The Interactive Advertising Bureau (IAB) has announced that a taskforce - made up of industry leaders and other internet marketing consultants - has been established to deal with data ownership and media contracts between buyers and sellers of interactive ads.
According to the IAB, which is a US-based advertising sales group, these are two of the major issues currently facing the sector.
By gathering together top industry representatives such as individuals from search engine Google and news channel CNN.com, the IAB aims to improve relationships between publishers, agencies and marketers.
It is hoped that this can be achieved by creating "a model contract that includes commonly used terms and conditions that are mutually beneficial solutions for [all three parties]" and will foster business growth and industry partnerships.
Randall Rothenberg, president and chief executive officer of the IAB, said: "We recognise that our members have truly revolutionised marketing with their products and services, and they are the ones who will be most adept at driving the change needed for resolution."
His comments come as delegates at the IAB's Annual Meeting - Ecosystem 2 gather for the final day of the event in Orlando, Florida.
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