PMA Announces Proposed Industry Toolbar Standard

PMA Announces Proposed Industry Toolbar Standard

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The Performance Marketing Association has long tackled the issue of toolbar and browser extension technologies in various ways, including webinars, best practice guides, and a comparison of how networks treat them. As conversations have continued, members discussed the need for the PMA to issue a more formal industry standard.

Over the last year, the PMA set out to create a standard that would encourage companies to comply with certain agreed-upon industry guidelines while still allowing for differences in business models. The proposed standard was circulated, discussed, and repeatedly modified across the Compliance Council, Coupons and Deals Council, Retailer Council, Publisher Recruitment Council, Board of Directors, and many of our individual member companies and their legal teams.

Effective September 1, PMA member companies will be asked to vote on the Proposed Toolbar and Software Industry Standard. If a quorum is achieved in the vote and a majority of the voting members respond in the affirmative, the standard will become an official PMA stance on toolbars.

What the Proposed Standard Is:

• A framework for all stakeholders in the industry to understand industry norms
• Separate “Requirements” and “Suggestions” to allow for flexibility and differing acceptable business practices
• An opportunity for companies to individually adopt and maintain the standards
• A shared responsibility between publishers, networks, brands, and subnetworks

What the Proposed Standard Is Not:

• A legally binding framework for any company
• A policing mechanism for the PMA to monitor company compliance
• The end of the conversation

We are grateful to the many PMA members who contributed to this document over the last year to get this document to a vote. More information on the voting process will be sent at the start of September to each PMA member.

Read the Proposed Toolbar and Software Industry Standard

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Tricia Meyer

Tricia Meyer is an attorney and affiliate marketer. She is the founder and owner of Helping Moms Connect as well as the current Executive Director of the Performance Marketing Association. She is the co-owner and primary white wine drinker of the Wine Club Group.

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