As third-party email list response has begun to rise, a group of online marketing executives has formed a trade organization - Online Lead Generation Association, Inc. - to develop best practices for gathering the names on opt-in email lists that are sold to third parties, writes MediaPost (via MediaBuyerPlanner). According to one of the group's founders, Daniel Felter of Opt-Intelligence, the association is necessary because of the growing market in selling email names gained when consumers register for websites: Though many sites ask registrants whether they want to receive email from third parties, the process varies from site to site.

The Interactive Advertising Bureau said in September that revenue from referrals and lead generation came to $347 million in the first half of 2005.

"Advertisers are starting to hear this buzz about online lead generation and co-registration," Felter said. "But I don't think they really understand how to go about it and what processes they should focus on to make sure they get good, quality leads."