Gail Chiasson, North American Editor
Prompted by a strong demand from mid-sized and niche companies following the Digital Place-based Advertising Association’s record-setting Video Everywhere Summit on Oct. 22/13, the DPAA is implementing a new membership rate structure for research and technology companies.
The new structure features a graduated rate card in which dues for research vendors are based on digital place-based media billings, and dues for technology suppliers are based on company billings. Previously, all research and technology members paid the same flat fee regardless of their size.
“In addition to generating record attendance and great energy for the digital place-based industry, our Video Everywhere Summit in October prompted tremendous interest in membership from mid-size and niche companies,” says Barry Frey, president and CEO, DPAA. “The new rate structure will make our organization more inclusive by enabling these research and tech companies to join at rates commensurate with their revenues. This graduated membership rate structure will allow us to bring a wider range of important technology and research companies under the DPAA umbrella.”
The new fee structure was approved at a DPAA board meeting Dec. 3/13 in New York.
Founded in 2006, the Digital Place-based Advertising Association (DPAA) represents leading digital placed-based networks and works with the advertising community that is actively engaged in planning, buying and evaluating the effectiveness of the medium. On behalf of its members, DPAA seeks to foster ongoing collaboration between agencies and digital place-based advertising networks; provide standards, best practices and industry-wide research; and promote the effectiveness of digital place-based advertising.
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