The IAB has formed an alliance with the American Association of Advertising Agencies, the Association of National Advertisers and the Direct Marketing Association to develop guidelines for behavioral targeting and lobby Congress that government rules are not needed. "There are no immune companies or business models from Capitol Hill or state regulation," said Mike Zaneis, VP-public policy at the IAB. "The self-regulation needs to impact the entire industry. We have set the table broadly enough where we can bring search engines and portals together with ISPs and ad agencies."

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