Internet advertisers make foray into political fundraising

The online advertising industry is dipping its toe in political fundraising as its trade group tries to beef up its Capitol Hill involvement.

The Interactive Advertising Bureau launched its own political action committee a year and a half ago and started writing checks to lawmakers last year. The group represents the interests of Internet advertising networks and companies that rely on that ad revenue, including AOL, Amazon, Hulu, Facebook, Yahoo, Microsoft Advertising, Huffington Post and Gawker Media.

Rep. Chris Murphy (D-Conn.) was the beneficiary of IAB's first fundraiser in November. IAB plans to host 10 more events this year to "find our champions and educate members," said Mike Zaneis, vice president for public policy.

IAB is primarily focusing on members of the House and Senate Commerce Committees and will likely get involved in the Leadership PAC.

"We're not really trying to broaden beyond that," Zaneis said. "Focus is key."

IAB's PAC currently has $55,000, according to its annual report.

IAB is the voice for online media and advertisers worried about potential regulations on how consumers' personal information is collected and used for commercial purposes. Several members of the House Energy and Commerce Committee--Rick Boucher (D-Va.), Bobby Rush (D-Ill.) and Cliff Stearns (R-Fla.)--say they are putting together a bill to better protect consumers' privacy online.

Last week, those lawmakers said they are also looking to place rules on GPS tracking technologies and location-based marketing as mobile advertising becomes more prevalent.

IAB is also closely watching a proposal in the Senate that would give the FTC increased power to regulate the industry.

Zaneis said fundraising is a new activity for most of IAB's member companies.

"Most people have donated to a political campaign, but they've never been to D.C.," he said. "It's nice that they've come along realized the importance of having a presence here."