With legislators taking a closer look at the online advertising industry, the Interactive Advertising Bureau is beefing up its lobbying capabilities.

Mike Zaneis, VP of public policy, who came to the IAB as its first lobbyist in February 2007, will now be aided by Alison Pepper, who will serve as the trade group's second lobbyist in Washington. Pepper previously worked for credit information group Experian.

Zaneis and Pepper face a range of issues at both the state and federal levels, but perhaps most pressing are ongoing discussions surrounding data collection practices of internet advertising companies. The industry has also drawn scrutiny lately -- some of it welcome -- over allegations of possible antitrust issues raised by Google's search deal with Yahoo.