The IAB says this is particularly good for smaller businesses.
The IAB published good practice principles for behavioural advertising companies in March last year with companies including AOL, Google, Yahoo and Microsoft signing up.
The IAB says business-to-business websites find restricting their exposure to working hours improves their return on investment, while consumer sites find the opposite.
The IAB chair, Heather Rabbatts, who was also at the meeting with McCormick, said she would take on the task of ensuring the Premier League keeps to its "undertaking to take further steps on inclusion and diversity".
The IAB hopes to widen diversity in the sport and clarify anti-discrimination regulations and sanctions.
The IAB estimated that mobile will go up by 83% this year.
The IAB represents over 600 leading media, marketing and technology companies.
The IAB isn't the only one making waves regarding ICANN's plan.
The IAB expects online spending to continue to grow, as faster broadband makes new formats increasingly attractive.
The IAB and PricewaterhouseCoopers released U.S. Internet advertising stats today for the first half of 2009.
The IAB recently estimated that last year alone, advertisers spent more than $550 million on mobile advertising.
