Nothing gets done without rules and that's especially true in business. Rules keep society on course and make sure companies compete on the same playing field. The high-tech world of Internet advertising is no exception, even though it sometimes seems like a completely new environment.
That's where The Internet Law Group of Beverly Hills comes in.
The firm, an exhibitor at the ad:tech conference in San Francisco, finds itself well-placed to handle legal cases arising from e-commerce as business on the Internet grows in importance.
"The Internet is sort of its own medium with its own language," says Kavon Adli, the firm's founder and lead attorney.
Adli attended ad:tech with another of the firm's attorneys, Seth Wiener, and spoke with the well-over 100 visitors who stopped by TILG's exhibit.
TILG was one of two law firms at the conference - the other was the much-larger Venable LLP of Washington, D.C.
Adli said his firm chose to attend ad:tech because it is the best known of dozens of similar events. "It made sense to go to that event," he said.
Adli said 95 percent of his firm's clients were in the e-commerce sector, which meant it already was up-to-speed on current and emerging legal issues. "You don't want to hire an attorney and pay as much as $500 an hour to teach them," he said.
Adli said some of his visitors at ad:tech were surprised to find a traditional law firm at the conference. "People were so expecting to see an Internet company," he said," they couldn't wrap their minds around the idea that we're just a law firm."
But TILG's presence at ad:tech actually made perfect sense.
"People think we're a broker, like a doctor who treats people who have a medical condition that grows out of e-commerce," Adli said. "We're a traditional professional services provider as opposed to an Internet company."
The Internet Law Group has a satellite California office in San Ramon, near Silicon Valley, and another in Austin, Texas, that specializes in transactions and cases arising from e-commerce.
Running a firm with far-flung offices has become a lot easier with the growth and accessibility of the Internet, Adli said, because it is far easier to collaborate in real time.
Next up should be even more integration of the court system with the Internet. "There's already growing use of e-filing and e-discovery," he said. "It makes a lot of sense to be storing records electronically."
Adli said the firm has a third attorney, Slade Cutter, in Austin, and expected to add a fourth shortly.
This article is part of Allvoices’ series on ad:tech, the largest digital marketing and technology conferences and expositions. Check out allvoices.com/adtech for more of Allvoices’ ad:tech San Francisco event coverage. This series is supported by ad:tech.