Tuesday, July 9, 2002

Initial Campaign Assets Valued at $5 Million

Press Conference In NYC Kicks Off "Active Ingredient" Year-Long Effort

Atlas DMT Selected To Provide All Third Party Ad Serving Dynamic Logic And Underscore Marketing Provide Research And Media Planning Services

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New York, NY - July 9, 2002 - The Interactive Advertising Bureau (IAB), the leading voice of the interactive advertising and marketing industry, officially launches its year-long interactive branding campaign at a press conference in New York City today where it also unveiled a number of the creative treatments for the campaign's first flight. Supported by the industry at-large, all campaign assets, including services plus the online and offline ad inventory has been donated to the effort pro bono, with an initial cash equivalent value of $5 million.

After an extensive review, Atlas DMT was selected to provide the Atlas Digital Marketing Suite 3.0 for all third party ad serving. All media planning for the campaign has been provided by Underscore Marketing. Dynamic Logic will conduct pre and post brand tracking research for the campaign which will reach the target audience of agency and marketer decision makers, via content-relevant sites and domain targeting in streaming, SUPERSTITIAL®, search, eNewsletters, opt-in email, traditional direct mail, and print advertisements.

Based on case studies supplied by leading national advertisers, which highlight their successful use of the interactive medium, the campaign was designed by Stein Rogan + Partners. Themed "Interactive, The Active Ingredient" the campaign is targeted to senior level decision makers in the marketing and agency sectors.

"The manner in which our industry has come together in support of this campaign is nothing short of astounding," said IAB President and CEO Greg Stuart. "In fact, we were surprised at the number of companies both here and abroad, some with no ongoing relationship to the IAB, who volunteered to participate. Everyone seems to intuitively understand that what we are embarking on here is of major importance to the industry. This campaign could not come at a better time, as the message is clear and is sure to help kick-start the recovery for interactive.

Companies who have contributed their media and other assets to the campaign include, 24/7 Real Media, About.com, Ad4Ever, Adforum.com, Adweek, AOL/Time Warner, Atlas DMT, B2B Works, Boston.com, BURST! Media, BusinessMedia Magazine, Cleveland.com, CNET Networks, Collabrys, CondeNet, Dynamic Logic, eBay, The Excite Network, Eyeblaster, The FeedRoom, Forbes.com, IGN, InsightExpress, iVillage, Inc., Kaon Interactive, Lightningcast, MediaPost Communications, Media News Group, MSN, NAA-Newspaper Association of America, New York Times Digital, Real Networks, Sportsline.com, Stein Rogan + Partners, Underscore Marketing, Unicast, Viewpoint, The Wall Street Journal Online, The Walt Disney Internet Group, Washingtonpost.Newsweek Interactive and Yahoo!.

About the IAB
Founded in 1996, the Interactive Advertising Bureau (IAB) is the leading interactive advertising association and represents companies responsible for selling over 75% of online advertising in the United States, including; AOL, CNET, MSN, Overture Services, Walt Disney Internet Group, Yahoo, and 100 others. Its activities include evaluating and recommending standards and practices, fielding research to document the effectiveness of the interactive medium and educating the advertising industry about the use of interactive advertising. Membership includes companies that are actively engaged in, and support the sale of interactive advertising.

About Atlas DMT
Atlas DMT™ is an advertising technology provider and an operating unit of aQuantive, Inc. (NASDAQ: AVEA). Atlas DMT is the creator of the Atlas™ Digital Marketing Suite 3.0 with WARP, the industry's first end-to-end digital marketing management system built by and for marketers. WARP is a proprietary analytics architecture developed exclusively to provide marketers with the depth and granularity they need to answer their most important marketing questions at their desktop. With more than 50,000 campaigns to its credit, the Atlas Suite helps advertising agencies and direct marketing professionals deliver efficient, profitable digital marketing programs. The end-to-end system manages online media planning, buying, ad delivery, analysis and optimization. Atlas DMT serves its clients from offices in Seattle and New York, delivering the industry's most complete service and support. To learn more, please visit www.atlasdmt.com.

About Dynamic Logic
Dynamic Logic is a leading independent research company that analyzes marketing effectiveness. Dynamic Logic has offices in New York City, Chicago, San Francisco, London and Paris and its clients include Kraft, Unilever, Renault, McDonald's, Coca-Cola, Kimberly Clark, Carat, Media Contacts, Beyond, MSN, Yahoo, ESPN and iVillage, Inc.

About Stein Rogan + Partners
Stein Rogan + Partners (www.steinrogan.com) is a full-service integrated and interactive advertising agency that works with brand leaders in such categories as technology, e-business, entertainment, media, online, travel, communications, education, teen/college and more. The Agency's emphasis is on the development of "brand/action" advertising and marketing work that engenders brand affinity while at the same time delivering immediate business results.

About Underscore Marketing LLC
Underscore Marketing LLC is a marketing services firm specializing in cross-platform communications. Founded in April 2002 by industry veterans Tim McHale and Tom Hespos, Underscore uses its proprietary process - "Market the Experience" - to deliver brand experiences across multiple communications channels for its clients. The company also offers strategic planning, technology consulting, full-service media planning and buying services and business development consulting to its clients. The company is headquartered in New York. For more information, please visit http://www.underscoremarketing.com.


Marla Nitke IAB
[email protected]