Atlas DMT Unveils First-Ever Brand Exposure Duration Metric That Quantifies the Value of Rich Media Campaigns for Brand Advertisers.

Business Editors

SEATTLE--(BUSINESS WIRE)--July 14, 2003

Atlas Digital Marketing Suite 4.0 Introduces an Innovative New Way

to Measure the Effectiveness of an Online Rich Media Campaign

Atlas DMT, an advertising technology provider and operating unit of aQuantive, Inc. (Nasdaq:AQNT), today released the Atlas Digital Marketing Suite 4.0, with the first-ever Brand Exposure Duration (BXD) metric that quantifies the value of online rich media. The Atlas Suite 4.0 is the latest version of Atlas DMT's award-winning third party ad serving and campaign management platform. The Atlas Suite is used by Atlas DMT's top interactive agency clients, including Digital Edge, Euro RSCG Worldwide, Mediasmith, Eisner Interactive, ID Media, SF Interactive, 10TH DEGREE and Exile on 7th; representing some of the world's most recognized brand advertisers including MCI, Intel, Colgate, Xerox, US Airways and Mitsubishi.

With the Atlas Suite 4.0, agencies have automated access to new metrics that will help translate rich media campaigns into results that matter most to brand marketers. Atlas DMT has once again - on the heels of its GRP and Reach Forecaster - brought an intuitive offline concept to online brand advertising with its Brand Exposure Duration (BXD) metric. Atlas DMT understands that, in the same way a media planner is willing to pay more for a 30 second television spot than a 15 second spot, an online brand buyer will want to buy inventory similarly: on a placement where opportunity for brand exposure is high. Atlas Suite 4.0's BXD metric consistently measures how long users view an online rich media ad across any media buy. For the first time, brand marketers can make buying and optimization decisions based on exposure duration using this standardized Atlas metric.

"Traditionally, it has been difficult to measure, with any standard or consistency, the time consumers spend interacting with brand advertising," said Alan Schanzer, managing partner of Digital Edge. "With Brand Exposure Duration measurements, it is now possible to report and optimize branding campaigns consistently based on an elusive yet critical metric: interaction time with an online advertisement. For marketers with these types of objectives, this is another tool we can use to quantify the value of online media and advertising against more traditional campaign metrics."

"Brand Exposure Duration gives us a new measure that will permit us to understand how long a consumer is actually exposed to an Internet advertising message," said David Smith, president of Mediasmith. "This will be of significant help in both the media planning and media buying efforts for online brand advertising."

Along with improving online branding effectiveness, Atlas Suite 4.0's rich media deployment, testing tools and integrated rich media interaction reporting dramatically decrease the amount of time it takes to manage an online brand campaign. With the Atlas Rich Media Wizard, another key component of the Atlas 4.0 Suite, authoring, testing and deploying rich media ads is all automated. This dramatically increases the accuracy of rich media, interaction-tracked and survey-based campaigns.

And thanks to Atlas Suite 4.0's support for the industry-standard Macromedia Flash Multi-tracking Kit (MTK) specification and integrated automation components, agencies will see increases in productivity across the board. Support for the Macromedia MTK lets creative teams focus on what they do best--producing great creative--instead of dealing with the details of ad serving. It also allows creative traffickers to focus on campaign execution without spending extra cycles having to understand and work around the creative authoring process.

"Thanks to enhanced tools within the Atlas Suite 4.0 and to effective "integration" into Flash authoring tools, we are looking forward to taking advantage of both breakthrough efficiencies and performance in all aspects of our rich media campaign executions," said Joe Giantonio, analysis director of Exile on 7th.

"The Atlas Suite 4.0 dramatically improves the speed and accuracy in designing, executing, and reporting on rich media campaigns," said Tom Sperry, president of Atlas DMT. "The Atlas Suite 4.0 is leading the way in using rich media to effectively increase brand recall, brand favorability and purchase intent for top brand advertisers."

To see an online demo of the rich media tracking available in the Atlas Suite 4.0, please go to: www.atlasdmt.com/demo. To learn more about Brand Exposure Duration, please go to: http://atlasdmt.com/media/pdfs/insights/BXDIntro.pdf.

About Atlas DMT

Atlas DMT (www.atlasdmt.com) is an advertising technology provider and creator of the Atlas(TM) Digital Marketing Suite, the industry's first end-to-end, fully integrated ad serving and campaign management platform built by and for marketers. Named by ClickZ as the best ad serving technology, the Atlas Suite helps advertising agencies and other marketing professionals deliver efficient, profitable digital marketing programs. The Suite manages online media planning, buying, ad serving, analysis and optimization, with four integrated modules: Atlas Media Console, Atlas Creative Management System, Atlas Delivery and Tracking Services and Atlas Analysis and Optimization Engine. Atlas DMT's patent-pending analytics architecture--Web Analysis Results Profiler (WARP)--provides marketers with the depth and granularity they need to answer their most important marketing questions. WARP is just one of a long list of Atlas DMT innovations, including online ROI processing, behavior-based media planning, and online GRP and reach forecasting. Atlas Suite clients include Carat Interactive, OMDi, Euro RSCG Worldwide, Tribal DDB, Foote, Cone & Belding, and ID Media. Atlas DMT serves its clients from offices in Seattle, San Francisco, New York and London, delivering the industry's most complete service and support. Atlas DMT is an operating unit of aQuantive, Inc (Nasdaq:AQNT). Atlas DMT is a member of the NAI and adheres to the NAI privacy principles that have been applauded by the FTC. These principles are designed to help ensure Internet user privacy. For more information about online data collection associated with ad serving, including online preference marketing and an opportunity to opt-out of the Atlas DMT cookie, go to: www.networkadvertising.org.