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During a press conference at DoubleClick’s New York headquarters on Wednesday, the Interactive Advertising Bureau unveiled the results of a joint study between the IAB, DoubleClick, MSN and CNet on the effectiveness of the Internet as a vehicle for brand marketing.
The data, presented by Robin Webster, president and CEO of the IAB, along with representatives from Dynamic Logic, MSN and DoubleClick, among others, indicates that contrary to the Web’s original mandate of offering marketers a direct response channel, the Internet has proven effective at lifting brand and message awareness among consumers participating in the study.
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