The Interactive Advertising Bureau (IAB) officially launched its year-long interactive branding campaign at a press conference in New York City yesterday 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. Atlas DMT will provide 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. The campaign, themed "Interactive, The Active Ingredient" was designed by Stein Rogan + Partners.