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Avenue A announces name change and new reporting program

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Pittsburgh--Avenue A Inc., the parent company of interactive agencies Avenue A and i-Frontier and ad technology company Atlas DMT, announced plans to change its name to aQuantive Inc. to reflect its focus on delivering quantifiable results to clients.

The company will announce a new Nasdaq symbol and corporate Web site address on March 24.

In addition to the new corporate identity, the company also said it expects to implement a new revenue-reporting program for its Avenue A agency beginning Jan. 1, 2004.

Under the new program, the agency would report revenue on a net basis rather than on a gross basis.

Currently, the Avenue A agency records as revenue both the cost of the media that it purchases for its clients and the fees that it charges for its services.

It said it is implementing the program to align itself more closely with the revenue-reporting method traditional ad agencies use.

--Kate Maddox

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