BtoB

Verisign to participate in IAB cross-media optimization study

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New York--Online security company Verisign Inc. will be the first b-to-b advertiser to participate in the Interactive Advertising Bureau's Cross Media Optimization Study, also known as XMOS.

The research, which is endorsed by the Advertising Research Foundation, is being conducted by third-party researcher Rex Briggs, principal at Marketing Evolution. The Verisign study will be funded by the company, IAB and CNET Networks Inc., with results expected this fall.

"We're excited to see results from a b-to-b brand," said Greg Stuart, IAB president-CEO. "Past XMOS marketers found they could increase brand or sales results from 7% up to 34% simply by optimizing their marketing mix."

Consumer marketers including Colgate-Palmolive, McDonald's and Unilever have completed XMOS studies in the past; results are available through the IAB.

Separately, the IAB announced on Thursday that it has added 16 new member companies, including BellSouth Corp. and UGO Networks Inc.

--Carol Krol

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