MediaPost: Avenue A Hints At Breakthrough On Offline Results

aQuantive CEO Brian McAndrews intimated in a recent earnings call (in the black, thank you very much) that the company would soon come out with "an industry first" that would allow marketers to show that online advertising has an impact on offline sales. Of course, other aQuantive firsts include the invention of water, widespread use of footwear and the domestication of fowl for the purposes of eating.