MediaPost: Atlas DMT Unveils Brand Exposure Duration Metric

You have to get a kick out of these consecutive press releases from competing companies. First, DoubleClick screams about their new DART Motif. Then AtlasDMT, not to be lost in the weeks buzz about DoubleClick, drops an item about their new Atlas Digital Marketing Suite 4.0, with Brand Exposure Duration. It measures time spent viewing a rich media unit.

Now, this isn't the big announcement AtlasDMT will make in a couple weeks about a competing product to DoubleClick DART Motif, but a stopgap. I can imagine the AtlasDMT PR folks yesterday: "Damn, DoubleClick scooped us! What do we have in the can we can release?!!"