EyeWonder, Inc., a rich media and digital video company, announced it will lead a research consortium of online publishers, advertisers and agencies via the EyeWonder In-Stream 2.0 research initiative. Working in close partnership with the consortium, it will deploy, test, track and analyze consumer behavior and attitudes tied to new digital video and video-based rich media ad platforms and formats. 

NBCU, OMD Digital, Akami Technologies and InsightExpress have joined the consortium.

"EyeWonder's near-decade of rich media and digital video innovation and our position as the technological pivot for publishers, advertisers and agencies make us uniquely qualified to lead the In-Stream 2.0 research project," said John Vincent, CEO of EyeWonder. "For years, we've helped agencies and advertisers move toward limitless online creative potential, and many of these top shops will help us conduct this research on behalf of their biggest clients and begin to aggressively design more effective creative for in-stream ads."