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In 1997, Briggs founded MBInteractive, with Joshua Grossnickle and Oliver Raskin under the ownership of WPP Plc. At MBInteractive, Briggs continued his work on marketing effectiveness creating the widely cited 1997 IAB Advertising Effectiveness Study., and inventing an early version of behavior targeting with leading online ad servers. During this period, Briggs coined the marketing terms “brand impact” and "Surround sound marketing.”