The campaign will include Flash-based banners, buttons and dhtml executions, and comes as part of an increased push in digital marketing this year by Dulux.
Online media specialist eyeconomy planned and bought the activity, which sees Dulux become a launch advertiser and first client in the UK of adserving company Zedo. Zedo is launching in the UK to compete against the likes of DoubleClick.
Alfredo Botelho, chief technology officer at Zedo, said: "Other adserving technologies measure when an advertisement request is received at a server, which doesn't guarantee that a viewer has actually seen it. Zedo only measures when an execution has actually appeared in front of a consumer."
Marcus Exall, managing dir-ector of Equation Marketing, which developed the creative for the campaign, said: "We are using Zedo for the Dulux campaign because it is the most accurate tool we can offer it.
"After the initial success of putting a toe in the digital water last year, Dulux is ramping up its online marketing this year."
Dulux is due to launch its second viral campaign this week. An initial viral campaign for the MousePainter last year drew a 20 per cent response rate.
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