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Lauren Karp
Trier and Company for Exponential
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lauren@triercompany.com

EXPONENTIAL^® ANNOUNCES CONTEXTUAL ADVERTISING SOLUTION
EchoTopic^® Strengthens Exponential’s Extensive Range Of Marketing Solutions

Emeryville, CA - September 26, 2007 - Technology-enabled media services company Exponential^®, today announced the launch of EchoTopic^®, a contextual advertising solution that delivers in-text advertising campaigns on premium publisher sites across the Tribal Fusion^® Network.

EchoTopic offers in-text advertising campaigns targeted to the specific topic of the page on premium publisher sites within the Tribal Fusion Network. The EchoTopic proprietary technology scans and indexes each page and semantically analyzes it to determine the true topic of the page. It then determines which words on the page are related to the main topic and highlights them with ads that are contextually relevant. When a user moves the mouse over a highlighted word or phrase, the most contextually relevant and best performing message appears as a balloon ad. 

The ad unit can incorporate text, graphics and video, and the user is able to click through to the advertiser's website for additional information about the product. EchoTopic enables advertisers to target their customers when they are most receptive - reading relevant content. Campaigns target a set of topics, are purchased on a pay-per-click model and are managed through a simple self-service interface.

"EchoTopic was beta tested in the technology vertical, and we saw better results than other in-text providers,” said Michael Papale, Exponential’s Vice President of Sales for EchoTopic. “We are currently contextualizing the entire Tribal Fusion network so that advertising can be easily targeted to the specific topic of the page -providing more contextually relevant ads and a better experience for the end user."

EchoTopic’s key difference is its use of true semantic analysis to determine the topic of the page, as opposed to the simple keyword highlighting used by competing product offerings. This compelling differentiator translates to more relevant advertisements and a better user experience; advertisers find that visitors to their site are more qualified and interested in their product because they clicked on an ad placed in relevant content.

Pilot advertiser PC Tools has already begun to see the promise of EchoTopic. “We have tested the EchoTopic product and are excited about its potential to help us drive sales,” said Mark Beare, Marketing Coordinator for PC Tools. “We were impressed by Exponential’s technology and their ability to place our ads on pages that were a good fit for our products.”

Using EchoTopic, publishers can generate additional revenue from contextual advertising. EchoTopic ad units can incorporate text, graphics and video, and may also be combined with dynamically generated messages to deliver a more customized campaign. Publishers have full control of campaigns running on their sites, and the technology also lets users opt out of seeing ads. 

Computing.Net is a pilot publisher partner using EchoTopic.  According to Justin Weber, Managing Member, Computing.Net, LLC. "When it comes to relevant keyword selection, EchoTopic has been head and shoulders above similar offerings. It has been a great, non-intrusive source of incremental revenue for Computing.Net.”

As online advertising grows ever more popular, Exponential’s EchoTopic recognizes the need for a more organized and relevant approach to internet advertising.  EchoTopic provides advertising opportunities to large and small business, delivering concrete marketing results, as well as managing ad content for the consumer.

About Exponential^® Interactive, Inc.

Exponential is a technology-driven media services company that delivers innovative products and services offering various types of digital marketing to meet the demands of advertisers and publishers. Representing over 1,000 of the key vertical publishers, and as the partner of choice for many of the world's leading advertising agencies and advertisers for their online campaigns, the company offers a fully integrated suite of online advertising solutions, including brand and CPM advertising, performance marketing, lead generation, local search, online shopping portal and contextual solutions. 

Exponential Interactive, Inc. is privately held and headquartered in Emeryville, CA and has offices throughout the United States and in London and India. For more information, please call 510.250.4018 or visit:  http://www.exponential.com