Press Releases

Media Contact:

For Tribal Fusion
Lauren Karp
Trier and Company for Exponential
lauren@triercompany.com
415-533-4000

For Picnik
Erica Chandler
echandler@mww.com
201-658-4037

PICNIK SELECTS TRIBAL FUSION AS THEIR MAJOR ONLINE ADVERTISING PARTNER
Becomes Member of Brand Certified Program, Extending Depth and Breadth of Quality of Tribal Fusion Network

EMERYVILLE, CA – April 30, 2008 – Tribal Fusion, the online advertising network and leading site-representation company owned by Exponential^® Interactive, Inc., announced today that it has signed a publisher agreement with Picnik (www.picnik.com), the leading online photo-editing application. Additionally, Picnik will join Tribal Fusion’s Brand Certified program, enabling the online ad network to offer ‘beyond the banner’ advertising opportunities directly on Picnik.com. This partnership extends the depth of Tribal Fusion’s consumer electronics channel, delivering high-quality inventory and access to digital camera enthusiasts and users to a broad range of brand-name advertisers.

Picnik’s online photo-editing application combines the power of desktop software with the convenience of the Internet allowing most anyone to quickly and easily edit, enhance, share and print photos from any Internet browser (IE, Firefox, Safari, Mozilla, etc.) on any computer platform (PC, Mac, Linux). Picnik also integrates seamlessly with popular photo-sharing sites like Facebook, Flickr, Picasa Web Albums, MySpace, Photobucket and anywhere else photos are stored.

"In addition to tremendous industry support, we have built a massive consumer following for Picnik," said Picnik CEO Jonathan Sposato. “It is important for us to preserve the integrity of those relationships, so we chose to partner with Tribal Fusion for our online advertising needs. Tribal Fusion has a distinguished reputation in the industry and a vast network of great brand advertisers. With their broad sales force they will be able to immediately leverage our content to deliver high-quality advertising."

As a publisher partner, Picnik will benefit from access to Tribal Fusion’s robust, free ad inventory management tool (Expo9), which will provide real-time reporting, manage their network partnerships and allow full control of campaigns that run on their site. In addition, Tribal Fusion’s global sales force and relationships with major brand advertisers and leading digital media agencies are focused on generating the highest CPMs and most relevant ads for the site’s valuable online ad inventory.

As part of the relationship, Tribal Fusion has recognized Picnik as a Brand Certified site. Picnik is an example of a premium Web property and online service that offers four characteristics that Tribal Fusion has identified that guarantee an effective environment suitable for large brands to engage more deeply with consumers. Like Picnik, Tribal Fusion’s Brand Certified program offers brand advertisers high-quality and visible sites that feature exceptionally targeted content, professional site design, a highly suitable and fully-screened environment and an influential and highly engaged audience.

As part of the Brand Certified Program, the Picnik website offers advertisers unique rich-media and ‘beyond the banner’ placements such as:

• Pre-expanded leaderboard on the site’s entry pages
• Content and commerce integration driven by dynamic feeds
• Floating, interstitial or prestitial ad units and; customized ‘skins’ used for background images and high visual impact

"Picnik extends our reach further into vertical networks, which have become valuable advertising forums, said Justin Kuykendall, Vice President of the Tribal Fusion Publisher Network. “With our streamlined solution designed to drive more value to advertisers, we look forward to delivering premium, brand certified advertising campaigns to Picnik’s massive audience of photo enthusiasts."

Tribal Fusion’s Consumer Electronics Channel reaches a broad audience of technology enthusiasts. According to comScore Media Metrix, with over 32 million unique visitors in February Tribal Fusion’s Consumer Electronics Channel reaches 94 percent of all Internet users who have researched or purchased products and services online. These users are 2.2 times more likely than the average Internet user to have spent $200 or more on game consoles and between $2,500 and $4,999 on consumer electronics in the past six months. Additionally, comScore reports that visitors are also 2.2 times more likely than the average Internet users to play Web-enabled video games as well as own and use PDAs.

Tribal Fusion’s transparent advertising network delivers custom placements for premium brand advertisers across over 1,500 high quality sites that reach 132 million U.S. unique users and over 230 million consumers worldwide every month. More than 70 percent of campaigns are targeted or customized to advertiser needs. Tribal Fusion offers site-specific and specialized placements, behavioral targeting, profile targeting, geo-targeting, content targeting and tandem ads.

About Picnik

Picnik.com gives real people photo-editing superpowers. Because Picnik lives online, users get fast, easy access to a powerful set of photo editing tools for editing, sharing, and printing images using any Internet browser (Internet Explorer, Firefox, Safari, Mozilla, etc.) on any computer platform (PC, Mac, Linux).

Picnik is fast, fun, and easy-to-use and is fully integrated with a wide variety of websites including Flickr, Facebook, Photobucket, MySpace, Webshots, Box.net, Picasa Web Albums and Lexmark. With Picnik, users can edit their photos wherever they are from wherever they are.

The Picnik team, headquartered in Seattle, Washington, is dedicated to making great, affordable software for real people. For more information please visit: press.picnik.com.

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 1,500 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.

Each of Exponential’s businesses – Tribal Fusion®, FullTango^®, LeadGenuity®, EchoTopic^® – brings state-of-the-art optimization technology and expertise, generating 20 billion online ad impressions per month, reaching 75% of the US Internet and 230 million consumers worldwide.

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