[NPL] AdKnowledge Introduces Advisor
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[NPL] AdKnowledge Introduces Advisor

AdKnowledge Introduces Advisor -- Now Marketers and Agencies Can Measure
Web Advertising Effectiveness

Post-Click Tracking and Measurement of Return on Investment for Web
Advertising Now Possible

New York, NY (@d:tech Conference) -- October 26, 1998 -- AdKnowledge, the
only independent provider of end-to-end web advertising management products
for advertisers and agencies, today introduced AdKnowledge Advisor, a tool
providing a reliable way to measure and optimize the return on web
advertising. With Advisor, marketers can now accurately track consumers'
complete response to ads, including buying patterns, to determine long-term
customer value.

Advisor is the latest component of the AdKnowledge System, the
comprehensive, system designed to maximize the ROI of web marketing dollars
and save time and money by automating the web advertising process.

Accurate Tracking of Web Advertising Effectiveness Now a Reality Usually,
the success of most web advertising is gauged using a combination of how
much the advertiser paid, how many people saw the ad, and how many people
clicked on it. Now, AdKnowledge Advisor closes the loop of web advertising
by providing a more accurate way to track an ad's effectiveness. Unlike
other products in the marketplace, Advisor is seamlessly integrated into
the AdKnowledge System, the only solution that takes the customer from
pre-planning all the way through to the measurement and optimization of
ROI. And, the next time the pre-planning cycle starts again, all this
knowledge is accessible with just a few keystrokes.

"There's no question that our clients increasingly recognize the value of
third party ad serving and closed-loop reporting systems. With the new
AdKnowledge Advisor product, we can get the information we need to ensure
the greatest return for our clients' media dollars," said Lynn Bolger,
Senior Vice President, Media Director at APL Digital. "The system gives us
the information we need to turn around and instantly make changes so that
the ads that are pulling the best are running the most. This is the kind of
tracking and results that our clients need."

With AdKnowledge's Advisor, marketers and agencies can truly measure
"post-click" consumer actions to determine advertising effectiveness and
the long-term value of a customer relative to acquisition costs. More than
just a reporting mechanism, AdKnowledge Advisor applies sophisticated
analytic tools that enable advertisers to understand customer actions.
Those actions, over a specified period of time, are reported and correlated
back to the ads to which they responded. Unlike stand-alone site tracking
systems, the AdKnowledge System puts advertisers in control so they can act
on which ads and targeting work and make changes in the campaign as it

Until now, marketers and agencies have had to rely on click-through -- when
a user clicks on a web advertisement -- which measures how popular or
eye-catching an ad is, but not necessarily how effective. Post-click
tracking defines advertising results more accurately than click-through,
because it reports on what customers do after they click on an ad and
calculates customer conversion rates based on meaningful criteria such as
downloads, purchases, or time spent on a web site. Advertisers can use this
data to predict targets for future profitable customer acquisition efforts.

Advisor Applies Proven Direct Marketing Techniques to the Web "Using
Advisor, we build a data warehouse for advertisers of what is working with
which user types and where, and then use proven data mining practices to
maximize the effectiveness of web marketing campaigns over the long term,"
said Scott Kauffman, president and CEO of AdKnowledge. "Direct marketers
have been doing this successfully for years. Now, we're applying the same
principles to the web to help advertisers realize the full potential of web
marketing and turn information into action."

Integrated System Saves Time and Money
The AdKnowledge System -- which includes five key functions: : planning,
buying & trafficking, targeting & serving, reporting, and now post-click
tracking and return on investment -- increases the effectiveness of
campaigns, thereby improving the return on investment of ad spending. The
System's components are seamlessly integrated and include:

o Planner, the comprehensive pre-buy and planning module, helps ad buyers
make informed media decisions and negotiate smarter. Planner integrates
extensive data from industry leaders like MRI, Simmons and Media Metrix and

o Campaign Manager, the component that links planning to execution, creates
and manages buy worksheets and insertion orders, and handles all

o SmartBanner, the industry's most proven central ad serving technology,
automates the placement and targeting of web advertising campaigns. This
advanced technology delivers banners as well as the leading rich media

o Reporter, the flexible reporting and analysis module, provides customized
reports both during and after campaigns. With its near real-time reporting
capabilities, Reporter enables instant-feedback creative testing and
cross-site comparable post-buy analysis.

o Advisor, introduced today, provides comprehensive post-click tracking and
return on investment analysis.

Availability and Pricing
The AdKnowledge System is available on an annual subscription basis. The
System is web-based, so there is no hardware or software to buy or
maintain. Billing is based on percentage tiers that correlate to monthly
advertising billing volume. In addition, Advisor's basic reporting function
is available now for a set-up charge and fixed monthly fee. For more
information, or to order the AdKnowledge System, call 800-286-6778 or visit

AdKnowledge is the only independent provider of a complete, end-to-end web
advertising management system that generates a high return on investment
for the advertiser's media dollars and increases the profitability of
agencies. The AdKnowledge System automates the advertising process and
delivers it through one easy-to-manage web-based system, which enables
users to plan, buy, traffic, target, serve, report and analyze.
AdKnowledge, which has a reputation for superior customer service, has
forged relationships with the following key industry leaders: BPA, Channel
Seven, InterVU, Media Metrix, Millward Brown Interactive, MRI, Narrative,
NetGuide, NetRatings, Simmons, and SRI Consulting. AdKnowledge is a
privately held company, funded by Kleiner Perkins Caufield & Byers,
Mayfield Fund, The Walden Group and Partech International. The company's
headquarters are in Palo Alto, California, with offices in New York.
Contact via phone at 650-842-6500 or on the Internet at

Michele Schott
AdKnowledge Inc.
(650) 842-6502

Katy Boos
Big Sky Communications
(650) 851-5360


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