Active Software and Mediaplex Partner to Deliver eBusiness Integration Solution for Online Advertising.

SAN FRANCISCO--(BUSINESS WIRE)--Nov. 16, 1999--

Active Software, Inc. (Nasdaq:ASWX), a leading provider of eBusiness integration software, and Mediaplex, Inc., a leading eBusiness marketing and technology company, today announced a partnership to provide a unique and cost-efficient marketing solution that enables an advertiser to integrate its business systems with its online advertising in real time.

This solution combines the capabilities of Active Software's ActiveWorks(tm) Integration System to retrieve a company's business data contained within disparate enterprise applications (including customer, inventory and pricing databases) with the capabilities of Mediaplex's proprietary mobile Java objects technology, MOJO(tm), to change ad messages based on this business data in real time. The integration allows an advertiser to deliver the most relevant, customized messages to its online target audiences.

"This alliance represents a breakthrough in the creative use of integrated corporate data," said Chet Kapoor, vice president, business development, Active Software. "Even with all the resources available to large corporate customers in-house, it would be difficult, if not impossible, to duplicate the benefits presented by the combination of Active Software and Mediaplex. Many large firms have built e-commerce sites totally independent of their corporate data. Mediaplex gives customers the ability to improve the efficiency of their advertising campaigns by using up-to-the-minute changes in corporate data to drive dynamic messages that better target their customers and enhance the effectiveness of their online campaigns."

"The combination of Active Software's ActiveWorks Integration System and Mediaplex's MOJO platform is a very powerful and affordable solution to improving an advertiser's customized campaigns," said Ken Kucera, Mediaplex's vice president of strategic business development. "For example," adds Kucera, "proposing travel insurance to a customer at the exact time they're booking a holiday online is much more likely to result in an immediate customer buy than if proposed at any other time. The back-end data access offered by Active Software allows MOJO to craft an offer for travel insurance at a specified price for a specified period of time, then present that offer to the appropriate targets in real time."

"The integrated solution Active Software and Mediaplex offers really delivers the efficiencies of one-to-one marketing," said Zack Urlocker, vice president, marketing, Active Software. "Building personalized offers for customers requires sophisticated information retrieval, which is only possible if systems and applications are integrated in real time. eBusiness integration is at the very core of a truly targeted advertising campaign that leads to more effective customer relationships. This is a strategy that we believe online marketers will need to adopt to remain competitive and leverage their advertising dollars most efficiently."

About Active Software, Inc.

Founded in 1995, Active Software, Inc. (Nasdaq:ASWX) is a leading provider of eBusiness integration software products that enable the integration of enterprise software applications within and across the extended enterprise. Active Software has more than 130 customers in industries such as telecommunications, financial services, government, technology, utilities, distribution, manufacturing and transportation. Active Software's headquarters are in Santa Clara, California. For more information, visit the company Web site at www.activesw.com.

Active Software's ActiveWorks Integration System

The ActiveWorks Integration System allows customers to seamlessly integrate the packaged, custom, Internet, database and legacy applications that implement their mission-critical business processes across and beyond their enterprise. ActiveWorks supports specific eBusiness integration solutions for major markets, such as ERP, customer service and e-commerce, in addition to providing a solution to the general integration challenge.

About Mediaplex, Inc.

Mediaplex, Inc. is a leading provider of eBusiness marketing and technology solutions that enable companies to optimize Internet advertising for sales, direct marketing and brand building. The Company's proprietary technology platform delivers real-time advertising messaging based on enterprise information. In addition, Mediaplex provides comprehensive online campaign services. Mediaplex clients include OfficeMax.com, ShopNow.com, Tickets.com, 1800DAYTRADE.COM, and advertising agencies including McCann-Erickson/A&L and Publicis & Hal Riney. Mediaplex is headquartered in San Francisco, with offices in New York, the Silicon Valley and Hamburg, Germany. Mediaplex can be contacted at 877/402-PLEX or www.mediaplex.com.

Mediaplex's Mobile Java Objects (MOJO) Architecture

The Mediaplex MOJO technology enables the integration of online advertising campaigns with internal business information, allowing advertisers to dynamically tailor and deliver advertisements based on a consumer's profile and a company's real-time inventory, pricing or other underlying business variables. The MOJO technology also enables companies to test advertising graphics, messages and sites, and adjust them in real time to optimize campaign performance.

Except for the historical information contained herein, the matters discussed in this news release are forward-looking statements that involve risks and uncertainties that could cause actual results to differ materially from those in such forward-looking statements. Potential risks and uncertainties include, without limitation, Active Software's limited operating history; potential fluctuations in operating results; delays in development or shipment of the Company's products; the Company's substantial dependence on its ActiveWorks software products; the uncertain market acceptance of eBusiness integration software products; the Company's need to expand its sales and distribution channels; the Company's reliance on system integrators and other strategic relationships, as well as applications made by third parties; the introduction of new products or services by major competitors; and uncertainties regarding the impact of the Year 2000 issue. These and other risk factors are described in detail in the Company's prospectus dated August 12, 1999 and in its other filings with the Securities and Exchange Commission.

Note to Editors: The Active Software logo, Active Software and ActiveWorks, are trademarks or registered trademarks of Active Software Inc. All other trademarks mentioned herein are the property of their respective owners.