Atlas DMT Launches Atlas Digital Marketing Suite 3.0; Features New Web Analysis Results Profiler -- WARP -- That Processes Data Up to 70% Faster Than Competitive Methods.

Business Editors, High-Tech Writers

SEATTLE--(BUSINESS WIRE)--June 24, 2002

Allows Marketers to Answer Their Toughest

Marketing Questions at Desktop

Atlas DMT, an advertising technology provider, today released Atlas(TM) Digital Marketing Suite 3.0, the latest version of its third party ad serving and campaign management platform.

Powered by Web Analysis Results Profiler (WARP), a new analytics architecture, Atlas Suite 3.0 processes online campaign data 70 percent faster than other competitive methods. WARP allows advertisers to turn large volumes of information into highly valuable customer-level marketing insights throughout the campaign process.

WARP is an analytical architecture made up of three components: a proprietary programming language, distributed computing methodology and customer-level profiles. Together they break through analytics processing barriers that have kept marketers from getting full access to the insights buried in their campaign and web site data. WARP represents the first time that state-of-the-art distributed computing -- used in pharmaceutical and human genome research -- has been employed to answer marketers' toughest customer-level questions at their desktop.

WARP enables marketers to answer questions about their target audience, site-side activity and online commerce, such as "What is the time between a first visit and a first purchase?" and "Which sites on the Internet do my best prospects and customers frequent?" These questions can now be answered quickly and efficiently with a few clicks of a mouse.

Atlas DMT developed its new WARP architecture to support the growth of Internet advertising and the resulting exponential increases in marketing data. The Internet is the most data-rich advertising medium in existence with billions of impressions and user actions in a single campaign. Every impression and user action can be tracked, measured and compared, enabling marketers to evaluate and optimize their campaigns at new levels of detail. As marketers continue to move more marketing dollars online, and more media becomes digital, the amount of data generated will increase exponentially.

"Atlas Suite 3.0 with WARP is redefining the way advertisers approach marketing analytics," said Tom Sperry, president of Atlas DMT. "Marketers want their online advertising campaigns to provide a clearer picture of their customer's behavior, but to do this, they need help slicing through the vast amounts of data the Internet provides. Atlas Suite 3.0 with WARP provides our customers with insights found in the majority of data that other ad servers just can't process. And it was built with the future in mind -- a future where more and more media is digital and more marketers are taking advantage of the power of the medium."

"Atlas Suite 3.0 with WARP allows advertisers to drill deeper into their marketing data, enabling them to communicate more effectively with their audience," said Greg Stuart, president and CEO of the Interactive Advertising Bureau. "As we launch the interactive industry's first-ever branding campaign by the IAB today, we feel fortunate to have Atlas DMT contributing their ad serving technology. We are grateful that we're able to utilize the marketing analytics enhancements of the Atlas Suite as we continually evolve the year-long campaign."

Atlas DMT uses WARP throughout its online advertising tool set to enhance performance. Atlas Suite tools include:

-- Site Finder, an innovative behavior-based planning tool that helps marketers
find where their best customers and prospects surf online.

-- Vital Signs, a campaign and site analytics tool that allows marketers to
understand campaign performance and customer behavior from multiple viewpoints.


-- GRP & Reach Forecaster, the industry's first tool for predicting GRPs, reach
and frequency of online buys, and the only one to combine both syndicated panel
data and third-party ad serving data for the most accurate predictions.

-- Reach & Frequency Reporting, the only solution that reveals frequency
distributions for every placement in a campaign, providing the most accurate
analysis of campaign effectiveness.

-- Optimization Advisor, an analysis tool that shows marketers exactly which
media placements and creative are working according to their goals so they can
reallocate media buys for better ROI.

For more information about the Web Analysis Results Profiler, please call 1-866-285-2736, or go to http://www.atlasdmt.com/media/pdfs/WARPWhitepaper.pdf.

About Atlas DMT

Atlas DMT is an advertising technology provider and creator of the Atlas(TM) Digital Marketing Suite 3.0, the industry's first end-to-end, fully integrated ad serving and campaign management platform built by and for marketers. With more than 50,000 campaigns to its credit, the Atlas Suite helps advertising agencies and other marketing professionals deliver efficient, profitable digital marketing programs. The Suite manages online media planning, buying, ad serving, analysis and optimization, with four integrated modules: Atlas Media Console, Atlas Creative Management System, Atlas Delivery and Tracking Services and Atlas Analysis and Optimization Engine. Atlas DMT's patent-pending analytics architecture -- Web Analysis Results Profiler (WARP) -- provides marketers with the depth and granularity they need to answer their most important marketing questions. WARP is just one of a long list of Atlas DMT innovations, including online ROI processing, behavior-based media planning, and online GRP and reach forecasting. Atlas Suite clients include Tribal DDB, Foote, Cone & Belding and TBWA\Chiat\Day. Atlas DMT serves its clients from offices in Seattle, San Francisco, Los Angeles and New York, delivering the industry's most complete service and support. Atlas DMT is an operating unit of Avenue A, Inc. (Nasdaq:AVEA). To learn more, please visit www.atlasdmt.com.