Avenue A, Inc. Launches Atlas DMT, A New Operating Unit That Provides Digital Marketing Management Solutions to the Advertising Industry.

Business Editors & Technology Writers

SEATTLE--(BUSINESS WIRE)--April 23, 2001

New strategic business focus expands Avenue A, Inc.'s addressable 

market to include 100% of Internet media dollars

Avenue A, Inc. (Nasdaq:AVEA), a digital marketing services and technology company, announced today the launch of its new operating unit, Atlas DMT.

Atlas DMT will now provide the Atlas Digital Marketing Suite that has powered over 50,000 campaigns, to traditional and interactive agencies, as well as in-house media buyers.

In addition to its new operating unit, Atlas DMT, Avenue A, Inc. will continue to offer digital marketing services through its other operating unit, Avenue A, a digital marketing agency. Avenue A provides marketers with an integrated service and technology offering including web advertising, e-mail services, strategic portal relationships, affiliate programs, customer targeting, profiling and enhanced analytical services. Avenue A's clients include Best Buy, Microsoft, Nordstrom, Household Finance and MasterCard.

Brian McAndrews, Avenue A, Inc.'s president and CEO, said the two operating units--Avenue A and Atlas DMT--capitalize on the two main segments of the digital marketing industry--service and technology. Independently, they allow Avenue A, Inc. to be strongly focused on the unique needs of the customers of each operating unit. Together, they allow Avenue A, Inc. to bring value to every digital marketing interaction, whether directly or through the company's agency partners.

"We believe our new corporate structure positions Avenue A, Inc. to lead the digital marketing industry," said McAndrews. "With the addition of our Atlas DMT operating unit, we have significantly expanded our potential client base and greatly increased the market opportunity that we address."

McAndrews also announced the appointment of the two operating unit heads. Tom Sperry, who prior to joining Avenue A, Inc. in 1999 served as managing partner with two marketing communications agencies, Bozell Worldwide, Inc. and CF2GS, Inc., has been appointed president of Atlas DMT. Sperry's first-hand knowledge of the advertising industry has been instrumental in the design and development of the Atlas Digital Marketing Suite and with the launch of Atlas DMT. Clark Kokich, who has served with the company since 1999 as senior vice president, has been appointed president of Avenue A. With over 25 years of marketing and management experience that includes serving as executive vice president, general manager of Cole & Weber, a division of Ogilvy & Mather Advertising, Kokich has been influential in building the company's client roster and building and maintaining relationships with Avenue A's top branded corporate clients.

About Avenue A, Inc.

Avenue A, Inc., the digital marketing services and technology company, was founded in 1997 to help marketers acquire, retain and grow customers across all digital media. Through its two operating units--Avenue A, provider of digital marketing services, and the new Atlas DMT unit, provider of digital marketing management solutions-- Avenue A, Inc. is able to touch and bring value to every interaction in the digital marketplace. The corporation is based in Seattle and operates offices in New York, Chicago and London. Avenue A, Inc. also offers digital marketing services through iballs, a wholly owned subsidiary based in New York. Avenue A, Inc. and iballs adhere to the NAI privacy principles that have been endorsed by the FTC. These principles are designed to ensure Internet user privacy. Please visit www.avenuea.com to learn more.

Certain statements in this press release are "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995. Forward-looking statements are based on the opinions and estimates of the management at the time the statements are made and are subject to certain risks and uncertainties that could cause actual results to differ materially from those anticipated in the forward-looking statements. The forward-looking statements in this release include, among others, all statements about the effectiveness of Vital Signs in improving our clients' profitability and return on investment associated with online advertising campaigns. Factors that could affect Avenue A, Inc.'s actual results include, among others, our inability to accurately identify, measure and predict factors that relate to the underlying analysis required to effectively conduct a Vital Signs campaign, inability to attract new clients and to achieve effective advertising campaigns for existing clients, limited operating history, history of losses, quarterly and seasonal fluctuations in operating results, the short term nature of Avenue A, Inc.'s contracts with clients which are cancelable on 90 days' or less notice, the uncertainties and potential cost of litigation and the risks of adverse rulings by the court presiding over a previously announced and several related pending lawsuits which might materially and adversely affect Avenue A, Inc.'s business. More information about factors that potentially could affect Avenue A, Inc.'s financial results is included in Avenue A, Inc.'s Form 10-Q, as amended, for the fiscal quarter ended September 30, 2000 filed with the Securities and Exchange Commission. Readers are cautioned not to place undue reliance upon these forward-looking statements that speak only as to the date of this release. Except as required by law, Avenue A, Inc. undertakes no obligation to update any forward-looking or other statements in this press release, whether as a result of new information, future events or otherwise.

Avenue A, Inc. has applied for registration of the "Avenue A" and "Atlas" service marks in the United States and other countries. All other trademarks, trade names or company names referenced herein are used for identification only and are the property of their respective owners.