Avenue A Reinforces Strong Commitment to Data Analytics and Client Results with Two New Top Management Appointees.

Business/High Tech Editors

SEATTLE--(BUSINESS WIRE)--June 6, 2000

Avenue A, Inc. (Nasdaq:AVEA), an Internet media and data marketing company (www.avenuea.com), announced its continued focus on data analytics and client results through the appointment of two members to its top management team.

Database marketing executive Tom Sperry was promoted to senior vice president of client results, and Diane McCowin, database management executive, was named vice president of analytics, research and development. Both professionals contribute broad experience in database marketing that will serve to further strengthen Avenue A's focus on the testing, analysis and optimization of online marketing campaigns.

Sperry's background spans almost two decades of database and direct marketing experience, with a recent focus on integrated customer relationship management (CRM). Prior to joining Avenue A, he served as managing director of relationship marketing for Bozell Worldwide, North America. During his tenure at Bozell, Sperry developed customer acquisition and retention strategies for clients such as Bank of America and The New York Times. Prior to this, Sperry co-founded Cf2GS, a marketing communications agency, serving clients such as Hewlett Packard and US Bank. Sperry's strong direct marketing experience also includes senior management positions at Acxiom Corporation, Banner Direct, and Holiday Inn/Harrah's.

"For a direct marketer, the ultimate promise is one-to-one marketing," said Sperry. "The Internet gives us the opportunity to deliver on that promise. I am truly excited to be part of Avenue A, a company that is taking a leadership role in applying direct marketing and data analytic principals to all accountable media."

The appointment of Diane McCowin contributes extensive database management and data modeling experience to Avenue A's analytic division. McCowin will lead the Avenue A analytics R&D team to develop sophisticated targeting, testing, and optimization techniques designed to increase value to clients through optimal advertising spend, higher customer reach, and maximizing the value of each customer touch point. Diane will report to Sumit Sen, Chief Analytics Officer.

McCowin comes to Avenue A from Bank of America, where she was the Senior Vice President for the Strategic Information Management team. During her tenure at Bank of America, McCowin completed customer-driven modeling, data mining and analysis techniques with a focus on creating two-way communication with customers. Prior to this, McCowin served as the Vice President of Data Modeling at Bank One. Her background also includes broad statistical experience in her roles as portfolio manager at Citibank, and statistical analyst for Management Decision Systems.

"Working at Avenue A is a great opportunity for me to join a terrific team and use the statistical methodologies that I have developed in the financial industry to add value to online advertising," commented McCowin.

"We are excited to welcome both Diane and Tom into key management positions," said Brian McAndrews, president and chief executive officer of Avenue A. "Although from different disciplines, they both bring expertise in analytics, database management and marketing to bear on our core commitment to achieve the optimal performance for our clients' online marketing campaigns. In this era of accountability in advertising, we continue to push for innovative approaches to drive increased return on investment for our clients' marketing budgets."

Avenue A's proprietary technology and service offering provides marketers the ability to rapidly test and learn so they can optimize their online marketing efforts, and increase their return on investment. Through in-depth data analysis and optimization methodology, Avenue A is helping over 90 clients decrease cost per customer acquisition and increase conversion rates.

About Avenue A

Avenue A integrates Internet planning and buying, proprietary ad management technology, anonymous user profiling, data analysis systems and Precision E-mail(TM) services to help advertisers increase the effectiveness and return on investment on their Internet advertising and e-mail campaigns. Avenue A clients include Gateway, Inc., Microsoft (through its MSN division), Expedia.com and Uproar.com. The company is based in Seattle with offices in Chicago and New York, and will soon open its first European office in London. Avenue A also owns iballs, a subsidiary based in New York.

Certain statements in this press release are "forward-looking statements" within the meaning of the Securities Act of 1933, as amended. 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. Factors that could affect Avenue A's actual results include, among others, inability to attract new clients and to achieve effective advertising campaigns for existing clients, limited operating history, history of losses, and seasonal fluctuations in quarterly operating results. More information about factors that potentially could affect Avenue A's financial results is included in Avenue A's Form 10-Q for the fiscal quarter ended March 31, 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.

Avenue A, Inc. has applied for registration of the "Avenue A" and Precision Email 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.