Bellcore Launches Adapt/X Advertiser 2.0; New Features Improve Ad Campaign Management, Inventory Control And Real- Time Reporting.

MORRISTOWN, N.J.--(BUSINESS WIRE)--May 20, 1997--

Latest Release of Robust Ad Management Software Provides

Customers With High Reliability, Increased Ease of Use and

More Flexible Pricing Options

Bellcore today announced major enhancements to its Adapt/X Advertiser(TM) system that will make it even easier to deliver timely, focused ads on the Web.

Bellcore, a leader in the development of Web advertising mangement software, has built on the success of its Adapt/X Advertiser system with such new features as an intuitive campaign management interface, flexible inventory management tools, and enhanced overall system performance. Bellcore is also offering customers a variety of pricing options including per server, per impression served, flat monthly fee, or revenue sharing.

The Adapt/X Advertiser 2.0 system can help Web publishers increase the efficiency, cost effectiveness, and reliability of their current ad management systems by providing a host of new, customized features not found in any other Web product, including the ability to send at high speed advertisements targeted to the buying preferences of a particular user.

"Companies that depend on advertising revenues cannot afford to have their ad server to fail because of increased volume of traffic to the site or a large number of ad campaigns," said Mike Giovia, Bellcore's Adapt/XT product manager. "Bellcore is recognized worldwide for its expertise in the development and deployment of mission-critical software -- building high quality, industrial strength network operations systems and support software for the telecommunications industry. Adapt/X Advertiser has been built with the same reliability Bellcore customers count on -- it can scale to meet the increased demands of a successful Web site."

Enhanced Targeting Capabilities

The Adapt/X Advertiser system, with a feature that sets it apart from the competition, delivers ads dynamically related to the content of a specific Web page. The Adapt/X Advertiser 2.0 system provides sites with the additional capability of targeting advertisements using user profile information generated by the site itself or from other software. Via a simple screen in the user interface, users can choose a variety of targeting attributes for any ad campaign. Bellcore is working closely with a number of key industry partners, including Netscape Communications Corporation, to ensure that the appropriate information is passed seamlessly from a registration database, for example, directly to Adapt/X Advertiser.

"We believe that the integration of Bellcore's Adapt/X Advertiser 2.0 system with Netscape Publishing System(TM) membership database will provide the integrated solution that customers need to enable targeted ad serving," notes Mike Miccuci, Product Manager at Actra Business Systems. "We look forward to working closely with Bellcore on this and other opportunities," he said. Bellcore and Actra, which was established in 1996 as a joint venture between GE Information Services and Netscape Communications Corporation, recently signed a co-marketing agreement focused on the Adapt/X Advertiser system and Actra's commerce products.

Improved, Flexible Reporting Capabilities

Bellcore is focused on providing customers with the most accurate information possible regarding ad performance and site usage in a format that they can easily use. Advertiser 2.0 has a highly flexible reporting system that can generate critical data such as impressions served per ad, click-throughs and campaign status in real-time.

Additionally, advertisers can log in remotely to the Adapt/X Advertiser system and get only the reports that they should receive with secure access arranged using network- tested techniques developed by Bellcore. With the Adapt/X Advertiser 2.0 system, it is easy for Web site administrators to dynamically monitor advertising activity. Site traffic and impressions committed can be broken down by day, week, or month, and reports can be easily customized.

Bellcore has continued to recognize its long-standing commitment to openness and fairness in the Web space. Bellcore is playing a major role in the development of an open protocol for exchanging traffic instructions and performance data between advertisers and Web publishers, said Ron Kovas, president and CEO of Focalink Communications. "Bellcore's presence in the Web advertising market will most certainly be a catalyst for its growth and acceptance."

Easy-to-Manage Inventory Control

With the Adapt/X Advertiser 2.0 system, Web site administrators will be able to check their available ad inventory on demand and make changes to the projected levels as necessary. Customers can input trend data, and the Adapt/X Advertiser system will compare that to the current ad runs scheduled. New ad campaigns can be generated immediately through the Adapt/X Advertiser's 100% Java(TM) graphical user interface.

Bellcore was the first company to offer impression-based scheduling, offering customers the most accurate delivery of advertisements during an ad run. When a specific impression goal is met, the Adapt/X Advertiser system automatically stops delivering ads, offering the site the flexibility of extending the contract or writing a new one. The Adapt/X Advertiser 2.0 system provides simplified access to an online calendar and various reports detailing committed impressions and impression availability.

Scaleable System Architecture

Bellcores Adapt/X Advertiser 2.0 was designed with a distributed, high volume Web site in mind. Adapt/X Advertiser 2.0 maintains all campaign information including ad run status, contracts and daily reports in a fully relational database. This architecture ensures reliable performance, scaleability and performance, even when the volume of campaigns is extremely high.

Adapt/X Advertiser's flexible architecture can let a high volume site share its traffic across multiple ad servers. If one of the servers goes off-line, the system will automatically redistribute the traffic. This design helps ensure that the performance of the system remains high, with the highest volume of ads being delivered.

Bellcore developed the Adapt/X Advertiser system as part of its Adapt/X suite of Personalized Dynamic Marketing (PDM) products. Complementary PDM products include the Adapt/X RecommenderT, Profiler, Personalizer and Notifier. All of these PDM products are being used by Gaylord Entertainment Company on its country.com Web site. Other Bellcore Adapt/X Advertiser software customers include Playboy Enterprises (www.playboy.com), Webcast Multimedia, Inc.'s Film Scouts (www.filmscouts.com), Health Oasis (www.healthoasis.com), and Online Unicom Inc.s Broadband Telephony Buyers Guide (www.broadband-guide.com) .

Bellcore, headquartered in Morristown, New Jersey, is a leading provider of communications software, engineering and consulting services based on world-class research. Bellcore creates business solutions that make information technology work for telecommunications carriers, business and governments worldwide. Bellcore has sales offices throughout the U.S., as well as international offices in Europe, Central and South America, and Asia Pacific. On November 21, 1996, Science Applications International Corporation (SAIC) announced that it has agreed to purchase Bellcore once requisite regulatory approvals have been obtained.

A demonstration of the Adapt/X Advertiser product can be accessed online at www.bellcore.com/ADAPT/X ADVERTISER/demo.htm . More information about the Adapt/X suite of products and other Bellcore products and services is available at its Web site, www.bellcore.com or by calling 1-800-521-CORE.

Adapt/X , Adapt/X Advertiser, and Adapt/X Recommender are trademarks of Bellcore. Java is a trademark of Sun Microsystems, Inc. Netscape Publishing System is a trademark of Netscape Communications Corporation.

CONTACT: Mara Gordon

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