Gator Proposes Online Advertising `Rules of Engagement'; Gator Responding to Consumer and Industry Call for Defined Best Practices.

Business Editors/High-Tech Writers

REDWOOD CITY, Calif.--(BUSINESS WIRE)--March 5, 2002

The Gator Corporation, the leader in online behavioral marketing, today announced its commitment to helping the industry define a set of desktop advertising "rules of engagement" intended to improve the online advertising environment for consumers.

Consumers enjoy a variety of free Web site content and free software applications that deliver a service or information in exchange for permission to display branded advertising messages. Some of the more popular ad-supported software programs include news alert, stock alert and instant messaging applications from AOL, MSN, Yahoo! and others, as well as Gator's digital wallet.

Consumers Want Control

Unfortunately, some Web site publishers and software publishers are displaying an increasing volume of pop-ups, pop-unders and other kinds of advertisements on consumers' PC screens without reasonable consumer disclosure or permission. Many of these publishers display these ads "anonymously" -- without identifying themselves as the party delivering them. Some software publishers also install software on consumers' PCs without providing reasonable disclosure or obtaining permission.

"Consumers want control of their PCs," said Jeff McFadden, president and CEO of The Gator Corporation. "They're confused as to who is responsible for displaying these high volumes of uninvited pop-ups and pop-unders and they are becoming frustrated. This is hurting ad responsiveness and is giving a black eye to the online advertising industry."

Gator's proposed guidelines would require complying publishers to: (1) obtain consumer consent to display this advertising or to install ad-supported software; (2) provide attribution on the advertisements so consumers know who displayed them; and (3) put the consumer in control by giving him/her the ability to easily withdraw consent and remove the advertising or software applications.

"As new advertising technologies vie for consumers' attention, the industry clearly needs some basic ground rules that serve the needs of both advertisers and consumers," said Interactive Advertising Bureau (IAB) president and CEO Greg Stuart. "All parties to the process have an obligation to rally behind a clear set of guidelines if we want to continue to grow the online ad business."

As the leader in behavioral marketing with over 12 million active users, Gator is pursuing a three-pronged strategy to promote clear guidelines for desktop advertising:

(1) Engage publishers. Gator is collaborating with the IAB to help

define a set of guidelines for industry self-regulation

balancing the needs of Web site and software publishers,

advertisers and consumers.

(2) Educate advertisers. Gator will help advertisers understand

how to select next generation ad vehicles that protect brand

equity and consumers' interests.

(3) Evangelize to distributors. Gator will encourage third-party

software providers to support their free software products

with advertising applications that adhere to the rules of

engagement.

"The industry is at risk of letting a few bad apples ruin it for the others," said Tom Hespos, Internet Strategist at New York advertising agency Mezzina Brown & Partners. "I've been advocating `rules of engagement' to protect advertisers and consumers, so I applaud the efforts of publishers who are stepping forward to make this happen. I look forward to a widely-adopted set of guidelines that separate legitimate online advertising companies from those who do not share our respect for the consumer."

About The Gator Corporation

The Gator Corporation is a leader in online advertising through its Gator Advertising and Information Network (GAIN). GAIN is the industry's largest behavioral marketing network, with client-side ad software installed on more than 12 million active users' personal computers.

Gartner Inc. and Greenfield Online research studies have confirmed this leadership position. Over 250 advertisers utilize Gator's network, including Fortune 500 clients in the Travel, Entertainment, Consumer Package Goods, Financial Services, Retail and Automotive verticals.

The Gator Corporation is a privately held company that was founded in 1998. The company has one of the 20 most-trafficked Web properties in the world according to Jupiter Media Metrix, and Gator's flagship e-wallet software helps users over 60 million times each month. The Gator Corporation's corporate headquarters and main sales office is in Redwood City, Calif. Satellite sales offices are in Chicago and New York City. The Gator Corporation is on the Web at: http://www.gatorcorporation.com.