Inceptor Acquires MediaDNA's eLuminator Technology.

Business/Technology Editors

MAYNARD, Mass.--(BUSINESS WIRE)--Dec. 3, 2001

Purchase of Leading Content Optimization Service Provides Customers

with Powerful Method of Online Promotion

Inceptor(TM), Inc., the pioneer in conversion marketing, today announced that it has acquired eLuminator(TM), a MediaDNA content optimization technology and service that makes Web site content highly visible to Internet users. The acquisition gives Inceptor exclusive ownership of the eLuminator brand and technology. The transaction helps strengthen Inceptor's industry leading position in the conversion marketing sector by enhancing the capabilities of its Excedia(TM) online marketing products and services.

The eLuminator technology service exceeds the functionalities of traditional search engine optimization services in promoting Web site content. eLuminator is especially useful to publishers and companies with extensive product databases because those Web sites often have content that is protected, hidden, or in numerous types of non-HTML formats such as PDF, Word and Excel files. eLuminator has a unique process for examining and extracting the most relevant content for optimal presentation to search engines. eLuminator takes content, automatically generates keywords and phrases, and then creates optimal pages for search engines. The combination of Inceptor's Excedia and eLuminator delivers the most comprehensive content visibility solution, while offering clients powerful real-time control and analysis of Web site visitors resulting in increased customer conversion rates.

"Inceptor's investment in the eLuminator technology enables us to strengthen and extend our award-winning Excedia product line to better serve customers with large-scale content management issues. eLuminator's content visibility technology is perfectly complementary to Excedia's conversion engine, so it was really a natural fit. Inceptor's Excedia and eLuminator combine to give clients unsurpassed content visibility and customer conversion with real-time control, analysis and communication," said Larry Cleary, President and CEO of Inceptor, Inc. "Inceptor is dedicated to evolving our offerings to meet the needs of our growing client base which stands to benefit significantly from this opportunity."

In addition, Inceptor will retain MediaDNA's La Jolla, CA office and use the location as a base for its West Coast operations. Several MediaDNA employees in the areas of sales, software development and client services will become Inceptor employees, and will continue to service eLuminator clients including Cambridge Scientific Abstracts, Computer Publishing Group, Ebatts, Hoover's, Inc., InfoEdge, MarketResearch, McGraw-Hill and Sur La Table.

The combination of Inceptor's Excedia and MediaDNA's eLuminator technologies and expertise provides the most powerful online marketing solution available today. The addition of the eLuminator technology allows Inceptor to offer a unique content visibility optimization service that makes content-rich Web sites more visible to end users on search engines like Yahoo, MSN and AOL. eLuminator is available immediately and can be purchased alone or as part of the Excedia product suite.

"We have always shared a common goal with Inceptor - to provide clients with superior online marketing capabilities that offer significant ROI," said Ralph Koehrer, the MediaDNA board member who has overseen the sale of the Company's two business units. "Now, we have been presented with an ideal chance to expand eLuminator's reach. That could not have been accomplished as quickly if eLuminator remained a standalone service offering from MediaDNA."

"With the declining marketing budgets of today's economy, our clients are demanding products and services that offer an immediate return on their investment," said Graham Hansell, Managing Director of Sitelynx, an eLuminator partner. "As an eLuminator partner, we are looking forward to cultivating our relationship with Inceptor. Every company is turning to this proven method of driving customers to Web sites. The advantage of the eLuminator service is that companies reap the rewards immediately."

About eLuminator

eLuminator(TM) technology was developed by MediaDNA, Inc, based in La Jolla, California. eLuminator service is a turnkey, cost-effective method of promoting online information without compromising the security of valuable Web content, making it the ideal resource for Internet publishing companies and other businesses with content-heavy Web sites. By exposing deep Web content, eLuminator has been helping companies like McGraw-Hill, CNET and Sur La Table attract qualified users to their content while generating revenue, measuring ROI and increasing customer loyalty.

About Excedia

Inceptor's Excedia(TM) maximizes the effectiveness of online marketing by efficiently converting browsers to buyers. Excedia's unique approach to content visibility optimization exposes large amounts of valuable database-driven content and quickly directs qualified prospects to the information they seek. In addition, its control features enable marketers to direct visitors to designated pages, test entry points and offers, profile group behavior, and minimize click-streams, all in real time. Instant measurement and analysis of all site activity is contained in an easy-to-use interface, enabling marketers to quantify campaign results and immediately implement changes that will improve customer conversion and retention. Excedia leverages in-depth data on visitor behavior to feed CRM systems, which allows Web marketers to micro-target site visitors with highly relevant email offers and information.

About Inceptor

Inceptor(TM), Inc. is the premier provider of Conversion Marketing software and services that deliver complete command and control of online marketing initiatives into the hands of professional marketers. Excedia is the only solution available that delivers a comprehensive program for online visibility, control, analysis and communication, the four key elements of success for online marketing. Using Excedia, marketers can intelligently control their online efforts in real time, thereby improving customer conversion and increasing measurable results. The product can be deployed as a managed-service offering with secure hosting and application monitoring. A wide range of professional service offerings is also available. Inceptor has been delivering results-driven B2B and B2C marketing solutions since 1999. Clients include Blue Cross Blue Shield, British Airways and Lloyds TSB. The company is headquartered in Maynard, MA with offices in Atlanta, Chicago, Dallas, London, New York, San Francisco and Washington DC. Its Excedia software and services are available through Inceptor's direct sales organization, as well as through select Inceptor Partners. For more information, please visit us at http://www.i.inceptor.com/web/prel120301.

Inceptor, eLuminator and Excedia are trademarks of Inceptor, Inc. All other trademarks are the property of their respective owners.