MidADdle Launches Two Tiered Advertising Network.

CAMBRIDGE, Mass. -- First and Only Contextual Marketing Network with an Integrated Publisher Network

MidADdle LLC, (www.midaddle.com), provider of the most effective contextual marketing network, today officially launched to unveil the midADdle Network. The midADdle network combines contextual technology, unique ad formats, and a powerful publisher network to deliver unmatched online advertising effectiveness. The midADdle Network is the only contextual marketing network that is integrated with a network of web publishers. Based on years of industry experience and feedback from advertisers, publishers and users, its technology leverages user activity without compromising their privacy. midADdle's network generates highly relevant and profitable advertising from the desktop via interstitial formats and enables qualified publishers to generate more traffic-based revenue and improve customer goodwill by eliminating pop-ups and other more intrusive forms of advertising.

"With the imminent transition away from more aggressive ad formats, advertisers are seeking effective, intelligent and meaningful mediums that give them laser-focused control of targeting without being too intrusive or infringing upon users' rights to privacy," said Michael Katz, Managing Partner of midADdle LLC. "Our two tiered network attracts top advertisers, utilizes a publisher network with enormous reach, and consistently achieves a dramatic increase in response rates over alternative approaches. With the midADdle Network, the proper messages reach the right people at the right moment. The fact that over 80% of our advertisers have renewed their contracts speaks volumes about our technology."

Desktop-based online advertising has consistently walked a fine line between irritating users and delivering powerful messages. Many desktop advertising products that piggyback on software installations raise legitimate and serious privacy and data sharing concerns, often resulting in ill will toward the software makers and advertisers alike. MidADdle does not collect any personally identifiable information and is completely and totally compliant with all spyware legislation such as SPYBLOCK. According to an eMarketer research report from September 2004, the interstitial ad format (also referred to as a "transitional page") combines a much higher response rate and a more positive user attitude toward the ads than traditional pop-ups and pop-unders.

midADdle's Contextual Marketing Network - An Interactive Marketplace

midADdle's network provides advertisers with a platform to reach more than 10 million users per day. Based on relevant keywords and online reports that disclose impressions, clicks and campaign actions, midADdle's contextual marketing network maximizes click-through and conversion rates and increases positive brand awareness. It also features some of the most state of the art optimization techniques which have attracted some of the biggest advertisers on the web today. Combining state of the art targeting with advanced optimization, midADdle has grown into a serious player in the contextual advertising space. To ensure the user experience is never abused, each midADdle ad provides users with the option to directly opt out of current or future ads and the option to Add/Remove programs.

midADdle's Publisher Network - Quality Counts

The midADdle Network contains more than 250 qualified publisher sites who gain customer support from site visits and software downloads, and who earn 65% of all interstitial ad revenue. The midADdle publisher network leverages its contextual technology to target ads based on site content and category, delivering highly relevant ads to websites. Publishers are screened based on strict criteria from advertisers and adult, hate or violent publishers are not permitted. The midADdle Network, therefore, enables advertisers to place ads on a series of appropriately targeted websites. midADdle will also be offering more ad formats such as InVues, pop-unders, and more rich media ads at the end of January and plan to launch traditional banners, skyscrapers, and expandable banners sometime in February.

The midADdle Network Bridges Advertiser, Publisher and User

Initiated by user action, the midADdle Network operates very similar to television's ad-supported programming. By agreeing to view a small number of highly relevant ads while surfing, consumers are able to download quality software at no charge. This arrangement enables software publishers to get paid for their work while offering their product for free. midADdle empowers advertisers and publishers to reach a more accurate audience in a non-intrusive, more sophisticated way that is user solicited. By teaming with quality publishers and leveraging midADdle's ad-serving software and robust reporting capabilities, advertisers are able to get their message across in a more credible format.

The midADdle Network's key market benefits include:

--Ad display: interstitial ad views are sizeable and displayed in the full browser to capture user attention

--Time display: users know exactly how long the ad will be displayed and users see their destination URL 

--Contextual technology: based on highly relevant content keywords, advertising is always applicable and targeted

--Brand awareness: higher click-through rates and more meaningful impressions

--Smarter campaign: hourly online reports enable advertisers to fine-tune campaign optimization settings in near real-time

--Easy opt-in and out: midADdle software is easily installed and easily uninstalled; ads are easily viewed or skipped

--Stringent publisher screening: every ad appears on a trusted site and every publisher agrees not to publish inappropriate content

For more information, call midADdle Sales Director Jason Miner at 508/ 529-4929.

About midADdle LLC

MidADdle, LLC (www.midaddle.com) is a privately-held company that operates the midADdle Network, a highly targeted contextual marketing network that balances the interests of publishers, advertisers, and users. The midADdle Network combines advanced contextual awareness technology with broad download distribution to create a highly effective advertising platform that reaches over 10 million unique users daily. midADdle's unique model delivers dramatically higher response rates than traditional ad networks, helping advertisers increase brand awareness, catalyze customer action, and improve ROI on their advertising spend.