PointRoll `Transforms' Internet Advertising with New Ad Format: TomBoy.

Business Editors

FORT WASHINGTON, Pa.--(BUSINESS WIRE)--May 17, 2004

PointRoll, Inc.

-- TomBoy online ads offer advertisers better-performing,

impactful ad units with brand metrics; offer publishers repeat

business, bigger campaigns and more advertisers; and offer

users non-intrusive, entertaining format and the ability to

get more information without leaving site

PointRoll, Inc., the rich media ad leader, today unveils the latest addition to its product lineup: TomBoy, the company's newest ad format. PointRoll's successful FatBoy expandable ads help advertisers raise awareness with millions of Web users every day. Now, TomBoy will meet the often-opposing needs of designers, who must create beautiful, eye-catching ads, and publishers, who need to limit the file size of ads to ensure quick page loads.

TomBoy transformable ads are non-intrusive, page-based ads that can be of any dimension and served on virtually every Web site. TomBoy technology quickly downloads a static placeholder ad as a Web page is first displayed. Moments later, the TomBoy technology seamlessly transforms the placeholder ad into a full featured rich media ad.

Once a Web surfer rolls over the ad - no click required - TomBoy can transform again. An image can transform into an animated JPG, HTML text might transform into a streaming video clip, and a java applet may transform into an audio file. With an unlimited creative opportunity, advertisers can present their best creative.

TomBoy is design software agnostic. It is compatible with HTML, Java, audio, video, Macromedia Flash, or any combination of these - it can even mimic an actual Web page, if desired. Unlike competitors' products that rely entirely on Flash, TomBoy ads break the creative boundaries imposed by individual publisher specifications and make it easy to re-use existing digital assets without reprogramming. In addition, TomBoy allows ads to be "hundreds of K," unleashing creativity and allowing a world of new possibilities with plentiful file sizes.

TomBoy ads also offer full interaction with the ad - including forms and even transactions - so users never have to leave the current page to learn more about a product or service or to initiate a relationship.

Television advertisers can create a single 30-second or 60-second spot which can be run on any station. With TomBoy, advertisers can make one ad for each visual size and PointRoll can seamlessly distribute it, speeding up the process and eliminating stress.

"It is important to make the Web a friendlier place for traditional advertisers. Now, TomBoy makes it simple and obstacle free for advertisers to display their products in a non-compressed virgin state," said Jules Gardner, CEO of PointRoll. "TomBoy takes advantage of proprietary technology PointRoll has used for years, to make it possible to run the same TomBoy on every site in the media buy, worldwide. As a result, agencies and advertisers are already lining up."

Ad agencies using the TomBoy format for client campaigns include TBWA\Chiat\Day for Absolut, GM Planworks for Ditech.com, and several others.

"We are excited about the possibilities TomBoy offers," said Jay Krihak, Group Media Director from The Digital Edge. "As publishers roll out larger in-page ad units, it's critical that advertisers employ tactics that allow the user to maintain control of their experience, while marketers deliver richer creative than 100k file size limitations allow. By accommodating both, advertisers are sensitive to the user experience and audiences get more relevant product information. This way, everyone wins."

PointRoll is introducing TomBoy to the world via a major marketing campaign which will include print, online and direct marketing components, all with a creative twist. The TomBoy character is personified by a real eight-year old girl with street smarts and attitude. To see the TomBoy and view her rap video, please visit www.pointroll.com.

A Tough Solution to Beat

-- UNIVERSAL SITE ACCEPTANCE: Serve the same TomBoy ad on any

major Web site worldwide or across all of them with PointRoll

one-stop trafficking. TomBoy eliminates site specification.

-- MUCH MORE THAN FLASH: Use any creative software tool - Flash,

HTML, Java, GIF, JPEG, video, audio - or any combination to

express your message.

-- MORE K THAN YOU KNOW WHAT TO DO WITH: Use more than 100k in

the ad and watch the creative load quickly using PointRoll

proprietary technology. Finally... limitless creativity.

-- METRICS TO BURN: Track all the standard impression and click

data and also multi-event reporting such as activity rate,

brand interaction rate, ad display time and data capture.

-- EVERY SIZE PAGE-BASED AD: Deliver any sized ad unit - banners,

rectangles, skyscrapers of any dimension - publishers have on

their Web pages.

-- DEEPER CONTENT: Deliver multiple levels of engaging content

within the current ad space on a publisher's site.

About PointRoll, Inc.

PointRoll, Inc. is a leading provider of rich media marketing services. Founded in 2000, the Company enables advertisers, agencies and online publishers to measurably increase conversion opportunity, brand awareness, creative expression, and message content - without disrupting the user's online experience.

PointRoll's proprietary technology platform delivers a suite of rich media products including: Tomboy(TM) transforming ads, FatBoy(TM) expanding banners, TowelBoy(TM) snap-back units, and BadBoy(TM) floating ads, dramatically enhancing the impact of any Internet ad campaign. PointRoll's rich media experts support every campaign with full service including creative consultation and development, Q/A testing, and trafficking.

PointRoll works with more than 400 advertisers and many leading online publishers including Yahoo! (NASDAQ:YHOO) and AOL.

For more information about PointRoll, please visit http://www.pointroll.com.