aQuantive Launches DRIVEpm, New Entry in Performance Media Space; New aQuantive Business Unit to Compete in Rapidly Growing Behavioral Targeting Category.

Business Editors/High-Tech Writers

SEATTLE--(BUSINESS WIRE)--April 26, 2004

aQuantive, Inc. (Nasdaq:AQNT), a digital marketing services and technology company, announced today the launch of its new business unit, DRIVEpm(TM) (Performance Media). DRIVEpm serves as a liaison between online publishers and advertisers by buying blocks of online ad inventory from publishers and reselling the inventory to advertisers on a highly targeted basis.

"Due to our leadership in both the service and technology sides of online advertising, aQuantive is in a unique position to offer the media expertise, data granularity and scale needed to make targeted advertising and DRIVEpm a success," said Brian McAndrews, president and CEO of aQuantive. "We are excited about what we've seen from DRIVEpm since serving its first customer just five short months ago, and we feel confident that it will be a significant contributor to aQuantive in the long run."

DRIVEpm provides advertisers with a low-cost, low-risk way to target audience segments and reduce wasted impressions. DRIVEpm adds value to the inventory by precisely targeting ads in a variety of ways by using data from a number of sources -- including past online purchase behavior, demographic, geographic, connection speed and contextual information, among others. DRIVEpm marries all aspects of behavioral targeting data under one offering, providing a much more relevant advertising experience for both advertisers and consumers while making the most efficient use of a publisher's inventory. All data that DRIVEpm collects is anonymous and is used at a customer segment level. At absolutely no time is PII (personally identifiable information) collected.

"We believe that DRIVEpm is not only a win for aQuantive, but a win for the online industry in general by helping to eliminate the common enemy in online advertising -- advertising waste," said Scott Howe, general manager of DRIVEpm. "DRIVEpm helps eliminate this waste through its targeting capabilities, and, in turn, publishers realize fair value for their inventory, advertisers obtain better results, and consumers benefit from a more relevant, quality surfing experience. Everyone comes out a winner."

According to a March 2004 Jupiter Research report, only 10 percent of advertisers are currently using behavioral targeting in their online advertising campaigns, but 40 to 50 percent say they are optimistic about its potential. DRIVEpm currently works with over 50 direct advertisers and advertising agencies. Select customers include agencies such as Exile on 7th, Modem Media, Eisner Interactive and Marketing Evolution, and major advertisers such as Best Buy and WeightWatchers.com.

"Advertising waste is a huge drain on our online marketing efforts," said Kevin Eberly, chief marketing officer of WeightWatchers.com. "DRIVE's goal of controlling waste will significantly improve our return on investment."

DRIVEpm also works with top-250 publishers, as defined by comScore Media Metrix, by purchasing media from them on either a CPM (cost-per-thousand) or revenue share basis. It then sells the audience for that media to advertisers on either a cost-per-action, cost-per-click or CPM impressions basis based on the advertiser's specific advertising objectives.

"We welcome DRIVEpm to the industry. Together we have launched some incredibly sophisticated online advertising campaigns that were very smoothly implemented across our sites," said Jayne Clement of Tribune Interactive, a leading interactive news and information company with websites that include Los Angeles Times, Chicago Tribune and Newsday. "We look forward to participating in upcoming DRIVE initiatives."

More details about DRIVEpm will be given during aQuantive's Q1 financial conference call this Wednesday, April 28, at 1:30pm EST/4:30pm PST. Further details regarding the call and webcast are available on the Investor Relations section of the Company's website at www.aquantive.com/investor.

About aQuantive, Inc.

aQuantive, Inc. (Nasdaq:AQNT), a digital marketing services and technology company, was founded in 1997 to help marketers acquire, retain and grow customers across all digital media. Through its operating units, full-service interactive agencies Avenue A (www.avenuea.com) and i-FRONTIER (www.ifrontier.com), and Atlas DMT (www.atlasdmt.com), a provider of advertising technology solutions, aQuantive is positioned to bring value to any interaction in the digital marketplace. aQuantive (www.aquantive.com) is headquartered in Seattle. Atlas DMT is a member of the NAI and adheres to the NAI privacy principles that have been applauded by the FTC. These principles are designed to help ensure Internet user privacy. For more information about online data collection associated with ad serving, including online preference marketing and an opportunity to opt out of the Atlas DMT cookie, go to: www.networkadvertising.org.

Certain statements in this press release are "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995. Words such as "expects," "anticipates," "predicts," and similar expressions identify forward-looking statements, but their absence does not mean that the statement is not forward-looking. Forward-looking statements also include any other passages that relate to expected future events or trends that can only be evaluated by events or trends that will occur in the future. The forward-looking statements in this release include, without limitation, the expectation that DRIVEpm will be successful and a significant contributor to aQuantive in the long run. The forward-looking statements are based on the opinions and estimates of management at the time the statements are made and are subject to certain risks and uncertainties that could cause actual results to differ materially from those anticipated in the forward-looking statements. These risks and uncertainties include, among others, the potential failure of DRIVEpm to attract or retain clients due to competitive or alternative online marketing technology offerings by others, or the potential failure of DRIVEpm to deliver effective results for clients. More information about these and other factors that could cause actual results to differ materially from those predicted in aQuantive's forward-looking statements is set out in its annual report on Form 10-K for the year ended December 31, 2004, filed with the Securities and Exchange Commission. Readers are cautioned not to place undue reliance upon these forward-looking statements, which speak only as to the date of this release. Except as required by law, aQuantive undertakes no obligation to update any forward-looking or other statements in this press release, whether as a result of new information, future events or otherwise.