Etology Launches Japanese Ad Exchange Network AdButterfly.com

NEW YORK, NY--(Marketwire - November 5, 2007) - Ad:Tech -- Etology, a global leader in "do it yourself" online advertising currently delivering one billion advertisements per day worldwide, today announced the launch of AdButterfly, a Japanese online ad exchange network. By internationally mobilizing their online ad-exchange platform for AdButterfly, Etology is able to provide a focused advertising marketplace for user-generated websites in Japan. With a strong focus on blogs, along with their strategic partnership with CGM, AdButterfly is primed to progressively advance "self-serve" advertising in Japan. AdButterfly's alliance with Technorati Japan further maximizes their innovative platform with a tag-focused engine that utilizes content keywords and ad targets. AdButterfly empowers site owners to determine market value for their ad space, set the price and sell directly to advertisers. AdButterfly's transparent 'tag-vertising' effectively delivers a high-impact open marketplace for sellers and advertisers to focus-deliver in target markets with a higher ROI.

"Ad Butterfly is a first-of-its kind ad marketplace that puts the advertisers and the bloggers in touch with each other on equal footing and adds genuine context and respect to a relationship that has suffered in modern advertising. We're really looking forward to testing it in the Japan market and set a standard for authentic conversational marketing worldwide," said Joi Ito, Venture Capitalist, Entrepreneur and Board Member, Technorati.

"With AdButterfly we have effectively created a democratic marketplace for Japanese consumers to sell their ad-spaces in a user-driven venue to a robust advertising community seeking to reach a wide-variety of niche Asian markets," comments Brock Purpura, CEO, Etology.

Advertisers can maximize any size budget with an easy-to-use navigation dashboard thus eliminating the usage of an agency or media buyers. AdButterfly's flexible "do it yourself" ad machine allows users to determine where their particular ad will go based on CPA values. This next generation self-service advertising 2.0 enables any business to decide how much they want to want to spend in online advertising dollars and where they want their ad seen online. The backend dashboard also helps users to monitor with live statistic and control the ROI results on the ad spend. For more information or to enter the AdButterfly exchange marketplace, please visit www.AdButterfly.com.

About Etology:

Founded in 2005 and based in Foster City, CA, Etology is revolutionizing worldwide online advertising with its new breed of Advertising 2.0. Etology empowers website owners to sell their ad space directly to advertisers while mutually giving advertisers the opportunity to directly place ads on targeted sites. Etology serves text and banner online ad packages ranging from standard ad units to banners and skyscrapers. For more info on the next generation self-service advertising marketplace please visit www.etology.com.

About Joi Ito

Ito is the chairman of the board of Creative Commons and the chairman of Six Apart Japan. He is on the board of Technorati, Digital Garage, WITNESS, Pia Corporation, Socialtext and iCommons. He is the founder and CEO of the venture capital firm Neoteny Co., Ltd. In October of 2004, he was named to the board of ICANN for a three-year term starting December 2004. In August of 2005, he joined the board of the Mozilla Foundation. He served on the board of the Open Source Initiative (OSI) from March 2005 until April 2007. He currently serves as a Board Emeritus for OSI. He was a founding board member of Ex'pression College for Digital Arts as well as the Zero One Art and Technology Network.

Contact Information: Contact: Jessica Hasson Terpin Communications Group 1-310-663-3958