SOURCE: Aptimus, Inc.

April 10, 2006 09:00 ET

Aptimus Launches 10 Targeted Channels

SAN FRANCISCO, CA -- (MARKET WIRE) -- April 10, 2006 -- Aptimus, Inc. (NASDAQ: APTM), the "point-of-action" online advertising network, today unveiled ten new distribution channels for the Aptimus Network. The Aptimus Network is a unique online advertising network that generates leads for advertisers. The new channel approach gives advertisers the option to place offers within the Aptimus Network or choose specific target channels for placements. Each channel consists of category-leading Web sites that are grouped by content and enable advertisers to effectively reach highly engaged online consumers with the Aptimus point-of-action ad placements. The ten Aptimus channels include: Active Downloaders, African American, Communication, Early Adopters, Home/New Movers, Local Markets, Photo, Promotional, Self-improvement, and Social Networking.

Aptimus' winning formula places relevant offers on category-leading Web sites in places where consumers are highly engaged such as at the point of purchase, registration, download, login, or other transactional activity. The launch of the ten channels further strengthens this formula for advertisers and publishers alike.

The news follows Aptimus' recent announcement of enhanced behavioral and demographic targeting technology. This technology fine-tunes audience segmentation by combining desired demographic targets and consumer behavior within a contextual environment. Within each of the ten channels, advertisers have available this demographic targeting to enable them to target by zip code, age, gender, income or country. In addition, Aptimus performs extensive lead validations to validate physical address, email, phone and permission. Phone validation includes the recently announced Call Confirm technology that calls the phone number to ensure validity.

"With so many media and advertising channels vying for the attention of the online consumer, this enables advertisers to break through the noise and target THE customer they want to reach," said Rob Wrubel, President of Aptimus, Inc. "Over the past year we have been developing and testing new ad formats that can be placed in a variety of transactional locations on a Web site. The introduction of these channels brings this vision to life." Each channel consists of the leading Web sites within each category for the most qualified leads. The ten Aptimus channels include:

--  Active Downloaders Channel: Providing access to over 25 million
    impressions per month from engaged downloaders on the Web's most popular
    download sites.
--  African American Channel: Reaching over 4.5 million unique, engaged
    African Americans on the category-leading Web sites.
--  Communication Channel: Reaching Web sites where consumers are
    communicating with others.
--  Early Adopters Channel: Providing access to nearly 20 million engaged
    early technology adopters each month.
--  Home/New Movers Channel: Reaching engaged consumers who are interested
    in products for the home. Many of these consumers are either considering a
    move or have recently moved.
--  Local Markets Channel: Reaching consumers on the Web sites they use
    frequently for local information.
--  Photo Channel: Targeting consumers who are active photographers and
    photo sharers.
--  Promotional Channel: Reaching consumers who are visiting some of the
    leading Web sites on the Internet.
--  Self-Improvement Channel: Targeting consumers interested in improving
    the quality of their lifestyle, health, wealth and education.
--  Social Networking Channel: Reaches the Internet's most engaged
    audience segment where they are most comfortable interacting.
Web publishers can benefit from the new Aptimus channels because they know only the most relevant offers will be shown to their Web site visitors and the ads will be placed in key transactional places without compromising the look and feel of their site.

More information on Aptimus' ten new channels can be found at

About Aptimus, Inc.

Aptimus is the "Point-of-Action" online advertising network that reaches engaged users by placing promotional offers in the transactional areas of the Web sites they trust. The network consists of ten targeted channels supported by category-leading Web sites that reach over 7 million highly valuable unique consumers each month. The company's unique optimization technology continually moves targeted offers to the Web sites where they reach algorithmically-targeted prospects and generate the best consumer response. Aptimus' current advertisers include many of the top 500 direct marketers such as Procter & Gamble, Nokia, Dell, SC Johnson and Carnival Cruises. Aptimus has offices in San Francisco and Seattle, and is publicly traded on the NASDAQ NM under the symbol APTM. More information on Aptimus is available at the company's Web site at

Contact Information

    John Wade
    Chief Financial Officer
    Aptimus, Inc.
    415-896-2123, ext. 245
    Email Contact

    Holly Nuss
    Public Relations
    Aptimus, Inc.
    Email Contact