SOURCE: Omniture, Inc.

October 26, 2006 16:24 ET

Omniture Announces the Immediate Availability of the Open Transaction Framework™

New Omniture Universal Tag Introduces a Single Data Collection Method for Online Applications

OREM, UT -- (MARKET WIRE) -- October 26, 2006 -- Omniture, Inc. (NASDAQ: OMTR), a leading provider of online business optimization software, today announced the immediate availability of the Open Transaction Framework™, or OTF. OTF is designed to simplify data collection from both online and offline sources. This new technology introduces the Omniture Universal Tag that eliminates the costly, time-consuming, and error-prone process of implementing and maintaining multiple data collection methods (i.e. tags, beacons, sensors, etc.) across online applications such as e-mail, ad serving, site search and behavioral targeting. And, by consolidating data collection overhead, the size of the tags on Web pages can be reduced by 10 - 20 percent each, making Omniture customers' Web sites more efficient.

OTF provides a point of entry into the infrastructure already laid by Omniture, which collected over 350 billion transactions in Q3 2006, across more than 1,500 of the Internet's leading companies. A site implemented with OTF has an information map that touches all site pages, is managed through a single point, can access business specific customer attributes, and utilizes Omniture's existing image and URL management algorithms and code. Omniture customers can work with their third-party application providers to more quickly and more cost effectively implement the applications that improve online customer engagement and interaction.

"Today, data collection across online marketing applications is time-consuming and costly for businesses," said Jim Sterne, Internet Marketing expert, and producer of the Emetrics Summit. "I applaud the leadership that Omniture is taking by bringing such an elegant solution to the market."

OTF Partner Accreditation Program

Online application providers can become OTF Accredited through a new program that creates and certifies OTF application plug-ins. Accreditation is granted on an application level, after testing and validating that the application plug-in complies with functional and performance specifications. In addition, at the time of a customer implementation, Omniture will work with partners to ensure the plug-in is properly configured to fully leverage the existing Omniture implementation.

"Omniture is taking a leadership role in the industry by eliminating one of the biggest challenges in implementing online applications," said Brent Hieggelke, chief marketing officer at Touch Clarity. "Customers are all about time-to-market, so anything we can do to accelerate that process will be highly valued."

For information on becoming OTF accredited, visit

"Our customers are faced with significant deployment and management challenges when trying to adopt third-party applications that help them run their online businesses -- all while managing thousands, if not millions, of pages on their sites," said Josh James, CEO and co-founder at Omniture. "The ability to consolidate all of these measurement systems into a single, proven infrastructure will dramatically reduce their costs and time-to-value when deploying new applications. Additionally, this opens an enormous opportunity for our partners to more easily offer and deploy their accredited solutions to the growing Omniture customer base. Through OTF, Omniture is essentially opening up its vast Internet 'plumbing' to bring its customers and Accredited Partners together in an accelerated way."

For more information about OTF, visit

About Omniture

Omniture, Inc., is a leading provider of online business optimization software, enabling customers to manage and enhance online, offline and multi-channel business initiatives. Omniture's software, which it hosts and delivers to its customers on-demand, enables customers to capture, store and analyze information generated by their Web sites and other sources and gain critical business insights into the performance and efficiency of marketing and sales initiatives and other business processes. In addition, Omniture offers a range of professional services that complement its online services, including implementation, best practices, consulting, customer support and user training provided through Omniture University™. Omniture's customers include eBay, AOL, Wal-Mart, Gannett, Microsoft, Oracle, General Motors and Hewlett-Packard.

Note on Forward-Looking Statements

Management believes that certain statements in this release may constitute "forward-looking statements" within the meaning of Section 21E of the Securities Exchange Act of 1934 and Section 27A of the Securities Act of 1933, including, but not limited to, statements regarding the Open Transaction Network and the related partner accreditation program and the expected benefits to customers and partners. These statements are based on current expectations and assumptions regarding future events and business performance and involve certain risks and uncertainties that could cause actual results to differ materially, including, but not limited to, risks associated with our ability to continue to develop and maintain the Open Transaction Network and partner accreditation program, adoption by customers and partners of the network and accreditation program, our ability to develop or acquire new services, the continued growth of the market for on-demand, online business optimization services, changes in the competitive dynamics of our markets, the inaccurate assessment of changes in our markets, errors, interruptions or delays in our services or other performance problems with our services, our ability to hire, retain and motivate our employees, our ability to develop and maintain strategic relationships with third parties with respect to either technology integration or channel development, the adoption of laws or regulations, or interpretations of existing law, that could limit our ability to collect and use Internet user information, the blocking or erasing of "cookies," the unauthorized disclosure of personally identifiable information regarding Web site visitors, whether through breach of our secure network by an unauthorized party, employee theft or misuse, or otherwise, changes in relevant accounting standards and securities laws and regulations; and such other risks as identified in Omniture's quarterly report on Form 10-Q for the period ended June 30, 2006 and from time to time in other reports filed by Omniture with the U.S. Securities Exchange Commission. These reports are available on the Investor Relations page of our corporate Web site at Omniture undertakes no duty to update any forward-looking statement to conform the statement to actual results or changes in the company's expectations.

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