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TMCNet:  interCLICK and BlueKai Team to Deliver Optimal Campaign Results for Online Advertisers

[October 21, 2008]

interCLICK and BlueKai Team to Deliver Optimal Campaign Results for Online Advertisers

NEW YORK & SEATTLE --(Business Wire)-- interCLICK, Inc. (OTCBB: ICLK), the fastest growing ad network in the US(1), and BlueKai, the online industry's first data exchange focused on intent data and consumer control, today announced a partnership aimed at increasing scale and targeting precision for online advertising campaigns across interCLICK's ad network. interCLICK was invited to be a beta partner for the recently-launched BlueKai Data Exchange and is now fully leveraging the world's largest repository of intent data to enhance campaign performance for its agency and advertiser clients.

BlueKai has an innovative business model that provides ad network partners with the ability to bid and pay for access to highly qualified data that reveals audiences with commercial intent. This powerful data enhances ad targeting, in-market segmentation and data monetization for interCLICK clients.

"At BlueKai, our model is built on a belief that intent data is THE essential ingredient that drives efficient targeting for any online advertising initiative. The campaign success realized by interCLICK and its automotive client is a true validation of this emerging model," said Omar Tawakol, CEO, BlueKai. "We look forward to a continued partnership with interCLICK to deliver marketing value to their clients, but at the same time, bring consumer participation and control into the equation."

Furthering the strength of this partnership, both interCLICK and BlueKai are members of the Network Advertising Initiative (NAI) and adhere to high standards for consumer privacy and choice. In addition, interCLICK and BlueKai websites both provide access to the BlueKai Registry, an online tool that brings consumer participation and choice to the forefront. Via this tool, consumers can see the information that has been collected about them and have the ability to edit their online preferences or opt-out completely.

Revving Campaign Performance with Better Targets and Segmentation

A testament to the strength of the BlueKai and interCLICK partnership are results recently achieved for a major auto manufacturer's in-market campaign. Campaign highlights include:

-- interCLICK supplemented its own vertical market data with data it acquired and customized from BlueKai to return a response rate two-to-three times greater than ordinarily achieved with traditional contextual or demographic targeting.

-- With the BlueKai data it had validated and tested, interCLICK clearly identified an audience of auto prospects who displayed intent to purchase a specific type of car from its client's and competitors' brands.

-- Once the campaign launched, performance even outperformed advertiser re-targeting while delivering much higher reach, proving that BlueKai data was the most effective data source interCLICK tested for this campaign.

-- Incorporating BlueKai data, interCLICK assembled a qualified in-market auto audience of more than 3.1 million impressions in less than one month.

-- With interCLICK's deep network transparency, the auto manufacturer was able to see how well its campaign performed on a site-by-site basis across the network in order to adjust segments and allocations for future campaigns.

"interCLICK has a powerful ad serving engine that performs at its peak when it's fueled with premium data. We only invest in high quality "brand" data that is vetted by experts for its validity and specificity," said Michael Katz, president, interCLICK, Inc. "We understand that behavioral targeting is only as good as the data, which is why we team with providers like BlueKai to deliver greater campaign transparency and performance to our clients. It's not just about collecting volumes of data on would-be buyers, it's about finding the best data and delivering access to consumers in the right context, at the right time."

(1) According to comScore Media Metrix, June 2008

About BlueKai

BlueKai created the first online data exchange designed with consumer transparency and control in mind. By aggregating valuable shopping and research activities across the Internet, BlueKai is building the world's largest database of true intenders. Unlike ad networks, BlueKai does not sell ads or impressions, it simply provides data on-demand for marketers, ad networks or publishers to boost the quality and scale of ad targeting initiatives. Data providers earn revenue in a privacy friendly way. The BlueKai Registry enables consumers to see what marketers know about them, edit their online preferences and gain rewards in charitable donations. The privately-held company is based in Bellevue, WA with offices in Bellevue and the Bay Area. For more information, visit

About interCLICK

interCLICK, Inc., operates the interCLICK Network, an online ad network that combines advanced behavioral targeting with site by site reporting, allowing advertisers to identify and track their desired audience on an unprecedented level. interCLICK offers advanced proprietary demographic, behavioral, contextual, geographic and retargeting technologies across a network of name brand publishers to ensure the right message is delivered to a precise audience in a brand friendly environment. interCLICK is a member of the Network Advertising Initiative (NAI). For more information about the interCLICK Network, visit

Forward-Looking Statements

Except for statements of historical fact, the matters discussed in this press release are forward looking and made pursuant to the Safe Harbor provisions of the Private Securities Litigation Reform Act of 1995. These forward-looking statements reflect numerous assumptions and involve a variety of risks and uncertainties, many of which are beyond the company's control that may cause actual results to differ materially from stated expectations. These risk factors include, among others, limited operating history, difficulty in developing, exploiting and protecting proprietary technologies, intense competition and additional risks factors as discussed in the Form 10KSB dated April 15, 2008 filed by the company with the Securities and Exchange Commission, which are available on its website at

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