Participation Supports Industry-Agreed Standards for Online Ad Audits

LONDON, UK and RALEIGH, NC – July 19, 2005 – Accipiter Solutions, Inc., an online advertising technology leader since 1996, today announced that the company is one of a group of new members participating in ABC ELECTRONIC’S Associate Subscriber program. This program encourages and enables suppliers in the new media industry to demonstrate their support for industry-agreed standards as set by JICWEBS (www.jicwebs.org)*.

Industry suppliers such as web analytics vendors, hosting companies, advertising agencies and trade bodies are all eligible to join. By participating in the program, Accipiter and the other participants are proving their commitment to assuring advertisers that the money they invest online is well spent.

“These audits are important not only for media buyers and owners engaged in individual transactions, but also for the industry as a whole,” commented Richard Foan from ABC ELECTRONIC. “Participation from companies like Accipiter is key to the continued growth and success of the online sector.”

The Associate Subscriber Scheme encourages discussions and technical consultancy between the subscriber and ABC ELECTRONIC to ensure everyone is working towards the same goals, thereby providing added value to ABC ELECTRONIC’s clients. Associate Subscribers can also participate in the ABC ELECTRONIC Internet Technical Group (ITG) meetings which are designed to ensure all clients and their suppliers can participate in developing and evolving the industry-agreed rules and methodologies.

Accipiter’s inclusion in the program was driven by the participation of one of its key European customers, Associated New Media (ANM). ANM is the digital publishing division of Associated Newspapers Ltd., which publishes the websites Dailymail.co.uk, Mailonsunday.co.uk, This is London, This is Money and This is Travel. ANM was the first online media owner to audit its ad serving program, powered by Accipiter’s AdManager.

"We believe in providing clear information to our advertisers and partners,” explained Mark Milner, COO, Associated New Media. “Accipiter has supported and enabled the auditing of our ad serving capabilities, allowing us to send a positive message that we are transparent in all of our operations.”

“Accipiter is committed to the principles of greater accountability and measurement of online advertising,” said Michael Keaton, director, Accipiter European Operations. “We look forward to leveraging our involvement with ABC ELECTRONIC to help our customers and others build successful online advertising strategies.”

About ABC ELECTRONIC
ABC ELECTRONIC (www.abce.org.uk) was established in 1996 as the industry owned, tri-partite, not for profit organisation, which works on behalf of advertisers, media buyers and media owners to provide third party independent verification and certification for data related to electronic media (Internet, Email, SMS, Interactive TV, WAP, PDA and Streaming audio and video) in the UK and Ireland.

ABC ELECTRONIC’s role is to manage standards for the industry through its work with JICWEBS*, and to provide credibility, comparability and transparency for electronic media. This gives advertisers the opportunity to maximise returns on marketing budgets by using ABC ELECTRONIC certified media and ensures that stakeholders (marketers, investors, media owners, media buyers, advertisers) can invest in electronic media with confidence and trust.

ABC ELECTRONIC serves the online media communities in the UK and Ireland, and is leading an international network setting global standards for electronic media. ABC ELECTRONIC delivers global measurement standards for local markets through its work as Chair of the IFABC web standards group. www.ifabc.org.

*JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland) is a body created by the UK and Ireland media industry. Its purpose is to ensure independent development and ownership of standards for measuring use and effectiveness on a site-centric, census basis of advertising on electronic media. www.jicwebs.org. ABC ELECTRONIC supports the work of JICWEBS by delivering audit and certification services for electronic media usage to these industry agreed standards.

About Accipiter
Based in Raleigh, North Carolina and London, UK, Accipiter, an online advertising technology leader since 1996, empowers Web publishers and media networks to maximize revenue and reduce operating costs through innovative online ad management and behavioral targeting technologies. Accipiter’s industry-leading products provide effective campaign management and optimization, accurate inventory forecasting, up-to-the-minute reporting, precise audience targeting, and the ability to easily deliver and track any rich media format-all in real-time. With more than 350 customers worldwide, over 50 billion online ads are served each month using Accipiter technologies. Accipiter’s experienced staff delivers solutions, services, and world-class support that help customers future proof their investments as their business needs evolve. For more information, please visit www.accipiter.com.

About Associated New Media
Associated New Media (ANM) is the digital publishing division of Associated Newspapers Ltd, one of UK's premier national newspaper groups, which publishes the Daily Mail, The Mail on Sunday, Evening Standard and Metro. Launched in 1995, ANM publishes some of the UK's most successful new media resources and services. For more information visit www.anm.co.uk

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AdManager is a trademark of Accipiter Solutions, Inc. All other company and product names may be trademarks or service marks of the company with which they are associated.

Media Contact:
Shawn Ramsey-Kroboth
SRK Communications for Accipiter
Phone: +1 919-359-0947
Mobile: +1 919-621-0737
shawn@srkcommunications.com

Published on: 12:00AM on 19th July 2005