March 29, 2004

Chitika Launches RealContext, the Premier Real-Time Contextual Ad Targeting Service that Combines the Best of Both Worlds: Content and Behavior-based Ad Targeting

Improved Relevancy Drives Increased Profits to Publishers and Advertisers Alike

Shrewsbury, MA - March 29, 2004 - Chitika, Inc., a leading developer of on-demand contextual targeting services, announces the release of RealContext(SM), a real-time, scalable, content and behavior-based ad-targeting service. RealContext combines the strengths of both content and audiences' interests to deliver highly targeted ads.

Unlike Google's AdSense, RealContext's innovative matching engine includes a feedback loop that actively monitors audiences' behavior. In real-time, it adapts to the likes and dislikes of consumers to display content relevant ads that are also targeted to match their interests. "If you have the same news story on two different sites, one whose audience includes sports fanatics and the other that attracts financial enthusiasts, RealContext will show different ads. It chooses the most relevant ads based upon the content of the web page, as well as, what works best for consumers," says Venkat Kolluri, Co-founder and CEO of Chitika.

Through Chitika's partnerships with major ad networks such as ValueClick's Search123 and Enhance Interactive, RealContext allows Publishers to rapidly begin generating incremental profits. "Clients can use RealContext in two different ways. They can access the service directly to dynamically display revenue-earning ads from Chitika's ad networks. Or, they can choose Chitika's private label service where they can use RealContext to access a specific network of their choice," notes Lauren McIntyre, VP of Chitika Marketing.

Chitika's real-time service was designed and developed to dynamically spider and extract the main themes on a web page and find the most effective advertisement. Since RealContext dynamically matches the right ads to the right pages, this service is especially useful on websites with dynamic content. Instead of relying on offline processes or restricting the matching to manually predefined categories or topics, web pages are spidered and tagged in real time. The end result is incremental revenues with seamless integration and little effort.

"I was able to implement RealContext within minutes on my web sites. The result was higher click throughs for advertisers while enabling a richer experience for consumers on the site. In the end, it's a win-win situation, says John Coronella, President of Active Advantage, a leading Search Engine Marketing Optimization consulting company.

About Chitika, Inc.
Chitika, Inc., develops real-time, scalable, on-demand contextual targeting services to help online businesses leverage their two biggest assets: content and online audience. Chitika's services are based on the company's patent-pending Content and Behavior-based Targeting (CBeT) technology. These services enable highly relevant and targeted information extraction and retrieval using contextual information to find the most relevant and targeted advertisement, product and/or offer that best matches both the content on a web-page and the visitor's interest profile.

For more information, please visit www.chitika.com or send email to [email protected].com.