Focalex Unveils Revenue Maximization Technology for Online Publishers and Advertisers

Focalex Unveils Revenue Maximization Technology for Online Publishers and Advertisers

BOSTON, Feb. 3 /PRNewswire-FirstCall/ -- Focalex, Inc., an Internet advertising and affiliate marketing company, and wholly owned subsidiary of Intermix Media, Inc. (AMEX:MIX), announced the release of Constellation, an innovative suite of technologies that enables Web publishers to monetize users more effectively and allows advertisers to obtain targeted leads with rich demographic data. Constellation, a combination of Intermix Media and Focalex best of breed marketing and optimization technologies is expected to serve as the backbone of Intermix Media's performance based marketing efforts. Focalex was acquired by Intermix Media in November of 2004.

The technology underlying Constellation is intended to allow Web publishers to monetize and optimize advertising units that directly interact with the customer, such as user registrations, user logins, casual game plays and animations. Constellation will be used throughout the Intermix Network of Web sites, as well as through its extended network of Focalex affiliates. Constellation served targeted lead generation advertisements to over 2.3 million unique users in January.

Publishers can benefit from Constellation's dynamic optimization and customization features when their users receive the most relevant offers available for delivery. The result is powerful targeting features and capabilities for advertisers to collect targeted leads. Advertising oriented features include:

* Demographic profiling and targeting based on registration data;

* Local geographic targeting to the zip code level;

* Real-time U.S. Postal Service address verification and coding accuracy
support system (CASS) certification;

* Algorithmic optimization of all advertisers on an individual publisher
basis;

* Data validation, verification and cleaning.



"As one of the largest networks on the Internet, we have an enormous opportunity to capitalize on the tremendous growth of performance based marketing," said Richard Rosenblatt, CEO of Intermix Media. "While Intermix has always attracted a large pool of online direct marketers, we have not always been able to fully optimize those campaigns. Constellation is expected to facilitate more effective monetization of our millions of visitors while collecting vital response and performance data. Our objective is to use those 'learnings' to better serve our extended network by increasing their effective CPMs."

About Intermix Media

A leading online media and ecommerce enterprise, Intermix Media utilizes proprietary technologies and analytical marketing to develop unique content, an active community and innovative ecommerce offerings. The Intermix Network blends user-generated and proprietary online content to motivate its users to spend more time on its Network and to invite their friends to join them. By integrating social networking applications, self publishing and viral marketing, the Intermix Network has grown to over 17 million unique visitors per month, including such flagship properties as Myspace.com and Grab.com. Intermix also leverages its optimization technologies, marketing methodologies and the Internet through its Alena unit, where it launches branded consumer product offerings. Alena expands Intermix's consumer reach by marketing select high margin and innovative products directly to the consumer across the Internet. In doing so, Alena cost effectively builds consumer brands, such as Hydroderm, and drives new users back to the Intermix Network.


Source: Intermix Media

CONTACT: Bennet Ratcliff of Group SJR, +1-310-806-6200,
bratcliff@groupsjr.com, for Intermix Media


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