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Performics Unveils New Data Feed Optimization Technology Introducing Data Feed Marketing, Powered by FeedLab(SM) NEW YORK, March 1 /PRNewswire-FirstCall/ -- Performics(R), the performance marketing division of DoubleClick (NASDAQ:DCLK), today introduced FeedLab(SM) at the Search Engine Strategies Conference & Expo (SES) in New York. FeedLab, Performics' newest data feed management technology, is a flexible, intelligent software platform developed by Performics to automate and optimize data feed marketing. The FeedLab technology will help power more than 100 current Performics data feed clients and will offer online advertisers an opportunity to leverage online distribution, improve reach and ranking, and drive sales through search, shopping comparison and affiliate Web sites. "Data feed marketing is an increasingly critical advertising opportunity. As the only leading provider of affiliate and search marketing services and technologies, Performics recognized the need for enhanced technology to realize the power of data feed marketing," said Stuart Frankel, senior vice president of DoubleClick and general manager of Performics. "FeedLab is the result of proprietary insight, more than 5 years of experience managing and optimizing data feeds for marketers, and unparalleled access to performance data across a variety of publishers." Performics developed FeedLab to automate cross functional processes and scale data feed marketing programs. The FeedLab technology focuses on distribution, data feed enablement, optimization and logistics to fully automate and improve data feed delivery and performance for clients. The FeedLab technology is used by Performics' data feed management team to acquire, segment, transform and produce customized data feeds. Performics has long-standing relationships with search engines and publishers that can utilize an advertiser's data feed. For example, data feeds drive Overture SMX and Google's AdAutomator, enabling advertisers to better enhance results, content and copy. FeedLab not only scales the delivery and optimization of data feeds, but the technology integrates input from "paid search" results, search queries and third-party information to improve the relevancy of the data feed and enhance an advertiser's results. In addition to search feeds, FeedLab also manages an advertiser's data feed with comparison shopping engines, Web publishers and participants in the Performics affiliate network. There are currently more than 100 online publishers utilizing client data feeds through Performics. "New data feed distribution opportunities are unfolding every day, and each publisher has different criteria and opportunities for optimization," added Frankel. "Advertisers need a scaleable solution for data feed marketing, and FeedLab delivers high performing feeds. FeedLab improves time-to-market for a new advertiser/publisher data feed exchange from weeks to days." As the only leader in both affiliate and search engine marketing, Performics is uniquely positioned to maximize the value of any advertiser's data feed. For a demonstration of the power of FeedLab, please stop by booth# 1016 at SES. About DoubleClick Inc. DoubleClick is the leading provider of solutions for advertising agencies, marketers and web publishers to plan, execute and analyze their marketing programs. DoubleClick's marketing solutions -- online advertising, search engine marketing, affiliate marketing, email marketing, database marketing, data management and marketing resource management -- help clients yield the highest return on their marketing dollar. DoubleClick Inc. has global headquarters in New York City and maintains 22 offices around the world. Contact: Jenny Connorton DoubleClick Inc. (212) 381-5183 DATASOURCE: DoubleClick Inc. CONTACT: Jenny Connorton of DoubleClick Inc., +1-212-381-5183, Web site: http://www.doubleclick.com/ http://www.performics.com/

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