Adchemy Launches Platform to Manage Digital Audiences

Increased Market Demand for Audience Relationship Management (ARM) Results
inSignificant Customer Adoption, Accenture Alliance and Investment
REDWOOD CITY, Calif.--(Business Wire)--
Adchemy, the pioneer of Audience Relationship Management (ARM), today formally
introduced its technology that uses science and data to help large marketers and
their agencies connect at scale with their audience in meaningful ways. The
company has already secured a large number of customers. The launch comes in
conjunction with the announcement of a strategic global alliance with Accenture
today, under which the two companies will help large enterprises and their
agency partners build more effective digital experiences for their customers.
Tim Breene, Accenture`s senior managing director of Strategic Initiatives, joins
Adchemy`s Board of Directors. In addition, Accenture has made an equity
investment in Adchemy`s recent $30+ million funding round, along with existing
investors Mayfield Fund and August Capital.

"We see audience relationship management as an emerging category that has the
potential to dramatically alter the online advertising landscape," said Breene.
"Every marketer has an audience segmentation model. Making this segmentation
work on an anonymous digital audience has been a perpetual challenge for digital
marketers. Audience relationship management effectively addresses that problem."

Adchemy`s state-of-the-art Audience Management Platform uses science and data to
help large marketers and their agencies connect with their audience in
meaningful ways. The platform allows marketers to customize banner ads, search
ads and websites in real time. It consolidates audience data, identifies
audience segments, values them, and automatically delivers relevant and
consistent marketing messages to each segment. As a result, marketers can
massively scale their digital marketing campaigns while maximizing audience
engagement and conversion.

Audience Relationship Management (ARM) Category

Most companies face high barriers in tailoring their digital marketing to each
audience segment and deliver less-than-relevant untailored experiences to all
segments. Marketers are challenged with obtaining reliable predictions about the
content that would be the most relevant to different audiences and then
navigating operationally inflexible systems to adjust their marketing campaigns
to respond to different segments. Furthermore, functional departments each have
their own siloed relationship with audiences, forcing the conversation to
re-start at each consumer touch point.

ARM is an emerging category of solutions, with many companies driving the trend.
Just as Customer Relationship Management (CRM) enables a seamless experience
across multiple touch points with a customer, the ARM vendors help marketers
build relationships with audiences before they become customers.

The goal of ARM is to maintain a tailored conversation with an audience segment,
and do so with high levels of operational efficiency for marketers.

"Marketers need to have more meaningful interactions with their audience members
in order to increase the probability of making them customers," said Murthy
Nukala, CEO of Adchemy. "The emerging ARM category is addressing this issue with
many point solutions in the market. But there hasn`t been a solution that
ensures consistency or continuity across all these interactions."

"The Internet has long held the promise of individualizing interactions with
audiences, and Adchemy is making it possible at scale," said John Danaher,
President, TransUnion Interactive. "Adchemy is delivering ROI by helping us
better understand our audiences and introducing operational efficiencies to
truly deliver tailored marketing messages. We believe Adchemy`s partnership with
Accenture to help large marketers compete in the digital channel is very
important and necessary.

Adchemy Audience Management Platform

The Adchemy platform is available for marketers in two integrated sets of
solutions: Adchemy for Search and Adchemy for Display.

Adchemy for Search

Adchemy for Search allows search engine marketers (SEMs) to improve audience
engagement and conversion by creating highly relevant and consistent marketing
experiences at mass scale.

Adchemy for Search automates several steps:

* Models consumer intent in a keyword metadata structure
* Annotates keywords in a SEM`s keyword portfolio with metadata, and enables the
SEM to create a large number of highly relevant keywords.
* Creates "tightly themed" ad groups which contain keywords with similar
metadata.
* Generates highly relevant, intent-based, grammatically correct ad copy for
each ad group.
* On click, dynamically composes landing pages that are highly relevant to the
keyword and consistent with the ad content.
* Manages bids on keywords, and tracks conversion and profitability for each
keyword.
* Consolidates campaign management and reporting across all major search engine
publishers into one interface.
* Can share data with call centers to ensure consistency of telemarketing calls
* Continuously tests and optimizes ad copies and landing pages to ensure maximum
ROI

As a result, search marketers can scalably create and manage highly relevant ad
copy and landing pages for every single keyword in their portfolio. Audience
engagement and conversion are maximized, and overall search marketing ROI
increases.

Adchemy for Display

Adchemy for Display allows display marketers to improve audience engagement and
conversion by identifying very specific audience segments and creating highly
relevant and consistent marketing experiences at mass scale. Adchemy for Display
automates several steps:

* Creates a standard representation of an online audience member
* Provides an integrated solution to reach more audience members across a wide
footprint of publishers and ad exchanges
* Allows marketers to cherry-pick high-value audience segments in real-time
* Dynamically creates a banner ad that is targeted specifically for an audience
segment
* On click, dynamically composes a landing page that is relevant for a specific
audience segment and consistent with both the displayed banner and the banner
element clicked upon
* Can share data with call centers to ensure consistency of telemarketing calls
* Continuously tests and optimizes banner and landing pages to ensure maximum
ROI

As a result, marketers using Adchemy for Display no longer need to buy large
pools of undifferentiated inventory and waste countless impressions. Marketers
can create very specific audience segments, price them accordingly, and
automatically show highly relevant and consistent marketing messages to each
segment.

About Adchemy

Adchemy is the pioneer of Audience Relationship Management (ARM). It is a
technology company that uses science and non-PII data to help large marketers
and their agencies connect at scale with their audience in meaningful ways. More
than 300 customers have used Adchemy, to present a cohesive, customized
experience across multiple touch points with audience members. The company was
founded in 2004 and is based in Redwood City, CA. www.adchemy.com.

For Adchemy:
Corie Pierce, 646-202-9758
adchemyteam@horngroup.com
or
Nicole Matthews, 646-202-9773
nmatthews@horngroup.com

Copyright Business Wire 2009