Atlas Announces Move into Digital Television Marketplace With Launch of Atlas on Demand Division

Atlas, a provider of digital marketing technologies and expertise,and an operating unit of aQuantive, Inc. (Nasdaq:AQNT), todayannounced the launch of its new division Atlas On Demand. Buildingfrom its extensive experience in providing advertisers and agencieswith accountable marketing tools for Internet media, the new Atlasbusiness will focus on delivering advertising campaign management andmeasurement solutions for the emerging On Demand televisionadvertising arena.

Broadband and cable veteran Scott Ferris will lead the division assenior vice president and general manager. The company also recentlyappointed Jay Schiller, another industry veteran, as vice president ofbusiness development.

"On Demand advertising represents a powerful and measurablechannel that is both an immense opportunity for, and challenge to,existing television advertising models," said Ona Karasa, president ofAtlas. "We've learned from working closely with the advertisingcommunity that providing a comprehensive set of workflow and reportingtools can have a mutually beneficial impact on the growth of a newmedium. We believe Atlas is in the best position to break-down thecomplexities and provide our customers with the technology andanalytics that will help accelerate the growth of On Demandadvertising. "

Atlas On Demand leverages proven and scalable Atlas technology andtranslates it into a system for managing and optimizing the On Demandworkflow. The end-to-end solution will integrate media planning andbuying, creative management, trafficking, ad decisions and dataanalytics to maximize the value of On Demand advertising.

"Pressure is building for the TV industry to find a winning modelfor advertising-supported on-demand TV," noted Josh Bernoff, Forresterprincipal analyst, earlier this month (May 5, 2005) in a researchreport entitled: The Advertising Model For Video On Demand. "Becauseas DVR penetration and VOD usage grow, consumers will get used towatching programming on their own schedule and traffic will flow toon-demand viewing. At the same time, marketers are beginning to seeon-demand as a vehicle for taking TV ads beyond simple brandawareness. All that's missing is an advertising model."

Atlas On Demand applications will be incorporated into theexisting Atlas digital advertising management solution resulting inthe first integrated On Demand advertising media platform built by andfor marketers. Atlas clients include Doner, Mediaedge:cia, Euro RSCG,Hill Holiday, Avenue A / Razorfish, Camelot, ID Media, InitiativeMedia and OMD.

Atlas On Demand is led by Senior Vice President and GeneralManager Scott Ferris, who joined Atlas in 2003. For more than 20 yearsFerris has played a significant role in bringing the two-way digitalbroadband network concept to market in the broadband industry. Ferriswas part of the US WEST team that built the first digital broadbandnetwork in the U.K. with Comcast, Jones Cable and TCI (now known asTelewest) and later introduced it into the U.S. market. He was alsoinvolved in the early deployment of Time Warner Cable'sground-breaking Full Service Network iTV trial in Orlando, Fla. AtMediaOne, Ferris created the MediaOne brand and developed thecompany's broadband cable modem and digital video strategy. Prior tojoining Atlas, he led the Starbucks Direct Marketing business unitwhere he developed key online marketing initiatives.

"Scott has been pivotal in building the Atlas On Demand business,"said Karasa. "His extensive experience in broadband and cable will beinvaluable in helping to build a bridge between advertisers andoperators in this emerging On Demand medium."

Joining Ferris, and the Atlas On Demand team, is vice president ofbusiness development Jay Schiller. Schiller is responsible forbusiness activities and strategy with operators, programmers, andtechnology partners. Schiller joined Atlas from C-COR where he wasmost recently in charge of market development for the company's OnDemand television and digital advertising solutions, and theirconvergence. Schiller brings more than 15 years experience in thecable and telecommunications industry, including roles at nCUBE, nowC-COR, where he was responsible for product management for their OnDemand and digital ad insertion product lines; and at TCI, nowComcast, where he was responsible for advertising sales' technicaloperations for the Western U.S.

About Atlas

Atlas (www.AtlasSolutions.com) is a provider of digital marketingtechnologies and expertise. Atlas offers agencies and marketersintegrated solutions for online campaign management, rich media,search marketing, landing page optimization, reporting, and analysisto maximize their online ROI, and provides a highly scalablead-serving platform to help online publishers increase revenue.

Atlas delivers the industry's most complete service and support,serving its clients from offices in Seattle, San Francisco, New York,Denver, and London. Atlas is an operating unit of aQuantive, Inc(Nasdaq:AQNT) and is a member of the NAI, adhering to the NAI privacyprinciples that have been applauded by the FTC. These principles aredesigned to help ensure Internet user privacy. For more informationabout online data collection associated with ad serving, includingonline preference marketing and an opportunity to opt-out of the Atlascookie, go to: www.networkadvertising.org.