BURST MEDIA UPGRADES ADCONDUCTOR OPTIMIZER™ TO AUTOMATE OPTIMIZATION OF SPECIFIC CONSUMER ACTIONS

Provides Powerful Management and Analysis Capabilities for Publishers and Advertisers

Burlington, MA—July 31, 2007— Burst Media, a leading provider of advertising representation, services and technology to independent Web Publishers, today announced new enhancements to Burst’s AdConductor Optimizer that are designed to allow users to optimize campaign performance based on several distinct types of consumer actions on ads they see online. AdConducter Optimizer gives users the ability to fine tune the delivery of campaigns they are running for their advertisers and efficiently achieve their advertising objectives through a set of automated analytic tools.

Burst AdConductor works for Independent Web publishers – both single site and online media networks –offering technology, business process consulting, and services to manage their advertising operations. These latest Optimizer enhancements provide Burst AdConductor with greater flexibility to identify the best performing ad placements and provide AdConductor customers with detailed information to better utilize their ad inventory.

This latest release of the Optimizer allows users to evaluate and weight different types of consumer actions in relation to an ad for a particular advertising campaign. Actions can be weighted and evaluated based on lag time from seeing a specific advertisement, the location of the ad placement within a site, and the conversion value to the advertiser. With this enhanced information about the consumer’s behavior, the decision to use a particular advertising placement within a site is much more clearly understood. Furthermore, with this improved campaign optimization technology, users will gain clearer insight into how best to maximize the efficiency and revenue potential of their ad inventory, and strengthen advertising client relationships.

“The ability to finely segment the audiences for various online properties allows for better placement of ads that consumers react to,” said Harry Klein, COO and general manager for Ad Conductor at Burst Media. “As media clutter has increased, breaking through to the consumer is an increasingly difficult task for advertisers. We are committed to designing tools that yield better campaign performance and maximize revenue opportunities and growth potential for web publishers.”

About Burst Media

An online media and technology company founded in 1995, Burst Media (www.BurstMedia.com) is a leading provider of advertising representation, services and technology to independent Web Publishers. Burst Media enables advertisers to reach finely segmented, engaged consumers as they visit Burst's extensive number of interest-based sub-channels. Through its Burst Network and Burst Direct units, the company represents one of the broadest and deepest offerings of interest-based websites online. Burst also markets its ad management platform, adConductor™, which empowers content websites, online ad networks, and web portals to manage the complete process of ad sales and service. Burst Media is headquartered in Burlington, Massachusetts, with offices throughout the United States and in London, UK. For more information, visit www.BurstMedia.com or call 781.272.5544.