Released on = February 3, 2006, 8:09 am

Press Release Author = Katy Howell

Industry = Management

Press Release Summary = UTcontextual's six networks to adhere to the TRUSTe
verifiable standards sponsored by Yahoo!, AOL, Computer Associates, CNET Networks
and Verizon

Press Release Body = Utarget is backing the independent industry standards,
monitoring and enforcement program for adware, TRUSTe.

The company confirms that all six contracted networks managed by UTcontextual, will
strictly adhere to the TRUSTe download program. The program, set to launch early
this year, will create a 'whitelist' of downloadable software, more commonly known
as adware.

In the UK, UTcontextual the specialist division of Utarget PLC manages campaigns as
a reseller for UTzone, Metrics Direct, Best Offers, Exact and Hotbar. The company
also manages clients campaigns on Claria and Whenu.

UTcontextual was formed in December 04 further to an acquisition of the business
from TBG Ltd, who disposed of the business to focus on their core Media Planning and
Buying business.

Phil Cooper, managing director at Utarget PLC, comments: "As the largest reseller of
permission based adware in the UK we have always managed our UTcontextual network
responsibly. All our products are permission based, with clear uninstall and origin
labelling requiring the user to opt-in. Our backing of the TRUSTe program reassures
advertisers and separates our legitimate adware network from rogue software and
questionable ad networks.

"It makes good business sense for our advertisers to work with networks that respect
the user. Aside from the fact that this protects their brand, advertisers get
quality leads, better targeting and ultimately more full page ad views when the
consumer has consented to use the adware".

The UK adware market is considered to be worth £10m and estimates based on the US
market suggest that the industry will grow faster than search marketing which is
reaching saturation. As a consequence, now is a critical time for legitimate adware
to differentiate from the dubious practices of spyware.

"UTcontextual has always delivered ethical advertising opportunities, and it is no
surprise that they are first in the UK to publicly back the TRUSTe initiative," says
Tony Sullivan of Media Campaign Services.

Tony continues: "Legitimate adware will have a core part to play in the online
marketing mix this year. Results speak for themselves and campaigns are incredibly
efficient as they deliver advertising in context with the users own search or
keywords. If implemented correctly, as with UTcontextual, they are welcomed by the
consumer and effective for the advertiser."

Adware allows consumers to obtain something they want for free in exchange for
receiving advertising from adware downloaded to their desktop. The software then
scans the users whereabouts on the net, or use of keywords and delivers relevant
adverts. UTcontextual networks limits adverts to three different ads per day, which
enhances conversion rates further.

The UTcontextual network is currently working with major agencies such as Diffiniti,
with campaigns having been implemented across agencies for Dell, Norwich Union,
Carphone Warehouse, etc
.ends/

Editor's notes

Utarget plc

Utarget plc is the UK's largest product led new media sales house. The key division,
UTarget, utilises in-house and externally managed networks, which deliver full
screen web adverts across contextual, subsites and interstitial platforms.

Additionally, the company owns, manages and resells core niche online media within
the UTMedia division. These include the community website 50connect.co.uk received
by more than 1Million Over 45s,which was recently awarded Esuperbrand status by the
Superbrands.org council.


Contact:
Katy Howell
Tel: 0845 408 2031
katy.howell@immediatefuture.co.uk

Web Site = http://www.immediatefuture.co.uk

Contact Details = Vine House
143 London Road
Kington upon Thames
Surrey KT2 6NA