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BlueLithium Unveils BlueTheory, First One-to-One Online Advertising Platform Connecting Web Users with Relevant Ads

AD:TECH 2004 Attendees Get First Look at BlueTheory, Web Content Natural Language Analyzing Platform that Drives the Most Relevant Online Ads to Web Users

SAN JOSE, Calif.--(BUSINESS WIRE)--May 24, 2004--

BlueLithium (www.bluelithium.com) a new provider of online advertising technology and services, today announced BlueTheory. BlueTheory reads a web page in a split second, understand the natural language of a webpage, deciphers the tone, concepts and ideas presented, and gets ads Internet users will find relevant based on the exact content. The result: Targeted, relevant ads are connected with internet users without tracking online user behavior, collecting personal information or relying on misleading keyword matches.
"Relevancy plays a crucial role in connecting online advertising with Web users," said Gurbaksh Chahal, CEO of BlueLithium. "BlueLithium's BlueTheory uses natural language processing to understand Web content and sends an ad that matches the relevancy of the content. The publisher receives phenomenal returns for their content, the advertiser reaches new customers, and the consumer appreciates the relevant advertising without compromising privacy or the overall Internet experience."

Take a page detailing the negative effects of a protein rich diet. Key word searches would pick up the word "protein" and send an ad for a "How to Get Started on a Protein Rich Diet" book. BlueLithium's service would understand the negative context of the page using natural language processing algorithms and send relevant ads for alternatives like South Beach or Weight Watchers. This is one to one advertising that connects Web users with ads that are relevant, useful and targeted like never before.

BlueLithium is operationally profitable with revenues rolling in after just five months of operation. A select list of BlueLithium customers include Eli Lilly, Novartis, Verizon, Wells Fargo, Caesars Entertainment, Alaska Airlines, Delta Airlines, Hawaiian Airlines, AskJeeves, LampsPlus, and Gateway. By bringing together 1000 affinity-based websites with a network that will reach 60% of all Internet users and serves over 4 billion impressions, BlueLithium offers access to the rapidly growing online advertising marketplace and provides agencies, publishers and advertisers a clear - cut, measurable path to reaching online consumers with the introduction of BlueTheory.

In addition to BlueTheory, BlueLithium also launched BlueMarkets and Blue Response today.

BlueTheory

BlueTheory is an online advertising platform that matches ad messages to the exact context of Web content and creates a useful and meaningful exchange of ads without compromising the Web user experience. The response to initial exclusive previews of BlueLithium's new technology to invitation-only agencies, publishers and advertisers in San Francisco and New York earlier this year was overwhelming.

BlueMarkets

Through BlueLithium's BlueMarkets advanced ad serving technology, advertisers can reach out to Web users by channel, geo-target and specific demographics quickly and easily. For example, a major loan company can provide Internet users the interest rates of a mortgage loan in their DMA or location in real-time. The rate itself can be updated anytime. The rate changes through a live feed function. The rest of the ad remains untouched.

BlueResponse

BlueResponse is a separate network of sites compromised of small to medium sized publishers focused on a cost per acquisition basis. In this network, advertisers pay only for results. In the coming weeks BlueLithium will be announcing behavioral targeting and automated optimization technology within this product to make sure maximum distribution in achieved.

About BlueLithium

Founded earlier this year BlueLithium is rapidly becoming a leading digital marketing and technology company. Its hallmark product BlueTheory analyzes the natural language of Web content and matches ads that online consumers can use. The BlueLithium cost-effective, low-risk, pay for performance Internet advertising solution enables publishers and e-marketers to create personalized online advertising programs with precise targeting, scheduling and reporting capabilities. For more information about privately held, operationally profitable BlueLithium, BlueTheory, BlueMarkets and BlueResponse, go to www.bluelithium.com.

Contacts


Ramdev Communications
Santosh Ramdev, 510-435-8978
santosh@ramdevcommunications.com

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