MediaTrust
Press Center and Media Coverage

SAN FRANCISCO – April 24, 2007 – ad:tech 2007 – MediaTrust, Inc. today announced that Advaliant, its next generation affiliate performance network, and PlayPhone, the leader in direct-to-consumer mobile content destinations, have been recognized as a finalist for “Best Affiliate Marketing Campaign” in the 2007 ad:tech Awards. Ad:tech San Francisco is taking place this week, April 24-26 at the Moscone Center.

PlayPhone approached Advaliant with the primary objective of increasing its user base by appealing to consumers using mobile handsets. In addition, PlayPhone wanted to build a trusted brand name loyalty among its target demographic. Advaliant created a custom campaign for PlayPhone that allows the company to market through various interactive affiliate channels including e-mail, search marketing and banner advertising.

PlayPhone has worked with Advaliant to build the most successful mobile content campaign on the Advaliant network. Since the campaign launched in July of 2006, PlayPhone has experienced an average 30 percent growth in revenues, and a 30 percent increase in real leads. In addition, PlayPhone has established exclusive arrangements with many of the top mobile content developers in order to provide consumers with compelling content that enhances their mobile phone experience. As a result, the PlayPhone brand is very strong and is perceived as new and fresh in the industry among gamers and music lovers.

“PlayPhone initially selected Advaliant for its in-depth knowledge of the mobile entertainment industry, its understanding of our targets and goals and its commitment to helping us achieve them,” said Kate Spivak, senior director of Online Marketing at PlayPhone. “I have rarely had the opportunity to work with such a trustworthy and dedicated team. We are excited to be recognized by ad:tech as a finalist for our campaign results to date, and we look forward to continued collaboration with Advaliant in the future.”

“Advaliant’s pay-for-performance business model helps companies such as PlayPhone to optimize marketing budgets,” said Jivan Manhas, President of Advaliant. “This industry recognition serves as further validation that we are delivering highly effective programs that result in quality lead generation, traffic and transactions for this growing industry leader.”

The 2007 ad:tech awards ceremony will take place at ad:tech San Francisco, on Wednesday, April 25. More than 130 judges have reviewed the submissions.

About MediaTrust
MediaTrust (www.mediatrust.com) is an ecosystem of online media properties.  MediaTrust combines innovative interactive media and advertising technology with human service and expertise.  Companies that choose MediaTrust benefit from relevant and intelligent online campaigns that deliver higher ROI and greater success in acquiring customers, creating brand awareness, generating sales and driving traffic.

MediaTrust is comprised of: Advaliant, a performance-based affiliate marketing network; data management, mobile marketing and Search and Social Media Optimization services; leading-edge media technologies and the MediaTrust Integrated Solutions Group (ISG). The ISG is comprised of specialists that analyze customer needs and build custom performance-based campaigns that optimize returns for each advertiser and publisher.

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Media Contacts:
Christine Cefalo for MediaTrust
Cefalo Communications
619-237-1051
christine at mediatrust dot com

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