Organization to translate thought leadership into pioneering products for advertisers, publishers and partners

NEW YORK--MediaTrust, a New York-based digital performance marketing company, has established MediaTrust Labs, a cross-company initiative intended to lead the way forward in the performance marketing industry.

MediaTrust Labs is a virtual organization within MediaTrust, integrating contributions from leaders in the company's business development, product planning, strategy, marketing and sales teams. MediaTrust Labs will prototype, test, measure and prepare a pipeline of select, high-potential technologies, concepts and web sites for integration into the core MediaTrust platform. MediaTrust Labs provides an agile, iterative environment where the company, its customers and partners can share ideas, learn quickly through trial and error, and ultimately benefit from MediaTrust Labs' mutual successes.

"It's exciting to launch an initiative that reflects the entrepreneurial spirit we have maintained throughout the company's five year history in the performance marketing industry," said Peter Bordes, co-founder and CEO of MediaTrust. "Our commitment to innovation has us moving faster than ever to deliver the best tools and thought-leadership in the market. We see no better way to do that than to continue to consistently develop and produce ground-breaking products and services."

The first round of prospective initiatives are being evaluated based on a disciplined ROI analysis that will help identify those technologies with the greatest potential to scale and create a significant business impact for MediaTrust advertisers, publishers and partners, according to Christopher Smith, director of product management for MediaTrust Labs.

"MediaTrust Labs provides the ideal environment to translate the collective knowledge of our team into real products that drive success for our partners," said Smith. "We see an opportunity to lead the performance marketing industry in several key areas, such as campaign optimization via real-time conversion analytics; automation and traffic conversion tools; fraud prevention; and integrating offers across multiple media channels, payment methods and creatives. While we're just now formalizing MediaTrust Labs, we've been working for some time now on product development with a labs-like, experimental approach. You'll see the first result of this approach very soon."

MediaTrust leadership anticipates results from the first round of Labs initiatives as soon as the first quarter of 2010. For more information or to follow MediaTrust Labs' progress, visit the MediaTrust blog at http://blog.mediatrust.com. Or, watch the latest episode of Relevantly Speaking.

About MediaTrust
MediaTrust makes pay-for-results online advertising easier. MediaTrust offers an innovative online technology platform, supported by best-in-class service, and access to the best direct response advertisers and affiliate publishers in the industry. MediaTrust enables its publisher and advertiser partners to easily create and deploy pay-for-performance marketing campaigns that deliver leads and sales. In 2009, the Company was ranked 9th fastest growing U.S. Company by Inc. Magazine and the number one performance marketing network on mThink's online advertising Blue Book list. Founded in 2004, MediaTrust is headquartered in New York City with offices in Toronto and Santa Barbara.

More information on MediaTrust can be found at:
mediatrust.com
blog.mediatrust.com
twitter.com/mediatrust
facebook.com/mediatrust
linkedin.com/company/mediatrust

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MediaTrust
Dave Coburn
dcoburn@mediatrust.com
(805) 880-6960

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