Path to Conversion Findings Underscore the Importance of Tracking and Analyzing All Channels and How They Work Together to Drive Optimal Results

WESTLAKE VILLAGE, Calif.--(BUSINESS WIRE)--June 11, 2008--ValueClick, Inc.'s (Nasdaq: VCLK) technology division, Mediaplex, today announced that its Path to Conversion findings show the significant influence of channels such as display, email and search in driving overall conversions. In analyzing aggregated results from campaigns conducted for clients over the past seven months, Mediaplex found that 70% of conversions were preceded by exposures or interactions with two or more online channels prior to the final conversion event. The analysis also revealed that 45% of the conversions credited to paid search were preceded by an exposure and/or interaction with at least one of the client's display advertising banners prior to converting.

While much of the credit for final conversion events continues to be attributed to the "last click" - which is often paid search - Mediaplex's Path to Conversion findings reveal how consumers interact with multiple online channels prior to that final conversion event. This in turn is helping Mediaplex's clients gain a more holistic understanding of their paid search, natural search, display, email and performance-based online marketing campaigns and the influence they have on each other and, ultimately, overall campaign results.

Mediaplex's studies also showed that paid search links are often simply used as navigational tools as opposed to new lead generators, with 70% of paid search conversions coming from branded keywords. These findings further demonstrate the importance of looking beyond just the last click in order to gain a richer understanding of what is driving conversions.

"For years Mediaplex has been addressing the importance of tracking and managing marketing campaigns across multiple channels through our industry-leading single tracking platform," said Ann Hoey, general manager of Mediaplex. "As our clients began tracking a greater number of marketing channels, it became apparent that they also needed greater transparency into their data on a much deeper level, which is why we introduced our Path to Conversion data and analytics service offering last year."

Unlike other products currently being beta-tested in the industry, Mediaplex's Path to Conversion offering:

• Has been proven successful with a number of client installations for well over a year
• Includes all online marketing channels rather than just paid search and display
• Provides customized analysis for each individual client so that they can define a custom attribution formula, vs. a one-size-fits all approach

"We understand the value of tracking and analyzing marketing programs for our clients along with the interaction between the different online channels, which is why we became interested in Mediaplex's Path to Conversion solution," said Josh Dreller, director of media technology for Fuor Digital. "Our goal was to go deeper into the analytics and data to find what was happening beyond the last click. By utilizing Mediaplex's data and analytic service offering, we have been able to achieve greater insight into the data path across multiple channels and touch points to further maximize programs for our clients."

About ValueClick, Inc.

ValueClick, Inc. (Nasdaq: VCLK) is one of the world's largest online marketing services companies, offering comprehensive and scalable solutions to deliver cost-effective customer acquisition for advertisers and robust revenue streams for publishers. ValueClick's performance-based solutions allow customers to reach their potential through multiple online marketing channels, including affiliate and search marketing, display advertising, lead generation, ad serving and email technology, and comparison shopping. ValueClick brands include Commission Junction, ValueClick Media, Mediaplex and PriceRunner. For more information, please visit www.valueclick.com.