Press Release

Additions to Executive Team Prepare adBlocks for Growth

Kennebunkport, ME, July 5, 2006 -- adBlocks is pleased to announce the reorganization and strengthening of its executive team. Jon Safford , formerly Chief Operations Officer, has assumed the role of Chief Executive Officer; Matt Frizzell has been promoted to Chief Technical Officer. The promotions come at a time of substantial change for the company. adBlocks completed a second quarter launch of the newest version of its flagship product, a Sales Force Automation (SFA) solution for the advertising sales industry. This new version is the result of a year-long, ground-up rewrite of the application that uses Java technology to access a powerful, backend SQL database. The company expects to the new product to create new opportunities for growth.

Jon Safford, CEO

Safford has been at adBlocks since 1996, when he came aboard to support the sales and development of the start-up company. Prior to joining adBlocks, he served in a variety of roles for sales and production in the broadcast and cable industry, including Time Warner's cable division. For the past five years, he has served as adBlocks' Chief Operations Officer, directing the coordinating the company's various departments. Asked about his vision for the future of the company, Safford is optimistic about the potential for growth: "The change to a SQL platform has been a seachange for us. It allows for the most significant realignment of company resources in our twelve-year history. The implications for our future growth are far-reaching."

Safford expects the SQL version to reduce customer support requirements and allow the company to reallocate human resources into product development and sales. Over the last four years, adBlocks' business model shifted to focus on multi-user deployments. To support a Citrix-based deployment of the previous database solution has required a dedicated IT staff in addition to customer support representatives.

Now the company can focus its support efforts on giving excellent service to the end-user. Safford anticipates a significant reduction in call volume for technical issues, which means support staff will be able to strengthen current relationships through more end-user training and product support. More important, technical staff--which has been dedicated to working with customers' IT departments on network topology, data conversion, and enterprise-level stability issues--can now start to focus on product development and the rapid customization of the product's core feature sets to emerging markets. Over the course of the coming year, the company expects to migrate its customer base to the new SQL product.

Matthew Frizzell, CTO

Frizzell joined adBlocks as a technical support specialist in 2001, immediately after graduating from Bates College . He quickly became an essential element of the company's growth, making important contributions to product development and managing increasingly sophisticated deployments for adBlocks' clients. He was instrumental in the decision to migrate to the SQL platform and was chosen to oversee development efforts. At the conclusion of the product redesign, he was promoted to Chief Technical Officer.

Commenting about the new version of adSails, Frizzell observes: "We now have a product that is significantly more scalable, more user-friendly. Simply put, it gets the job done for our clients. adSails performs better than anything else on the market." The client-server architecture of the new version places fewer demands on customers' IT infrastructure and provides a faster, more stable, and more consistent end-user experience than was previously possible.

The redesign, because of its comprehensive scope, also gave adBlocks developers the opportunity to consolidate much of the functionality that had been added on an ad hoc basis over the last several years. "We developed an entirely new data structure that has extended product functionality in ways that we are only beginning to take advantage of." As examples, Frizzell cites the new HTML-based report and contract layouts, which can be customized and managed more efficiently than in the past. New feature sets that are possible with the SQL-based version of adSails include Microsoft Outlook integration and Web Services integration with other third-party applications. Frizzell is excited to push the adSails feature set even further: "We have an outstanding team of programmers and a new development platform that allows us to be more responsive to the needs of the marketplace than we could have anticipated at the beginning of this project."

Together, Safford and Frizzell see a new opportunity for the growth of the company. In addition to reducing support demand for the company, the new client-server architecture obviates the need for Citrix in large deployments, dramatically reducing the cost of ownership for the company's clients.

Four years ago, adBlocks offered a distributed application built on a platform that made enterprise deployments problematic. As the IT infrastructure of the company's client base improved, adBlocks saw the opportunity to develop a hosted application that could deliver far more functionality to sales managers. "We redesigned the interface and hosted the new application using Citrix," says Safford, "but the Citrix licensing costs priced many potential customers out of the market. It was a major hurdle--it has actually prevented many of our current clients from upgrading to a hosted solution." Frizzell concurs: "Now that Citrix is no longer a requisite, adBlocks can offer a true enterprise solution for no more than the licensing costs associated with our old distributed version."

Safford expects that the lower cost of ownership will give adBlocks greater traction in new segments of the advertising sales market, particularly in media that have been traditionally slow to adopt technology as part of their operations. In particular, he sees non-traditional advertising media as an increasingly important element in the advertising marketplace. Accordingly, adBlocks anticipates meeting the needs of such emerging media as Online, Digital Signage, and Out-of-Home advertising sales organizations. "We expect our current clients will be pleased to see the company diversifying our client base. It is confirms the worth of our service at the same time that it strengthens us as a company and allows us to be a stronger technology partner."

About adBlocks

adBlocks ( www.adblocks.com ) is an advertising support company that develops Customer Relationship Management (CRM) and Sales Force Automation (SFA) solutions for the advertising sales industry. Its database software, adSails, maximizes efficiencies and drives incremental revenues for the ad sales operations of some of the largest media companies in the world. By focusing on the needs of the advertising marketplace, adBlocks amortizes traditional customization costs across the entire industry, rather than passing them on to individual customers. As a result, the company delivers superior functionality at a competitive price point relative to generic CRM/SFA solutions. Founded in 1994 to serve the needs of the cable advertising industry, the company serves eight of the top ten cable operators, including all of the top five, and has a market share of greater than 60%. In recent years, adBlocks has expanded to serve the needs of the larger advertising sales vertical, with clients in out-of-home, internet, newspaper, and magazine advertising. adBlocks is privately owned and headquartered in Kennebunkport , Maine .

adBlocks and adSails are registered trademarks of adBlocks, Inc., Kennebunkport, Maine . Copyright © 2006 adBlocks, Inc.