MyCity.com! Teams Up With nCognito! to ProtectConsumer Privacy.

Business Editors

MIAMI--(BUSINESS WIRE)--May 17, 2000

Web Surfers Benefit from Targeted Advertising and Content While

Maintaining Complete Anonymity

MyCity.com(TM)!, America's largest community portal, today announced that is has partnered with nCognito(TM)!

"I firmly believe there are two things home consumers want out of the Internet," commented Wolf Shlagman, MyCity.com President, CEO and co-founder. "They want vital, useful, readily available information customized to their own interests and they want the same degree of privacy that they have traditionally enjoyed with radio, television and print. Our partnership with nCognito will fill both those needs."

The benefits of the relationship will extend to home consumers, advertisers, and MyCity.com franchisees. Home consumers provide MyCity.com a demographic thumbnail sketch that is not attached to their name or e-mail address, thus protecting them from unwanted Internet intrusions such as annoying "spam." By anonymously tracking the consumer's Web surfing habits and correlating those habits with the demographic profile, nCognito's exclusive nSight(TM)! reporting system will allow MyCity to deliver highly targeted ads and content to the consumer.

Not only will this make for a better Internet experience for the consumer, but the advertiser will profit as well, paying only for reaching potential customers instead of a more general audience. And because of the targeted nature of the advertising, MyCity will be able to charge premium rates, which means greater revenue streams for its franchisees.

"This association with nCognito really points us where we want to go," noted MyCity.com's VP of Advertising Sales Michael Perham. "We want to be the hometown Internet site for over 50,000 U.S. cities, though in our online hometown everybody doesn't have to know everybody's business. I believe marketers can still position their message in an effective way without intruding on the privacy rights of individuals. Home consumers will have the satisfying experience of a Web site customized to their needs without feeling like their names and addresses have been fed into a giant marketing machine. This is the Internet the way it was meant to be."

MyCity.com and nCognito are both participants in the TRUSTe Internet privacy program, a voluntary association of Web sites dedicated to protecting Internet users' rights and privacy. "TRUSTe is becoming the Good Housekeeping Seal of Approval of the Internet," added Shlagman. "It's our way of telling home consumers they can have total faith and confidence in MyCity.com."

About MyCity.Com

MyCity.com, America's largest local community portal, is a national network of online city guides serving more than 50,000 US hometowns. Focused on the needs of local residents, MyCity features comprehensive information on local government, parks, neighborhoods, organizations, clubs, activities, events, services, schools, real estate, news, personalities, arts, entertainment, sports, recreation, businesses, shopping guides, professional resources, weather and more.

Bringing local consumers and businesses together through its Local Wide Web, MyCity.com provides small businesses the easiest, quickest and most cost-effective means to create, market and maintain their own Web sites. Through products like MyWebkit(TM)!, MyCity Mall, MyCity Targeted Ad Delivery System and the Local Business Resource center, MyCity brings local businesses into the electronic business arena, driving in-store traffic and enabling the click and mortar marketplace.

About nCognito Interactive Services

Established in 1999, nCognito Interactive Services, Inc. is a leading provider of strategic business information to Web-based businesses. nCognito works in partnership with Web sites to gather and track anonymous demographic profiles of Web users. nCognito enables its partners to analyze their profile databases to efficiently customize ads and content. Throughout the process, the Web user remains anonymous. For further information, contact nCognito at 888-205-2045 or visit www.nCognito.com.