adXML.org Goes Live with XML Schema for B2BAdvertising Data Exchange.

Business Editors and Technology Writers

@dtech 2000

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SAN FRANCISCO--(BUSINESS

Global Open Standards Organization Announces First Digital

Transmission of Advertising Insertion Order

Achieving a "Kitty Hawk" milestone for the digital advertising world, adXML.org today announced the successful transmittal of the first live digital insertion order "written" in the adXML vocabulary.

Having launched its first beta in February of this year, adXML.org is this week proposing a 1.0 release of the online DTD (Document Type Definition) section of the adXML specification. adXML.org's end-of-year goal is to include all media types in its final release.

The first digital insertion order was transmitted by Mediaplex, Inc. (Nasdaq:MPLX), a leading advertising technology company and lead sponsor of adXML.org, and received on the publisher side by L90, Inc. (Nasdaq:LNTY), a leading provider of online advertising and direct marketing solutions for advertisers and Web publishers and an adXML.org Online subcommittee member. Utilizing the adXML vocabulary, the order described all data specifications for the placement of an online campaign for a prestigious automobile advertiser. Mediaplex performed the campaign planning, buying and ad-serving functions on behalf of its client, Critical Mass, an interactive advertising agency.

adXML.org was launched in December 1999 as a vendor-independent initiative to develop business practices and infrastructure standards for the full automation of the exchange of commerce and content data among all sectors of the advertising industry.

Now composed of more than 140 participating companies, adXML.org has defined nine subcommittees representing traditional media including print, TV, radio and outdoor, as well as new media including online, e-mail, set-top box/broadband and the wireless market.

"By enabling the real-time automation of every advertising business transaction all along the supply chain, from advertisers to agencies and publishers, the adXML technology significantly minimizes the costs and delays associated with current routing and processing procedures," said Art Scott, Mediaplex's Director of adXML and adXML.org Chairman. "Although the advertising industry has made attempts to set standards for EDI transmission of contractual data, EDI is a proprietary, not an open, standard and requires both expensive translation software as well as support personnel on both sides of the process. adXML eliminates this expense and makes any digital trade easy to set up and to receive."

"The first digital transmission of an insertion order marks the beginning of an exciting common cross-business communication platform," said Frank Addante, L90 CTO. "With the advancement of adXML, the ability to transfer information across disparate systems will greatly benefit workflow efficiencies for an industry still largely relying on fax, e-mail and overnight delivery to exchange business data."

adXML.org will be sponsoring a workshop at @d:tech today from noon to 1 p.m., presented by Art Scott, chairman of adXML.org. Presentations by adXML.org subcommittee chairs are scheduled as well as live online advertising industry interoperability demos.

About adXML.org

adXML.org is an international, open standards organization, established to define an advertising XML schema for both online and offline media. adXML.org was originally conceived and developed by Mediaplex, Inc. as part of the infrastructure for automation of the online advertising market. adXML is now being expanded to address all advertising modalities and is rapidly gathering industry backing as an open international standard. XML is a metalanguage, providing self-describing information. It has been called a system for defining other languages. adXML is designed to describe the way advertising data is formatted and exchanged between agencies, advertisers and publishers over the Internet. For more information or to register, visit www.adxml.org.