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 BUILDING-B SELECTS CLARIA'S AXON PLATFORM Axon to provide personalization engine supporting individualized programming and advertising for new, on-demand video entertainment service REDWOOD CITY, CA - April 10, 2007 - Claria ( www.claria.com ) announced that it has entered into an agreement with Building-B to develop a personalized experience for TV viewers that combines television with the best of the internet. Together, the companies will partner to offer consumers the ability to elect automatic programming recommendations and the delivery of relevant content and advertising. Building-B is developing a break-through on-demand video entertainment service that enables delivery of video content from broadcast and cable television, movies studios and the internet directly to the living room TV. Building-B's entertainment platform provides each member of the household with a personalized selection of television and video content based on their TV viewing habits. Claria's patented Axon Personalization Platform dynamically identifies consumers' ever-changing interests based on their web browsing activity. By combining the technologies, consumers are provided with highly relevant content and high-value advertising. "We initially looked to Claria for their extensive experience in the behavioral targeting of advertisements, but realized that their new Axon platform also provides significant consumer value as a compliment to our content personalization technology," said Phil Wiser, Chairman and President, Building-B. "With Axon, if a user is spending time at the National Geographic Web site on their PC, we can offer up nature and science programs to that user on their living room TV." This partnership represents the next evolution for the behavioral targeting and campaign analysis techniques made popular by advertisers on the Web. For example, an auto maker will be able to target a 30-second TV spot to the group of users that are actually in the buying cycle for a car instead of relying on the traditional guess work associated with demographic targeting. Advertisers will then have the ability to more closely track the results of their campaigns by utilizing interactive advertising units that give real-time feedback on the effectiveness of the message and the targeting. "By leveraging Claria's unique strengths, Building B is able to empower our content and broadcast partners to connect with consumers in unprecedented ways leading to greater brand loyalty and greater advertising revenue." said Buno Pati, Chief Executive Officer, Building B. "Axon was designed to provide our partners the benefits of offering a more personalized experience to their consumers." said Scott VanDeVelde, President and CEO, Claria Corporation. "Building-B has a stellar team and an exciting new service. We are thrilled they have chosen Axon to power key components of their offering." About Axon Personalization Platform: Claria provides its Axon platform to companies that want to provide compelling personalization features for end-users and increase the value of their advertising inventory. Claria's Axon platform provides easy-to-implement features that understand user interests, organize content and present relevant information across multiple devices for end users. Claria has spent eight years and more than $100 million developing its Axon technology, and has numerous patents pending. About Claria Corporation: Founded in 1998, Claria pioneered online behavioral marketing and recently expanded its core technology to provide personalization of content for consumers. Claria's personalization platform automatically provides end users with relevant content and advertising based on their anonymous Web-wide behavior. This technology is available to content providers to make their web sites, software and hardware applications more tailored to their consumer's interests. Claria headquarters are located in Redwood City, California, with offices in Chicago, Illinois and Tokyo, Japan. About Building-B: Building-B Inc., founded in June 2006, is developing a break-through consumer video entertainment system that incorporates the unique strengths of wireless broadcast technology and the internet to deliver a personalized, broadband video experience. The company's all on-demand service seamlessly integrates content from television stations, cable networks, movie studios and the internet in a simple plug-and-play device directly to the living room television. Building-B's entertainment system represents the easiest, most cost-effective way for consumers to take advantage of the latest video entertainment features including HDTV, Digital Video Recording, personalized content and advanced navigation. Building-B Inc. is a privately held company headquartered in Belmont CA. |