Auto loan is the first fully developed category on Reply.com’s recently launched lead exchange. It leverages Reply!’s own lead generation capabilities, as well as its existing network of lead partners, to bring immediate liquidity to the auto loan, online cost-per-lead (CPL) market and deliver more access and availability for consumers that are having difficulty obtaining financing in a challenging market.

As part of the launch, Reply.com is announcing a strategic partnership with Detroit Trading Company (DTC) that brings together two robust auto loan networks and creates the largest and most efficient repository of auto loan leads in the industry. The combined networks will bring about maximum liquidity and will more efficiently facilitate the sale and purchase of quality leads at prices determined by the market.

"We are thrilled to be rolling out a new lead category only a couple of months after our launch. We bring maximum liquidity to every category that we enter by employing our own state-of-the-art lead generation solutions, and through partnerships with other marketplaces. Together, we dramatically expand the reach of the Reply! marketplace and immediately tap into the broadest set of buyers and sellers. We are delighted that Detroit Trading Company (www.detroittrading.com), the largest lead exchange for auto finance, is involved. Now, dealers and enterprise buyers, as well as lead sellers, can profit from a highly-efficient market for auto loan leads," said Payam Zamani, Chief Executive Officer and Chairman of Reply! Inc. "By combining our two networks, we increase the opportunities for sellers to transact unsold leads and provide lead buyers unmatched control, choice, and ROI."

Detroit Trading Company operates the world’s largest automotive lead exchange (Detroit Trading Exchange), with more than 350,000 automotive leads being traded on the Exchange each month. The Exchange, with over 300 automotive lead buyers and sellers, is the only marketplace where prices, quality, and relationships are all transparent. It is the most efficient market for wholesale lead buyers and sellers. "Our partnership with Reply.com will not only allow us to expand conversion, coverage, and pricing opportunities for sellers, but will also enable buyers to efficiently satisfy their demand for quality leads at market prices," said Pete Bonner, Senior Vice President of the Detroit Trading Company. "Reply!’s deep expertise and dealer networks in the auto industry, combined with our existing broad reach, greatly enhances the monetization opportunity that DTX represents to automotive lead sellers."

About Reply!, Inc.
Reply.com is the world’s most liquid online lead marketplace, offering the highest level of control. Reply! believes it is time that businesses Go Beyond The Click™ and only pay for measurable results. It offers a marketplace that makes the process of buying and selling leads as easy as getting clicks from Google. Unlocking the potential of performance-based marketing and allowing everyone to profitably acquire prospects has always been the promise of online marketing, and Reply! is making that promise a reality for advertisers worldwide. The privately-held company was founded in 2001, and is based in San Ramon, California. For more information about Reply!, please visit www.reply.com or blog.reply.com.

Contact:
Brian Bowman, CMO
925.983.3519
brian@reply.com


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"We are honored to be recognized as one of Silicon Valley’s largest private companies. In a few years, we have gone from a business concept to a company with over 120 employees, occupying 40,000 square feet of space in San Ramon, California," said Payam Zamani, Reply! Inc. Chairman & CEO. "In a difficult business environment, we are thrilled to be profitable, growing, and recognized as the 82nd largest private company in the Bay Area."The annual list of the largest private companies in the Bay Area is a leading component of the Book of Lists published by the San Francisco Business Times. The list ranks Bay Area-based private companies by total revenue.

About Reply!, Inc.
Reply.com is the world’s most liquid online lead exchange, offering the highest level of control. Reply! offers an exchange that makes the process of buying and selling leads as easy as getting clicks from Google. Unlocking the potential of performance-based marketing and allowing everyone to profitably acquire prospects has always been the promise of online marketing, and Reply! is making that promise a reality for advertisers worldwide.

Reply! has received significant recognition for its revenue growth and business, including: Inc. 5000 Fastest Growing Private Companies in America (2007) and Deloitte’s prestigious Technology Fast 50 Program (2007) for the Silicon Valley, a ranking of the 50 fastest growing technology, media, telecommunications, and life sciences companies.

The privately-held company was founded in 2001, and is based in San Ramon, California. For more information about Reply!, please visit www.reply.com or blog.reply.com.

About San Francisco Business Times
The San Francisco Business Times is owned by American City Business Journals. American City Business Journals is the largest publisher of metropolitan business news weeklies in the United States, with 41 papers across the country reaching more than 500,000 subscribers each week. BizBooks, Inc. is a retail division of American City Business Journals that began operations in 1992.

Contact:
Brian Bowman, CMO
925.983.3519
brian@reply.com


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While anyone can click on a website, whether or not they are interested in the products or services offered, a single click offers extremely limited potential. Clicks don’t walk into your store or call you on the phone.

A lead, on the other hand, represents an interested party that wants to be contacted by a service provider. For online marketers, this has always been the promise of the Internet. Reply.com believes that it is time for businesses of all sizes to Go Beyond The Click™ and only pay for measurable results.

Reply.com has created a unique platform that delivers the world’s most efficient and liquid marketplace for buying and selling leads—at a cost that represents the true market value of each lead.

"We, at Reply.com, are leading the evolution of the web from CPM (cost-per-thousand) to CPC (cost-per-click) to CPL (cost-per-lead)," states Chairman and CEO Payam Zamani. "We have made the process of buying and selling leads as easy and empowering as buying clicks from Yahoo and Google."

With traditional online lead generation companies, the lead advertiser (buyer) cannot effectively control and match quality, volume, and price to meet their desired ROI. The lead seller (publisher) is often left with unmonetized or under-monetized inventory.

With Reply.com, businesses of any size can access the online consumer without significant investment in infrastructure or personnel—all while maintaining ultimate control.

Reply.com's auction format for pricing and distributing leads provides a stunningly efficient platform that unleashes the potential of performance-based marketing.

Reply.com was founded in 2001 by a veteran team of Internet entrepreneurs as an online lead generation and performance-based marketing company. In 1994, Reply.com CEO Payam Zamani co-founded the first online car buying service, Autoweb.com, and in 1999 helped take that company public. Autoweb became the first service to price its traffic on a per-lead basis, as opposed to per-click or per impression. Reply.com’s six-year history as one of the leaders in the lead generation business has resulted in direct relationships with over 5,000 lead buyers, plus thousands more through enterprise-level partnerships with other networks and national brands. Reply.com is a profitable, venture capital-backed company, and to-date has raised over $20 million in funding.

The promise of online marketing has been realized by Reply.com. Businesses will now be able to Go Beyond The Click™ and only pay for measurable results.

Additional information is available at: http://blog.reply.com/?p=4

About Reply!, Inc.
Since its founding in 2001, Reply! has been providing advertisers with highly reliable, scalable, performance-based marketing solutions offering national and local advertisers hassle free and profitable access to online consumers. To learn more about Reply!, visit www.reply.com.

Contact:
Brian Bowman, CMO
925.983.3519
brian@reply.com


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This news comes just days before Reply! unveils its latest news at ad:tech 2009, an interactive advertising and technology conference and exposition in San Francisco next week.

Forrester Research profiled Reply! in its "Hot Companies to Watch” for 2009 – “Profiles Of Emerging Companies And Technology Trends That Tech Vendors Need To Know About,” by Chris Andrews.

In the series, Forrester highlights innovative vendors and technology trends to help clients identify the “next big thing.” According to an excerpt of the report:

"Reply! runs an online marketplace for lead generation that uses a similar business model to Google’s AdSense product. Using the Reply.com Web site, companies are able to identify the characteristics of the business leads they need — such as leads segmented by geography or by user — and determine, in advance, the maximum price they are willing to pay for those leads. The Web site uses an auction-style format to link buyers and sellers, creating an automated marketplace for targeted lead purchases. While most online lead generation companies still operate with a pay-per-click model, Reply!’s service allows users to pay for each lead that they purchase.

Why it’s important. Companies like Reply! represent an increasingly important area of technology marketing called “community marketing” — a new discipline for matching buyer business needs with the capabilities of technology vendors. By leveraging Web 2.0 capabilities, these marketing vendors give marketers stronger targeting capabilities and more control over their marketing purchases. Companies like Reply! are changing the value proposition of marketing on the Internet — moving from a focus on a model of mass aggregation and distribution of sales information like leads to more targeted, customized interactions. This represents one more step in delivering on the real promise of interactive marketing by allowing customers to monitor and measure the return on investment of their marketing dollars."

According to an article in The San Francisco Business Times, dated April 3, 2009, Peter Burris, a principal analyst and research director at Forrester Research who interviewed Reply.com’s customers, called Reply!’s inventions “just plain smart.”

"Reply! is honored to be recognized by such a prestigious research firm,” said Reply.com chairman and CEO Payam Zamani. “Reply! has thrived during a downturn precisely because of the ROI our services deliver. More importantly, we are well-positioned to thrive in the future, because high ROI marketing never goes out of style.”

"More efficient advertising is the priority for all customers, in tough times and -- even more so -- in good ones. That's what stakeholders expect, and that is the story we're evangelizing now, at ad:tech and well beyond."

Reply!'s ad:tech Agenda
Next week at ad:tech 2009, Reply! -- available at Booth 1544 -- will be detailing new online advertising tools and market categories, and meeting privately with bloggers, journalists and analysts to discuss recent and expected growth levels and customer trends.

About Reply!, Inc.
Reply.com is the leading online marketing platform for the acquisition of locally-targeted and category-specific consumers on a cost-per-click or cost-per-lead basis. By eliminating the need for complex and expensive online marketing infrastructures and large teams of experts, Reply.com makes Internet marketing available to businesses of all sizes. Reply! provides a highly-profitable alternative to online marketing solutions offered by major search engines and ad networks. To learn more about Reply!, visit www.reply.com.

Additional information is available at: http://blog.reply.com/
Contact:
Brian Bowman
Chief Marketing Officer
8

"Using the Reply.com Marketplace, there are no keywords to manage, no bid-management software to implement, and no need to outsource online customer acquisition to 3rd parties," said Reply.com chairman and CEO Payam Zamani. "Instead, there are controls that allow advertisers of any size to access consumers who are looking for a particular product or service, select desirable locations, throttle volume, and dynamically set their desired price-per-click. The system automatically delivers the specified traffic, based on the advertiser’s budget."

The Reply.com Marketplace allows advertisers to purchase category-specific clicks, after consumers have indicated the product or service they are interested in and identified the geographic area where they are located. This Enhanced Click™ dramatically improves the value and conversion potential of the traffic.

With increased control and segmentation, buyers can profitably move offline advertising budgets online, and move existing online budgets to where they will generate higher return on investment. The major benefits of the new Reply.com Click Marketplace include:

Control: Delivers category-specific and locally-targeted clicks
Profitability: Reduces cost and complexity associated with local online marketing
Simplicity: Provides easy access to city-level, product- or service-specific clicks
Quality: Filters for intent and fraud
"Until now, only the most sophisticated businesses—with significant investments in Internet marketing—have been able to access online consumers profitably." said Zamani. "We are on a mission to make Internet marketing available to businesses of any size by making it easy and profitable to generate locally-targeted and category-specific traffic."

About Reply!, Inc.
Reply.com is the leading online marketing platform for the acquisition of locally-targeted and category-specific consumers on a cost-per-click or cost-per-lead basis. By eliminating the need for complex and expensive online marketing infrastructures and large teams of experts, Reply.com makes Internet marketing available to businesses of all sizes. Reply! provides a highly-profitable alternative to online marketing solutions offered by major search engines and ad networks. To learn more about Reply!, visit www.reply.com.

Additional information is available at blog.reply.com.

Contact:
Brian Bowman, CMO
925.983.3519
brian@reply.com


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