CyberCash and NetGravity Partner to Deliver "One-Click" Buying Within Banner Advertising and Marketing Offers

Business Wire, June 28, 1999

RESTON, Va.--(BUSINESS WIRE)--June 28, 1999--

"InstaBuy" Innovation to Strengthen E-Commerce Merchant Offerings

and Banner Advertising

CyberCash, Inc. (Nasdaq: CYCH) and NetGravity, Inc. (Nasdaq: NETG), today announced a partnership that makes it possible for merchants to complete a sale at an online banner ad with no additional "click-through" to the merchant's web site. Integration of the NetGravity AdServer online interactive marketing solution with CyberCash's universal InstaBuy(TM) one-click shopping service provides "transactional banners" to InstaBuy and AdServer users free of charge.

The partnership provides merchants with a highly efficient and effective way to leverage online advertising and direct marketing to improve customer acquisition and increase sales. This could be especially important to small-sized merchants participating in rapidly growing affiliate programs where it is essential that a merchant grab and hold the attention of consumers. Transaction-enabled banners also create opportunities for advertising agencies by providing a highly accountable method for quickly demonstrating Internet advertising return on investment.

"People have been talking about the potential of commerce-enabled banner ads for some time," said Jim Condon, president and COO, CyberCash. "Unfortunately, most attempts at this have been piecemeal at best. This combination of CyberCash's and NetGravity's innovative solutions gives merchants end-to-end sale capability within a banner. There's no question that consumers want ease of use and our partnership with NetGravity provides an integrated way for merchants to provide simplicity for the consumer while leveraging the reach of Internet banner advertising."

"The dream of the Web has been that within three clicks you can go from awareness, to consideration, and on to purchase." says Glen Sheehan, director of digital communication at Anderson&Lembke. "But the reality is, the consumer is still going to need the right information to make a decision whether it's previous marketing exposure, or the ability to garner more information while in process of making an e-transaction. As consumers become more comfortable with e-commerce and security issues, the ways in which dotcom businesses will be able to extend the reach of their solution will become more convenient and ubiquitous. InstaBuy sets up a 'wallet' solution that helps to expedite the transaction engine of the Web."

Transactional banners allow merchants to sell directly from a banner without requiring the consumer to navigate to and through a merchant's website in order to close the sale. In essence, this transforms banner advertising into "extended shelf space" for online merchants and should increase merchant sales from banner marketing offers.

"Imagine: you click on the banner, you type in a password, you click 'purchase,' and you're done -- it's that simple," said Eric W. Spivey, president and CEO, NetGravity. "While this is great news for our merchant customers, it'll also be good news for Web publishers that host the ads because the consumer can make the purchase without leaving the content site. It's an instant in-place purchase."

NetGravity's flexible ad management solutions provide the technology necessary for the ad to initiate the purchase process. CyberCash's InstaBuy service provides the one-click order processing interface to complete the sale and forward the order to the merchant. These proven technologies ensure that the transactional banners are reliable and secure.

"We all know how severe the drop-off rate can be as consumers make their way through the typical online payment process. Transactional banners are one more way of making e-commerce simpler for consumers by making any purchase just one or two clicks away. This approach should increase a merchant's close rate and, therefore, generate more sales than traditional banners do" said Condon.

The solution is available today at no additional cost to NetGravity and InstaBuy customers. Any NetGravity/InstaBuy-enabled merchant can extend their reach using their existing NetGravity solution, and any web publisher using a NetGravity management solution can now offer this capability to their advertisers, including InstaBuy merchants.

About NetGravity

NetGravity is a leading provider of mission-critical online advertising and direct marketing solutions. NetGravity delivers a range of comprehensive software and service solutions to reliably manage, target and analyze online campaigns. The company's worldwide customer base numbers more than 360, including many of the leading e-commerce sites, advertising agencies and web publishers. NetGravity was founded in 1995 and has headquarters in San Mateo, Calif. NetGravity's common stock trades on The Nasdaq Stock Market(SM) under the symbol NETG. For more information, please call 650/425-6000 or visit http://www.netgravity.com.

About CyberCash

CyberCash is a world leader in e-commerce technologies and services, enabling commerce across the entire market spectrum from electronic retailing environments to the Internet. CyberCash provides a complete line of software products and services allowing merchants, billers, financial institutions and consumers to conduct secure transactions and other e-commerce functions using the broadest array of popular payment forms. Credit, debit, purchase cards, cash, checks, smart cards and alternative payment types (e.g., "frequent buyer" or loyalty programs) are all supported by CyberCash payment solutions. Leading brands of CyberCash include InstaBuy(TM), AgileWallet(TM), ICVERIFY(R), PCVERIFY(TM), CashRegister, NetVERIFY(TM), CyberCoin(R) and PayNow(TM). For more information about CyberCash, please visit our Web site at www.cybercash.com.