Aptimus Announces Breakthrough in Direct Response Ad Widgets

Market Wire, March, 2007

Aptimus, Inc. (NASDAQ: APTM), the Point-of-Action™ online advertising network, today announced a breakthrough in direct response advertising formats for the Internet. Aptimus has successfully merged the best of rich media and web site interaction presentation formats with the best elements of its lead capture, validation and optimization platforms to create totally new multimedia ad formats that brand, position, sell, and generate leads for major advertisers.

Aptimus' new direct response ad units enable advertisers to combine rich media including video, audio, flash and any number of interactive elements with full lead generation capabilities. These high functionality ad "widgets," as the Company refers to them, are unique because they offer the rich functionality of the most interactive web site, yet can be merchandised and presented through the Aptimus publisher network using its proprietary optimization, validation and targeting capabilities. This provides the highest level of customer engagement to the Internet consumer, significant lead quality and branding for the advertiser, and high monetization for the publisher while keeping the consumer on the publisher's own web site. "We are bringing the best in lead generation and optimization technologies with the advances made in rich media ad formats to create breakthrough ad widgets for the new Internet 2.0 economy," says Michael Sullivan, the company's SVP of Marketing and Media Services. Over the coming months, all Aptimus advertisers will be encouraged to evolve toward these approaches. These new placement formats are immediately available across the Aptimus Point-of-Action network. To see these ad formats in action, visit http://www.aptimus.com/ad_widgets.shtml .

"We have worked hard to develop a truly groundbreaking approach to direct response advertising online, and these new ad widgets open a realm of exciting potential for our advertisers and publishers," said Rob Wrubel, Aptimus' president and CEO. "We've also recognized that consumers want greater control over their media and marketing experiences and we believe these highly permissive ad units will be appreciated by consumers as well," concluded Wrubel.

About Aptimus, Inc.

Aptimus is the Point-of-Action(TM) online advertising network that reaches engaged users by placing offers in the transactional areas of Web sites they trust. Supported by category-leading Web sites, the network consists of ten targeted channels that reach over 10 million highly valuable consumers each month. The company's proprietary optimization technology presents advertisers' offers on the Web sites where they reach the right consumers, automatically targeting based on prior consumer response in each location and each individual consumer's demographics. Aptimus' current advertisers include many of the top 500 marketers such as Procter & Gamble, Nokia, Dell, Vonage, SC Johnson and Carnival Cruises. Aptimus has offices in San Francisco and Seattle, and is publicly traded on the NASDAQ GM under the symbol APTM. More information on Aptimus is available at the company's Web site at http://www.aptimus.com .

INVESTOR RELATIONS: Budd Zuckerman Genesis Select Email Contact 303-415-0200 MEDIA INQUIRIES: Michael Sullivan SVP Marketing and Media Services Aptimus, Inc. Email Contact 415-896-2123 x4214