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May 7, 2007

Advaliant and PlayPhone Win 2007 ad:tech Award for “Best Affiliate Marketing Campaign”

NEW YORK and SAN JOSE– May 7, 2007 – ad:tech 2007 –– MediaTrust, Inc. today announced that Advaliant, its next generation affiliate performance network and PlayPhone, Inc., a leading mobile media company, received the 2007 ad:tech Award for “Best Affiliate Marketing Campaign.”

The ad:tech awards recognize the talented designers and strategic thinkers that are demonstrating excellence in interactive marketing.  Entries in more than 23 categories ranging from Interactive Ads and Interactive Campaigns to Web sites and Search Strategy were evaluated by more than 130 judges on the following criteria:

• Creativity
• Clarity of Message
• Results-Based Objectives
• Overall Experience

“Companies such as PlayPhone are working with Advaliant to make the most of their budgets by selecting a complete ecosystem of marketing services and technologies from under one roof,” said Jivan Manhas, President of Advaliant.  “We congratulate PlayPhone for leveraging the newest technologies to generate the industry’s top returns and recognition.”

“Since the launch of our affiliate campaign in July 2006, PlayPhone has enjoyed an average of 30 percent growth in revenues, and a 30 percent increase in real leads,” said Ron Czerny, Chief Executive Officer at PlayPhone.  “In addition, PlayPhone’s direct-to-consumer distribution model has established a new standard in the mobile entertainment industry because of our ability to connect consumers with the world’s top entertainment brands.”

About Advaliant

Advaliant www.advaliant.com is new breed of convergent online media and marketing company. Advaliant develops unique, highly customized, cost-effective, performance-driven solutions for advertisers, marketers and publishers. By integrating all online marketing channels - affiliate performance marketing, e-mail, search, lead generation, web publishing, list management, RSS and blogging technology and marketing solutions. Advaliant creates awareness, generates leads, drives sales and retains customers. Advaliant has a complete spectrum of transactional and brand development products and services delivered seamlessly across integrated media platforms.

Advaliant provides real-time, relevant and intelligent performance based marketing solutions and opportunities for online publishers and advertisers. These solutions include:

• Affiliate performance marketing network (proprietary technology)
• Lead generation, co-registration, search and email marketing
• RSS technology - eNewsBar, eNewsData
• Blog technology and publishing - eNewsBlog
• Data management
• Agency and creative services

About Playphone

PlayPhone is a leading mobile media company providing cutting edge personalization and entertainment content, such as mobile games, ringtones, and mobile wallpaper, to mobile consumers anytime, anywhere.  PlayPhone founded the direct-to-consumer mobile media distribution standard in 2003 and continues to establish new means for delivering wireless entertainment. The company currently operates its own leading mobile entertainment destination at PlayPhone.com and powers subscription-based mobile portals for the world's top entertainment brands.  PlayPhone is based in San Jose, Calif. and is funded by top venture firms Menlo Ventures and Cardinal Venture Capital.

Media Contact

Christine Cefalo
(619) 237-1051
christine at cefalocommunications dot com

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