For more information, please visit www.

Contact: Michelle Schofield of Efficient Frontier, +1-650-567-1052, or
michelle@efrontier.

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ValueClick undertakes no obligation to release
publicly any revisions to any forward-looking statements to reflect
events or circumstances after the date hereof or to reflect the
occurrence of unanticipated events., Efficient Frontier, the
leading provider of data-driven paid keyword optimization services and search
engine marketing (SEM), today announced that BabyCenter, the leading online
resource for new and expectant parents, has selected Efficient Frontier to
maximize both the ROI and volume from the company's paid search marketing
campaigns .

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BabyCenter Selects Efficient Frontier to Optimize Paid Search Marketing Campaigns

com, the most visited online
resource for new and expectant parents, and http://www.

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About ValueClick

ValueClick , Inc. Actual results may differ materially
from the results predicted, and reported results should not be
considered an indication of future performance.uk.

NOTE: Efficient Frontier is a trademark of Efficient Frontier, Inc.

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(NASDAQ:VCLK) today announced that its
ValueClick Search division has released a free XML-based system that
enables clients to use automated bid management platforms to manage
pay-per-click campaigns on Search123 (http://www. The real-time system, available
without charge, enables clients to access their performance metrics
and manage their titles and descriptions, tracking URLs and keywords
through a back-end interface.com) provides advanced performance
marketing solutions that help marketers increase online leads
and sales.

This release contains forward-looking statements that involve
risks and uncertainties, including, but not limited to, trends in
online advertising spending and estimates of future online
performance -based advertising. Efficient Frontier is the only company that applies Wall Street
analytics to manage pay-per-click (PPC) search marketing and is helping
BabyCenter achieve the highest returns from its search marketing investment. With Efficient Frontier, BabyCenter will maximize the
effectiveness of hundreds of thousands of keywords to increase both sales and
registrations while reducing their administrative overhead.

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com
advertising, direct marketing and search solutions for
advertisers , agencies and publishers. Through its ValueClick
Brand, ValueClick Direct and ValueClick Search groups ,
ValueClick Media offers marketers a wide range of distribution
methods, including web-based advertising , co-registration,
pay-per-click search and a variety of e-mail marketing
options.
"Efficient Frontier is unique because they offer a highly scalable,
automated service which maximizes the ROI from large search marketing
campaigns," said Mari Baker, president of BabyCenter.

In general, these are the leaders of the Pay-Per-Click industry.

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pricerunner.

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With Efficient Frontier, online
marketers can maximize the effectiveness of millions of keywords across all
search engines based on their business objectives and marketing budget.

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"
The announcement of the COA follows yesterday's announcement of
the re-branding of ValueClick's paid search business as ValueClick
Search, and the introduction of Simpli. (NASDAQ:VCLK) is the single-source provider of
media, technology and related services that enable advertisers,
agencies and publishers to reach consumers in all major online
marketing channels, through our three business units:

-- ValueClick Media (http://media.com) provides technology and services
that help advertisers, agencies and Web site publishers manage
their online advertising and permission-based email campaigns.
Additionally, Mediaplex provides the AdVault suite of software
and services that help advertising agencies and other
companies operate their businesses more efficiently, through
effective agency management, media management, and content
management solutions."

About BabyCenter (R)
BabyCenter(R) LLC operates http://www.

About Efficient Frontier
Efficient Frontier is the leading provider of algorithm-based paid keyword
optimization services for advertisers in search engine marketing (SEM).

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ValueClick Media also includes Pricerunner.
"Efficient Frontier manages the largest and most complex pay-per-click
campaigns in the industry," said Ellen Siminoff, president + CEO of Efficient
Frontier.
As BabyCenter continues to invest heavily in the paid search marketing
channel, Efficient Frontier can maximize the sales and registrations delivered
from their paid search efforts.

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babycenter. Today,
Efficient Frontier manages more than $100 million in annual pay-per-click
spend, counts 40 of the top 400 search advertisers as clients and manages over
7.

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ValueClick Search to Support Automated Bid Management Platforms; New API allows advertisers to automatically manage paid search campaigns on Search123 and Simp

valueclick. Important factors that
could cause actual results to differ materially from those expressed
or implied in the forward -looking statements are detailed under "Risk
Factors" and elsewhere in filings with the Securities and Exchange
Commission made from time to time by ValueClick, including its Annual
Report on Form 10-K filed on March 15, 2004, recent quarterly reports
on Form 10-Q and current reports on Form 8 -K. The Most Visited Online Resource for New + Expectant Parents Relies Upon
Leader in Paid Keyword Optimization Services to Improve Both ROI + Volume from
Pay-Per-Click Marketing

MOUNTAIN VIEW, Calif. "We selected Efficient
Frontier because we saw a huge difference between the level of automation,
scalability and ROI they deliver and what other SEM offerings can achieve. Offering extensive,
medical advisory board-approved content, BabyCenter's Web sites attract an
average of 3 million visitors each month, as measured by comScore Media
Metrix, and have been honored with numerous awards, including an Online
Journalism Award. For more information , please visit the company's Web site at
http://www.

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com
The Client Optimization Agent (COA) enables advertisers and their
agencies to access campaign management features on Search123 and
Simpli using proprietary or third-party bid management platforms that
optimize paid search campaigns.efrontier .

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www. "Our technology takes an algorithmic approach to keyword management,
allowing companies to translate their marketing spend into business results.com, the leading
online resource for parents of children ages 2 to 8.com or call 650-567-1000.

Pay-Per-Click advertising companies that do not confine their services to any one of the subcategories.

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"The COA is the first in a series of new tools and
enhancements designed to significantly improve our clients' management
of their keyword campaigns within their return-on-investment and other
key performance metrics.com offer an
array of interactive tools, a supportive online community, a premium
subscription service, and an online store featuring thousands of products for
parents and children. Any
other marks used in this document are trademarks or registered trademarks of
the manufacturers or marketers of the products with which the marks are
associated.

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Online Writers/Advertising Writers/Business Editors

WESTLAKE VILLAGE, Calif. In addition to the technology, ValueClick Search has a team
of account managers dedicated to providing clients with assistance in
the configuration and ongoing use of their COA accounts.

www.valueclick.

With Efficient Frontier, we can focus on our core business rather than
spending time managing the bidding and placement of thousands of keywords.
Efficient Frontier offers the only service that uses an algorithmic approach
to manage keywords by modeling the expected return on all variations of
keyword bids and automatically selecting the optimal mix to generate the
highest returns.parentcenter.

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Built on ValueClick's core network infrastructure, the COA system
is customizable for each client's specific data requirements and is
highly scalable to meet the needs of even the largest keyword search
campaigns.mediaplex.

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search123 . By facilitating strategic relationships between
advertisers and publishers, Commission Junction leverages its
proven expertise in affiliate marketing and search marketing
to drive measurable results for its clients.

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----ValueClick, Inc. Other factors that could
cause actual results to differ materially from those expressed or
implied in the forward-looking statements include , but are not limited
to, the risk that market demand for online advertising, and
performance-based online advertising in particular, will not grow as
rapidly as predicted. Alternative approaches to keyword
bid management make cost and placement decisions on a keyword-by-keyword basis
instead of considering how various tradeoffs might improve overall ROI. The
Efficient Frontier service models the expected return on all variations of
keyword bids and automatically selects the optimal mix to create a reliable
and consistent higher rate of return.

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com), a leading provider of online comparison
shopping services."
To be successful, online marketers must generate the highest possible
returns from the search marketing channel. The BabyCenter(R) LLC family of Web sites also includes
BabyCentre.co.5 million keywords.com.

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com and ParentCenter.

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com) and
Simpli (http://www.com. In addition, BabyCenter.

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simpli.
"We are pleased to provide both the technology and the service to
support clients seeking to automatically manage their Search123 and
Simpli keyword campaigns," said James Beriker, general manager of
ValueClick Search.com
(www.cj. Headquartered in Mountain View, California , Efficient
Frontier is privately held with funding from Redpoint Ventures and Cambrian
Ventures .

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