The contract will see New Media AdSales using Maxifier on all its online advertising campaigns. For the first time this will enable the New Media Adsales team to optimize the entire inventory performance of Channel 4 in terms of online delivery and click-thru rates simultaneously for both www.channel4.com and www.e4.com. Maxifier interfaces with industry-standard ad servers, considers all campaign parameters and using historical network patterns recommends how to optimize the overall ad-network.

Ed Couchman, Group Commercial Manager, New Media Adsales, said: “We’re constantly looking for ways to give advertisers greater value when they run campaigns on www.channel4.com. During live trials period Maxifier uplifted the click-thru rate on specific campaigns by over 100% and improved our delivery efficiencies across both c4.com and e4.com. We’re confident that by partnering with Magenta and offering all our advertisers the benefit of Maxifier we’ll enhance campaigns further. In short, we’re giving advertisers more bang for their buck.”

David Brebner, Executive Vice President responsible for Maxifier, said: “The current economic conditions are accelerating interest in our technology. Channel 4, like other customers, has experienced immediate and extra revenues through optimised performance. Channel 4, as an early adopter of Maxifier, is getting ahead of the game by significantly enhancing the value of its inventory.”

About Magenta Technology:

Magenta Technology (www. Magenta-Technology.com) is a UK-based, privately-held company, which is exclusively focused on the creation of efficient dynamic scheduling solutions. Over 100 man-years of development have been spent on establishing world leadership in this niche. 170 staff is based in the UK, Germany, US and Russia. About Maxifier: Maxifier (www.Maxifier.com) is a division of Magenta Technology. It offers new solution for publishers and ad networks who want to optimize the revenue from their online advertising inventory. It’s the next level of optimization – it’s ad server independent, works in real time and uses rapid analysis to make forecasts and recommendations that will maximize the performance of ad campaigns and traffickers.

Contacts:

David Brebner, Magenta - +44 7768 143 214 david.brebner@maxifier.com - www.maxifier.com

Vicky Powell, Channel 4 - 020 7306 3636 vpowell@channel4.co.uk ______________________

Oxana Egorova