Mediaplex(R) Announces Preliminary Results For First Quarter 2001

Mediaplex Exceeds EPS Estimates



Apr 02, 2001, 01:00 ET from Mediaplex, Inc.

    SAN FRANCISCO, April 2 /PRNewswire/ -- Mediaplex, Inc. (Nasdaq: MPLX), a
 digital messaging technology company, announced today that earnings per share
 (EPS) are expected to improve from earlier guidance by $0.02-$0.03 per share.
 It is estimated that revenue for the first quarter will be on the low end of
 previous guidance of $7.5 to $8.5 million.  Previous EPS guidance for the
 first quarter was a loss of $0.13-$0.14, before goodwill and one-time charges.
 However, EPS will be better than expected at approximately a loss of $0.11 per
 share, before goodwill and one-time charges.
     The Company attributes its stronger EPS results to faster than anticipated
 growth in its higher margin technology business, particularly adserving and
 MOJO ASP, which together are exceeding forecasts made by the Company on its
 last earnings call by 20%. This growth is offsetting weakness in the lower
 margin media business, resulting in a better than anticipated EPS. In
 addition, further expense reductions continue to be realized and, importantly,
 AdWare Systems, Inc. -- Mediaplex's subsidiary in technology for offline
 marketers -- has reached profitability for the first time.
     "We are pleased that our transition from lower margin media revenues to
 higher margin technology revenues is progressing faster than expected," stated
 Gregory R. Raifman, chairman and CEO of Mediaplex. "The Company expects to
 deliver a record number of ad impressions during the quarter, far outpacing
 the ad delivery numbers from the prior quarters, which illustrates the growth
 of our technology business. We are continuing to reduce and change our
 operating expense mix as our Company pursues a more technology centric
 business model. We remain dedicated to providing leading online and offline
 technology products for the marketing community."
 
     About Mediaplex, Inc.
     Mediaplex, Inc. (Nasdaq: MPLX) ( www.mediaplex.com ) serves the marketing
 communications industry with technology solutions for digital messaging,
 support services that maximize campaign return, and infrastructure tools to
 ensure effective program implementation. Mediaplex(R) enables marketers to
 manage, target and distribute integrated messaging across all digital media.
 The Company's proprietary MOJO(R) technology platform is unique in its ability
 to automatically configure messages in response to real-time information from
 a marketer's enterprise data system and to provide ongoing campaign
 optimization.
     Mediaplex works with advertising agencies and clients that include America
 West Airlines, DraftWorldwide and McCann-Erickson (both members of the
 Interpublic Group of Companies), eBay, macys.com, The Motley Fool, Motorola,
 OfficeMax.com, Publicis & Hal Riney, Radio Free Virgin, ReplayTV, Sony, Sprint
 PCS, Sun Microsystems, TBWA\Chiat\Day, Tonic 360 and Young & Rubicam
 (including The Digital Edge and Impiric).
     Mediaplex is headquartered in San Francisco, with offices in New York,
 Silicon Valley and its subsidiary AdWare in Louisville. Mediaplex can be
 contacted at 1-415-808-1900.
 
     The foregoing press release contains forward-looking statements under the
 federal securities laws about the technology and services being used by
 clients, the revenue and EPS estimates, including statements concerning
 impressions served and the acceptance of Mediaplex technology and services.
 These forward-looking statements are subject to significant risks and
 uncertainties, and actual results may differ materially from those described
 in such statements as a result of a number of factors.  In particular, the
 acceptance of Mediaplex technology and services, and acceptance of new
 technology by clients. Investors are also encouraged to read the "Risk
 Factors" section of Mediaplex's Annual Report on Form 10-K for the year ended
 December 31, 2000, and Mediaplex's Quarterly Report on Form 10-Q for the
 quarter ended September 30, 2000, which are on file with the Securities and
 Exchange Commission.
 
 

SOURCE Mediaplex, Inc.
    SAN FRANCISCO, April 2 /PRNewswire/ -- Mediaplex, Inc. (Nasdaq: MPLX), a
 digital messaging technology company, announced today that earnings per share
 (EPS) are expected to improve from earlier guidance by $0.02-$0.03 per share.
 It is estimated that revenue for the first quarter will be on the low end of
 previous guidance of $7.5 to $8.5 million.  Previous EPS guidance for the
 first quarter was a loss of $0.13-$0.14, before goodwill and one-time charges.
 However, EPS will be better than expected at approximately a loss of $0.11 per
 share, before goodwill and one-time charges.
     The Company attributes its stronger EPS results to faster than anticipated
 growth in its higher margin technology business, particularly adserving and
 MOJO ASP, which together are exceeding forecasts made by the Company on its
 last earnings call by 20%. This growth is offsetting weakness in the lower
 margin media business, resulting in a better than anticipated EPS. In
 addition, further expense reductions continue to be realized and, importantly,
 AdWare Systems, Inc. -- Mediaplex's subsidiary in technology for offline
 marketers -- has reached profitability for the first time.
     "We are pleased that our transition from lower margin media revenues to
 higher margin technology revenues is progressing faster than expected," stated
 Gregory R. Raifman, chairman and CEO of Mediaplex. "The Company expects to
 deliver a record number of ad impressions during the quarter, far outpacing
 the ad delivery numbers from the prior quarters, which illustrates the growth
 of our technology business. We are continuing to reduce and change our
 operating expense mix as our Company pursues a more technology centric
 business model. We remain dedicated to providing leading online and offline
 technology products for the marketing community."
 
     About Mediaplex, Inc.
     Mediaplex, Inc. (Nasdaq: MPLX) ( www.mediaplex.com ) serves the marketing
 communications industry with technology solutions for digital messaging,
 support services that maximize campaign return, and infrastructure tools to
 ensure effective program implementation. Mediaplex(R) enables marketers to
 manage, target and distribute integrated messaging across all digital media.
 The Company's proprietary MOJO(R) technology platform is unique in its ability
 to automatically configure messages in response to real-time information from
 a marketer's enterprise data system and to provide ongoing campaign
 optimization.
     Mediaplex works with advertising agencies and clients that include America
 West Airlines, DraftWorldwide and McCann-Erickson (both members of the
 Interpublic Group of Companies), eBay, macys.com, The Motley Fool, Motorola,
 OfficeMax.com, Publicis & Hal Riney, Radio Free Virgin, ReplayTV, Sony, Sprint
 PCS, Sun Microsystems, TBWA\Chiat\Day, Tonic 360 and Young & Rubicam
 (including The Digital Edge and Impiric).
     Mediaplex is headquartered in San Francisco, with offices in New York,
 Silicon Valley and its subsidiary AdWare in Louisville. Mediaplex can be
 contacted at 1-415-808-1900.
 
     The foregoing press release contains forward-looking statements under the
 federal securities laws about the technology and services being used by
 clients, the revenue and EPS estimates, including statements concerning
 impressions served and the acceptance of Mediaplex technology and services.
 These forward-looking statements are subject to significant risks and
 uncertainties, and actual results may differ materially from those described
 in such statements as a result of a number of factors.  In particular, the
 acceptance of Mediaplex technology and services, and acceptance of new
 technology by clients. Investors are also encouraged to read the "Risk
 Factors" section of Mediaplex's Annual Report on Form 10-K for the year ended
 December 31, 2000, and Mediaplex's Quarterly Report on Form 10-Q for the
 quarter ended September 30, 2000, which are on file with the Securities and
 Exchange Commission.
 
 SOURCE  Mediaplex, Inc.