MELBOURNE, Australia, June 1 /PRNewswire/ --

- Effective Measure Extends its Lead in Online Privacy

Effective Measure today announced plans to roll out a new industry
leading visitor opt out mechanism that promises a new benchmark in visitor
privacy.

Under the new initiative, Effective Measure continues to be fully
compliant with EU and US - EU Safe Harbor privacy principles, but will also
allow the millions of anonymous users it measures throughout the world a
greater deal of control, by offering a permanent visitor opt out mechanism.

Dr Roger Kermode, Chief Privacy Officer at Effective Measure, said that
this new initiative reaffirms Effective Measure's relationship of trust with
its customers and the anonymous users it measures throughout the world.

"One of the real challenges with current online audience measurement opt
out mechanisms is that users who knowingly or unknowingly delete their
Cookies are subsequently opted back in and measured again," said Dr Kermode.

"Whilst making advances in addressing the global industry concern of
cookie deletion and website audience over estimation, Effective Measure also
has a responsibility to advance the area of user Privacy.

"We will do this by allowing the anonymous users we measure to
permanently opt out of being measured via our Digital Helix methodology,"
said Dr Kermode.

Scott Julian, CEO at Effective Measure, said that the new opt out
mechanism, scheduled for release this month, is designed to enhance and
extend the visitor opt out mechanism currently available on the Effective
Measure website.

"We know that our customers expect increased accuracy of online
measurement information, but they also want assurances that we are focused on
protecting the privacy of the anonymous users we are measuring on their
behalf," said Mr Julian.

Advertisers and media agencies will continue to leverage the innovative
Digital Helix methodology to help address the issue of cookie deletion and
website audience over estimation, allowing them to effectively plan their
online advertising campaigns reach and frequency.

Mr Julian stated that this initiative represents Effective Measure's
commitment to advancing both accuracy and privacy throughout the world.

"We are very proud of this new initiative and are confident it sets a new
benchmark for the industry," said Mr Julian.

Digital Helix(TM) is a registered trademark

About Effective Measure

Effective Measure provides cutting edge digital Audience Measurement,
website rankings, internet demographics and market intelligence for website
publishers, media agencies and digital marketers.

Effective Measure's patent pending Digital Helix methodology addresses
key industry concerns surrounding unique browser audience calculation and
cookie deletion. Information collected includes visitor origination, IFABC
and IAB metrics, constantly evolving user demographics and deep cross-website
visitation all from a platform that redefines the cost effectiveness of
providing this type of solution to the market. All information is collected
in real-time and made available through a user-friendly online interface. The
foundation of our operation is its combination of technology, web and
marketing analytics expertise. Effective Measure is not another Web Analytics
solution. The Global market is already well served by the likes of Google
Analytics, WebTrends and Omniture, all of which operate across small, medium
and enterprise customers. We believe the market needs, and is ready for, an
alternative Digital Audience Benchmarking solution. The Effective Measure
solution is both feature rich and cost effective, without compromising on
data accuracy, scalability and the strong relationship publishers and
advertisers enjoy throughout the world.

Find out more at http://www.effectivemeasure.com.

For further information please contact:

    Scott Julian
    Chief Executive Officer
    Effective Measure
    128 Walnut Street
    Cremorne, VIC AUSTRALIA 3121
    Direct Tel: +61-3-9999-1033
    Mobile: +61-404-072-979
    Email: Scott.Julian@effectivemeasure.com

    Roger Kermode
    Chief Privacy Officer
    Effective Measure
    128 Walnut Street
    Cremorne, VIC AUSTRALIA 3121
    Direct Tel: +61-3-9999-1032
    Mobile: +61-408-212-284
    Email: roger.kermode@effectivemeasure.com