March 24, 2008

LeadIDentity to Launch Third-Party Lead Identification Service to Improve Quality, Transparency, and Efficiency in Lead Generation

Irvine, California (March 24, 2008) -- LeadIDentity today announced that it will launch its third-party lead identification service to promote the self-governance of lead generation. With its new service, participating members have the ability to obtain and verify an unique identifier associated with a lead generated through the Internet, call centers, and other channels. This unique identifier, or LeadID, is assigned before the consumer or business enters and submits the lead form and will be associated with the lead through its life, providing a layer of authenticity to the lead.

"The launch of LeadIDentity introduces a genuine opportunity for every stakeholder of the growing lead generation ecosystem," said Atul Patel, Founder of LeadIDentity. "Rapid growth in our industry has led to declining quality, transparency, and efficiency. For the next cycle of growth and innovation in lead generation, we must collectively and systematically enhance the governance of this marketing channel."

LeadIDentity is accessible to all industry participants, including lead aggregators, performance marketers and agencies, affiliate marketers, lead exchanges, service and technology providers, direct marketers and advertisers, and lead buyers. Participants will have the ability to request and verify LeadID's through an API and web-based console. Interactions with the service are recorded and systems are in place to control abuse of requesting and verifying leads. Further, the underlying foundation of the service discourages the reuse and misuse of LeadID's because offenders will not go unnoticed by the participating members.

LeadIDentity is a neutral third-party that does not participate in the buying and selling of leads. In addition, the service does not require actual lead data or personally identifiable information (PII). "Understanding the sensitivity of the problems LeadIDentity is addressing, we have developed a service that is the least path of resistance to adoption and acceptance," said Atul Patel. "Many would agree that LeadIDentity will serve as a catalyst for further innovation in lead generation. We look forward to sharing our vision and collaborating with industry leaders as we extend and improve this service."

LeadIDentity is accepting applications for participation at www.leadidentity.org, and will launch its service on April 2, at LeadsCon 2008, the lead generation conference and expo held in Las Vegas, Nevada. For more information, please visit www.leadidentity.org.

About the LeadIDentity:
Founded in 2008, LeadIDentity is the third-party lead identification service for lead generation. A service for every stakeholder of the lead generation ecosystem, LeadIDentity offers a new way to improve quality, transparency, and efficiency in lead generation. Participating members of LeadIDentity have the ability to obtain and verify unique identifiers associated with leads generated through the Internet, call centers, and other channels, providing a layer of authenticity to the leads. LeadIDentity is a neutral third-party service as it does not participate in the buying and selling of leads. LeadIDentity has been conceptualized and built by industry veterans. For more information, visit www.leadidentity.org.

Contacts:
Atul Patel
LeadIDentity
(310) 880-2848
press@leadidentity.org