BidDirector Service Launched by KeywordMaxÖ Division of Direct Response Technologies, Inc.

Pittsburgh, PA - January 21, 2004 - Direct Response Technologies, Inc., one of the internet's leading providers of online media and technology solutions, announced today the launch of BidDirectorÖ as part of its suite of search engine technologies provided under the KeywordMaxÖ brand.

BidDirectorÖ is a robust centralized bid management system designed to automate bids on pay-per-click search engines. It works hand-in-hand with the KeywordMaxÖ ROI Tracker system to optimize keyword bids based on the performance of the keyword. The BidDirectorÖ system learns how much a business can afford to spend to make the most money, and adjust bids accordingly on all the various search engines, which they market.

Bidding involves both strategy and business acumen. KeywordMax's BidDirectorÖ allows clients to deploy gaming tactics to out-bid their competition and to optimize bids based on the performance of each keyword.

With the launch of Bid Director, KeywordMax now is a one-stop place for search engine marketers to find the tools that they need to optimize their keyword campaigns. The suite of KeywordMaxÖ offerings includes: ROI Tracker: to track sales or leads driven from free and pay per click search engine campaigns. Bid Director: to automate bidding on the top and most competitive engines. Click Auditor: to monitor suspicious and potentially fraudulent click activity on pay per click accounts.

"Today is an exciting day for the KeywordMax division of Direct Response Technologies, Inc.," says Jason Wolfe, CEO of Direct Response Technologies, Inc. "Adding the Bid DirectorÖ piece to the KeywordMax platform has rounded out the service and has positioned KeywordMax as a leader in the bid management and return on investment pay per click tracking arena. We are excited about the growth we have witnessed".

KeywordMaxÖ has experienced triple digit growth since its debut in early 2003. In the fall of 2003, KeywordMax's ROI TrackerÖ was selected by Yahoo Small Business as the best of breed ROI tracking tool in the industry. The management team at Direct Response Technologies, Inc. projects that this growth will continue throughout 2004, and that KeywordMax will become the most widely used tool provider in the search engine marketing space.

"We see the keyword pay per click marketing space continuing to grow. We are positioning the KeywordMax product and platform as a cornerstone to success for our clients bid management activities", says Lori Wasserman, the Director of KeywordMax operations.

About Direct Response Technologies, Inc.

Direct Response Technologies, Inc. founded in 1994, is a media and technology firm dedicated to delivering performance-based results and technology solutions to clients. Direct Response Technologies is a privately held company with offices in Pittsburgh, PA, and New York NY, owned in part by Jupiter Media (NASDAQ: JUPM). The company also operates an office in North Dakota in conjunction with the Department of Commerce of North Dakota.

Direct Response Technologies (http://www.directresponse.com) provides technology for :
(1) Secure coupon delivery and tracking solutions through www.mycoupons.com
(2) Keyword tracking through www.keywordmax.com
(3) Affiliate tracking through www.directtrack.com
(4) Gift certificates and gift card solutions through www.giftcards.com