European Leader in Content on Demand, GoAdv, Celebrates Rebrand to Populis and Opens HQ in Dublin

DUBLIN, October 21, 2010 - Europe's leader in 'Content on Demand', GoAdv has marked its
rebrand to Populis (www.populis.com) with the opening of its new
European headquarters in Dublin today. The company, which employs over 45
people in Ireland, is also expanding its Irish employee base at the office in
Barrow Street, Dublin.

Populis, which has been operating in Ireland since November
2006, delivers up to the minute 'content on demand' to web users. This
content from news to guides is crowdsourced from a team of expert
collaborators and published through its network of wholly owned and operated
websites including Excite Europe, Better Deals, Blogsfere and Nanopublishing.
The organisation has over 18 million unique monthly users across 500 wholly
owned and operated websites in 8 languages.

Populis is expanding its Irish operation, with initially
additional roles in Content Management, Search Engine Marketing and
Administration, in one of Europe's technology growth hot spots. The European
headquarters already counts over 8 nationalities and 10 languages across its
team of Search Engine Marketing and online content experts.

Commenting on the rebrand and expansion, John Slyne, Managing
Director Ireland and Group CFO, Populis said "We are delighted to celebrate
our rebrand to Populis with new offices in Dublin. Content on Demand has
experienced phenomenal growth and we needed a strategic base to help us
achieve our expansion goals. This further commitment to Ireland reflects the
country's growing leadership position in pan European digital
communications."

Welcoming the expansion and opening of the new headquarters
Barry O'Leary, CEO IDA (Industrial Development Agengy) Ireland said "As the
only major player in the sector to produce content in 8 languages, Populis is
a welcome addition to Ireland's vibrant digital media portfolio and its rapid
growth here is testament to the local management and highly skilled and
talented staff working in the Dublin HQ."

"Populis is an excellent example of the type of high growth
technology company which IDA targeted under its Horizon 2020 strategy. The
addition of Populis to our rapidly expanding digital media sector reinforces
Ireland's growing reputation as the internet Capital of Europe" he added.

About Content on Demand.

Populis takes a scientific approach to content generation with
a database of over 16 million key words and a proprietary algorithm to define
the hottest content topics of web users. Once identified matching news,
features, guides and comment content is then crowdsourced from a network of
professional writers, video producers, expert contributors and editors. This
content is then published across a network of wholly owned media brands and
optimized for search traffic via search marketing, social tools and community
engagement. This content is then monitised through partnerships with tier 1
search/contextual providers (e.g. Google, Yahoo) and direct deals (e.g.
Expedia, lastminute and eBay).

About Populis

Populis is one of Europe's fastest growing digital media
companies (GP Bullhound Media Momentum 2010) and European leader in the
production of multilingual content on demand. Created in 2004 the Group
crowdsources, distributes and monetizes over 20,000 items of compelling
content in 8 languages per month for a vibrant network of 500 fully owned and
operated websites including Excite Europe, Better Deals and Nanopublishing.
The media properties generate over 18 million unique monthly users (Source:
Comscore September 2010).

Populis is a pan-European company with a team of over 125
working across offices in Ireland and Italy, active in the UK, Germany,
Netherlands, France, Italy, Spain, Sweden, US, Australia, Russia and Brazil.

The company has experienced double digit revenue growth every
year for the past 5 years, culminating in multiple award wins (Media
Momentum, Red Herring 100) and the enviable position as European leader in
content on demand, GoAdv's rebrand to Populis will increase its visibility
with an easily recognizable name and identity, while strengthening its space
in an increasingly competitive market sector.

www.populis.com

Press Contact: Amanda Lorenzani, Head of Communications, Populis, Lorenzani at populis.com ; tel: +44(0)79-00-255-970.