July 12, 2005

icrossing is the leading provider of search engine marketing services

Generation Partners announced today that the firm made an investment in icrossing, Inc. (“icrossing”), the largest independentsearch engine marketing firm. Generation invested alongside RRE Ventures, aspart of a $13 million round of financing.

Founded in 1998, icrossing has long been an innovator and industry leader in Natural Search Engine Optimization. NSEO is the process of writing or editing online content to be more relevant, so that it appears higher in the non-sponsored listings of the leading search engines, like Google and Yahoo. The Company optimizes web pages to ensure that search engine “spiders” can find and read the content. In this way, icrossing can help its clients ensure that their sites are seen by more consumers searching for their product or service. The Company coined the term “Reverse Direct Marketing” to show how, with search, the customer seeks the business, and the business ensures it is found where the customers are looking. To service all its clients search engine marketing needs, icrossing also provides paid search solutions and web analytics, in addition to natural search solutions. The Company has a diverse and impressive customer base, including: General Motors, FedEx Kinko’s, TJ Maxx, Genworth Financial, Discovery.com, Fairmont Hotels & Resorts, Restoration Hardware, The Sharper Image, Symantec, PR Newswire, Red Roof Inns, Motel 6, and Royal Caribbean.

John Hawkin, Managing General Partner at Generation Partners, said “Jeff Herzog and his management team have built the industry leader in the space by focusing on unparalleled client service and innovative technology development. Generation is excited to become icrossing’s partner as it accelerates its growth in these rapidly expanding markets. “

“I am very pleased to announce our new partners,” said icrossing CEO and Chairman Jeffrey Herzog. “While we were already operating profitably, we saw the opportunity to further capitalize on the rapidly accelerating need for Fortune 1000 firms to deploy comprehensive search strategies. Additionally, RRE and Generation truly cement our market position as ‘The Agency. The Technology.’ With a team of over 130 professionals across the United States, icrossing is now in a position of great strength to expand even faster and leverage the unique and differentiating technology underlying our Reverse Direct Marketing™ platform.”

About icrossing, Inc.
Founded in 1998, icrossing is both the Agency and the Technology behind search advertising. The Agency delivers on Search Intelligence™, Natural Search Engine Optimization, Paid Search Management, Web Analytics, and Content Services by leveraging its Reverse Direct Marketing Technology platform. Together, The Agency and The Technology connect, communicate and close more business for icrossing's Fortune 1000 clientele. For more information, visit www.icrossing.com.

About Generation Partners
Generation Partners is a $325 million private investment firm focused on providing equity capital to growth-oriented companies through buyout, growth equity, and venture capital investments. The firm targets $3-20 million investments focused primarily on 1) Business Services/Outsourcing 2) Information Services/Media and 3) other businesses for which technology is a key element of strategy. Some of Generation's portfolio companies include: Virtual Radiologic Consultants, MedVance Institute, Post Education, Sterling Testing Systems, Agility Recovery Solutions, High End Systems, Hotjobs, The Platform for Media, Promatory Communications, and American Cellular Corp. The firm has offices in Greenwich, CT and San Francisco, CA. For more information on Generation Partners, please visit www.generation.com.