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Adauction.com and Netcentives Partner

San Francisco-based Adauction.com and Netcentives, a provider of marketing solutions for e-commerce, said that Adauction.com will join Netcentives' ClickRewards Shopping Network to offer frequent flyer miles to advertisers that regularly purchase ad inventory.

This marks the first time a business-to-business e-commerce company has joined ClickRewards, Netcentives said.

The new incentive and loyalty program will reward media buyers with ClickMiles that can be redeemed one-for-one for frequent flyer miles from seven leading airlines.

Adauction.com, which provides a business-to-business e-commerce service for buying and selling online ads, will also offer 2,000 bonus ClickMiles to new advertisers when they register and make their first purchase on the site through April 30.

"We have established a very loyal base of advertisers and media buyers who deserve to be rewarded for choosing to regularly buy through our channel," said David Wamsley, Adauction.com president and CEO. "Our customers will instantly recognize the added value of ClickRewards, which has been a very successful program for other leading brands that work with Netcentives."

Media buyers can earn one ClickMile for every $10 purchase with Adauction.com. For example, an ad lot of 300,000 impressions that sells for $8 CPM--at a total cost of $2,400--would net 240 ClickMiles for the individual buyer. Adauction.com also plans to offer special promotions to encourage frequent buying, including bonus miles for participating in two or more auctions per month.

"Adauction.com provides a wonderful opportunity to extend ClickRewards into the business-to-business audience," said West Shell III, president and CEO of Netcentives. "Advertisers and media buyers purchasing through the auction channel not only get great deals on top Web site inventory, but can now earn something for themselves."

Launched in March 1998, ClickRewards has more than 700,000 members and a network of sites that includes 1-800-FLOWERS, barnesandnoble.com, BrainPlay.com, garden.com by Garden Escape, Macy's, Music Boulevard, MSN Shopping, OfficeMax.com, Yahoo! and others.