R. L. Polk & Co. and Detroit Trading Company Introduce Premier Lead Exchange

Exchange provides highly productive automotive sales leads in the marketplace

SOUTHFIELD, Mich., Aug. 20 -- R. L. Polk & Co. and Detroit Trading Company today announced the establishment of the Premier Lead Exchange, an automotive buyer/seller exchange that enables new vehicle lead buyers an opportunity to buy the best leads in a market area and pay a price based on the lead's likelihood to result in a new vehicle sale.

The Premier Lead Exchange combines the Detroit Trading Exchange (TM) with R. L. Polk & Co.'s extremely predictive Internet lead scoring capabilities, to rank order Web-based sales leads from highest to lowest on a scale of 1 to 10. The leads scoring a '10' are five times more likely to close as the leads scoring a '1'. The Detroit Trading Exchange was created by Detroit Trading Company to promote the efficient trading of automotive leads at market-driven prices.

With more than 85 percent of consumers using the Web to research their next vehicle purchase -- and the majority of those consumers generating one or more Internet leads -- the Premier Lead Exchange enables buyers to gain a significant competitive advantage by focusing on those leads that are predicted to close at a proportionally high rate.

"The Detroit Trading Company continues to provide the industry with innovative offerings to help optimize profit opportunities," said Donald Campbell, Detroit Trading Company CEO. "Teaming up with R. L. Polk & Co. enables Internet lead buyers to leverage the Premier Lead Exchange to obtain high scoring, ready-to-close leads in their areas."

"We are pleased to work with Detroit Trading Company to develop the Premier Lead Exchange," said Andrew Price, Polk's vice president of automotive retail solutions. "Combining the market-driven efficiency of the exchange with Polk's advanced lead scoring capabilities provides the automotive lead marketplace with a truly remarkable lead purchasing innovation."

About R. L. Polk & Co.

R. L. Polk & Co. is the premier provider of automotive information and marketing solutions. Polk collects and interprets global data, and provides extensive automotive business expertise to help customers understand their market position, identify trends, build brand loyalty, conquest new business and gain a competitive advantage. Polk helps automotive manufacturers and dealers, automotive aftermarket companies, finance and insurance companies, advertising agencies, media companies, consulting organizations, government agencies and market research firms make good business decisions. A privately held global firm, Polk is based in Southfield, Mich. with operations in Australia, Canada, China, France, Germany, Japan, Spain, the United Kingdom and the United States. For more information, please visit www.polk.com.

About Detroit Trading Exchange

Detroit Trading Company provides professional sales, acquisition and marketing services to companies that buy and sell Internet leads. Detroit Trading Company is the software developer of DT Agent(TM) and Detroit Trading Exchange(TM) which facilitates the buying and selling of Internet-generated leads. DTX(TM) was created by Detroit Trading Company to provide a robust market for trading Auto Finance Leads. The Exchange provides its participants with Uniform Rules of Trading, Dynamic Pricing and Liquidity. The goal of the Exchange is to make it easier for buyers and sellers to do business with each other by eliminating impediments to efficient trading. Detroit Trading Exchange(TM) can be reached on the web at www.detroittradingexchange.com.