EXHIBIT 32.1

                  CERTIFICATION OF ANNUAL REPORT ON FORM 10-K
                           OF PRIVATE BUSINESS, INC.
                      FOR THE YEAR ENDED DECEMBER 31, 2003

The undersigned hereby certify, pursuant to 18 U.S.C. Section 906 of the
Sarbanes-Oxley Act of 2002, that, to the undersigned's best knowledge and
belief, the Annual Report on Form 10-K for Private Business Inc. ("Issuer") for
the period ending December 31, 2003 as filed with the Securities and Exchange
Commission on the date hereof (the "Report"):

     a).  fully complies with the requirements of section 13(a) or 15(d) of the
          Securities Exchange Act of 1934; and

     b).  the information contained in the Report fairly presents, in all
          material respects, the financial condition and results of operations
          of the Issuer.

The foregoing certification is being furnished solely to accompany the Report
pursuant to 18 U.S.C. Section 1350, and is not being filed for purposes of
Section 18 of the Securities Exchange Act of 1934, as amended, and is not to be
incorporated by reference into any filing of the Company, whether made before or
after the date hereof, regardless of any general incorporation langueage in such
filing.

         This Certification is executed as of March 24, 2004.

A signed original of this written statement required by Section 906 of the
Sarbanes-Oxley Act of 2002 has been provided to the Company and will be retained
by the Company and furnished to the Securities Exchange Commission or its staff
upon request.

                                      /s/ Henry M. Baroco
                                      --------------------------
                                      Henry M. Baroco
                                      Chief Executive Officer