The Birth Of DirectServe And A New Era
TruEffect, a provider of next generation advertising technology, today announced the launch of DirectServe, a patent-pending solution that allows interactive advertisers and agencies to deliver campaigns from their own web domain.
DirectServe removes the limitations of a third party without depleting any of the benefits, and encourages the relationship between the consumer and the brand by creating further protection of the information being shared between user and advertiser.
Daniel Taylor, analyst at Yankee Group said “The ad server market is evolving as interactive advertisers look for new ways to engage online audiences. Marketers seek to integrate in-house analytics and marketing databases with interactive campaigns. The next generation of solutions will give power and control to advertisers.”
The technology differentiates users base on the context of their relationship with the advertiser. Ads are served from an advertiser’s established domain, creating a new cookie asset and a proprietary database of clickstream records that are useful for advertisers.
Advertisers then have the ability to deliver messages that can be targeted using existing segments rather than third party modeling and scoring methods. TruEffect president and CEO Ron Hill stated “In a time when online users are regularly deleting cookies to protect themselves from irrelevant and unwanted messages, we are redefining what it is to be an ad server. Consumers want merchants they know and trust to reach them with personalized offers, yet they want that dialogues to be directly with the merchant – not an unknown third party. DirectServe eliminates the middleman.”
Should this technology take off, there is a possibility that many ad servers currently owning the data on the billions of cookies dropped daily may suffer a large setback. Once the practices for advertisers are standardized after this technology is widely adopted, the face of online advertising could look very different.
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