TruEffect, a provider of next generation advertising technology, today announced the launch of DirectServe™, a patent-pending solution that enables interactive advertisers and agencies to easily deliver campaigns from their own web domain. By removing the limitations of a third party ad server without sacrificing the benefits, DirectServe empowers advertisers to build a direct relationship with their customers and provides consumers with a new confidence that their information is being shared solely with a brand they know and trust.
According to Daniel Taylor, senior analyst at Yankee Group, “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.”
Unlike traditional third party ad-serving models that deliver interactive ads based on anonymously profiled segments, DirectServe’s technology distinguishes consumers from within the context of their relationship with an advertiser. DirectServe accomplishes this by serving ads from an advertiser’s established domain, creating a new cookie asset and a proprietary database of clickstream records that are instantly meaningful to the advertiser. Advertisers can deliver a message in real-time that can be targeted using existing segments rather than a third party modeling and scoring method.
“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,” said TruEffect President and CEO Ron Hill. “Consumers want merchants they know and trust to reach them with personalized offers, yet they want that dialogue to be directly with the merchant – not an unknown third party. DirectServe eliminates the middleman.”
The information used to “re-target” known consumers is based on the preferences they have shared with the advertiser. DirectServe ensures that the consumer privacy principles adopted by an advertiser will be upheld anywhere the advertiser has purchased inventory on the web. In addition, DirectServe:
Helps advertisers overcome dependence on an external cookie database.
Adds insight into how consumers become customers by enabling advertisers to append their customer records with data about how they were acquired (what messages they saw, when they saw them and to what messages they responded).
Empowers the advertiser with the ability to directly manage their existing cookie asset through TruAdvertiser.xls™, a campaign system from TruEffect that is integrated with Microsoft© Excel and designed to help lower the cost of planning, buying, trafficking, delivering and measuring banner and rich media advertising.
Eliminates the need for expensive data normalization or cookie-synching.
Prevents the pooling of valuable data for the development of derivative works that benefit other advertisers.
Develops an exclusive record of click stream activity that captures every online transaction, beyond an advertiser’s own branded site.
ABOUT TRUEFFECT
TruEffect, a provider of next generation advertising technology, offers the first advertising solution enabling interactive marketers to have exclusive control of their online campaign data, helping them to create a direct relationship with customers and seamlessly incorporate customer data into the overall marketing ecosystem. Headquartered in Broomfield, CO, TruEffect is based on patent-pending technology designed for advertisers investing more in interactive marketing and looking to manage Internet ad campaigns more efficiently and with greater control. Its SafeServe, TruAdvertiserXLS and DirectServe products are used by leading Internet marketers. TruEffect is a Microsoft Certified Partner. For more information visit www.TruEffect.com.