By Adam Bernard
Privacy on the Internet has been a hotly debated issue since its inception, with the main topic of conversation being the browser tracking device known as a "cookie." With that in
mind, Interadnet has created a Cookie-less ad server.
Although the new technology was initially created to meet the Federal Government's policies against tracking consumers through the use of
"cookies" in its online activities, Interadnet will also market its Cookie-less ad serving to other large advertisers who have special privacy concerns, specifically pharmaceutical and financial
industries, as well as businesses that target minors.
Bill Freeman, Interadnet's CEO, says technology such as this has become necessary because "there's been a growing number of organizations
that aren't advertising online because they have special privacy needs."
The Cookie-less ad server will provide most of the same functions as one that has cookies, including impression and
click-through data, real-time reporting, instantaneous creative change and email alerts. It will also include features like geographic reporting (measures campaign impact via city, state, etc.),
server analysis (compares and contrasts the success of various online campaigns and/or brands), and site reporter (tracks the number of completion's and sales regardless of whether they've been
generated by a particular online campaign).
The new technology is set up at the campaign level, which will allow advertisers to alternate between cookie or Cookie-less ad serving for each
campaign, depending upon their objectives.
Adam Bernard may be reached at Adambernard@mediapost.com