COOKIE-LESS AD SERVER INTRODUCED

By: Sarah J. Heim

Interadnet May Change Privacy Debate


(Adweek IQ) As the debate about online privacy continues,
Interadnet – an advertising services and technology provider
based in Raleigh, N.C. – aims to sooth concerns regarding
cookie-based data gathering with the introduction of a cookie-
less ad server.

Unveiled Monday, Interadnet’s proprietary ad-serving technology
will provide the same functions as its cookie-based counterparts,
including real-time reporting and creative change, as well as
more advanced features such as geographic reporting.

At a time when there are 15 bills on Capitol Hill dealing with
Internet privacy, Interadnet hopes its new technology will be an
appealing alternative for some clients, especially those in the
healthcare and financial services industries, as well as with
government agencies and nonprofits.

Last fall, a White House memo stated that all government-
sponsored online advertising could no longer contain cookies.
These types of regulations are bound to trickle down to other
security-sensitive industries such as pharmaceutical and youth-
targeted markets, said Stephanie Herold, vice president of client
services and privacy officer at Interadnet.

While other ad servers like DoubleClick and Engage have a slew of
customers willing to pay big money for cookie-gathered
information, Interadnet wanted to take the high road and offer
customers a way to deliver ads without cookies, Herold said.

As an example, she cited a healthcare site dealing with
infectious diseases where users might be disinclined to log on if
they thought their health information would be recorded or
divulged to a third-party server.

Interadnet will continue to offer its cookie ad-server
capabilities to clients. At the campaign level, advertisers will
be able to alternate between cookie or cookie-less ad serving,
depending on their objectives.

“I think there’s always going to be a mix of both cookie and
cookie-less ad serving,” said Bill Freeman, CEO and president of
Interadnet. However, he noted that if legislation were to go
through, and the rules on cookie-based data gathering were to
abruptly shift, Interadnet would be in a position to attract many
clients.



Copyright 2001, Editor & Publisher.

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