> News > 2001
June 7, 2001
Showing Consumers Ads They Want To See:
In a Nov. 1998 story, we quoted an Ad Age-sponsored
Market Facts study that found the percentage of
users who never look at banners rose from 39%
to 49% that year. We summarized the article, saying,
"Key business opportunity: Ad Specifier, a desktop
program that lets users specify ads they want
to see [stored in a milk file, after all what
goes better with cookies?]."
Lo and behold, Zedo CEO Roy de Souza tells ICONOCAST
his company has created adRemote, a pop-up menu
under a banner that lets users choose what ads
are shown. Souza says this "self-targeting" technique
is pull rather than push.
Zedo has also developed a more efficient way
to serve ads. Instead of deploying its own servers,
Zedo uses Akamai and others to serve ads from
"the edge." Because this technique eliminates
one HTTP roundtrip between client and server,
the "302, non-cacheable redirect," Zedo says it
can serve ads in 0.2 second, one fifth the time
required by traditional ad servers.