A media planner's best friend

Cookie-free ad serving is now a reality, thanks to a new product called SafeServe, brought to you by ad-serving and measurement company TruEffect.

The tool was developed after a client asked TruEffect for a way to get around the reading and writing of cookies onto user hard drives, which has become an intrusive but grudgingly accepted tool for major ad servers.

SafeServe "delivers ads, measures clicks and impressions" without using cookies at all, according to ClickZ.

A setback to this method is the lack of a post-click analysis, but TruEffect is tinkering with a way to do this without hurting its core model.
The company has also launched TruAdvertiser.xls, an ad-serving platform that fully integrates with Microsoft Excel.

Since most agencies manage their media campaigns in Excel, easing the ad platform directly into an Excel workbook streamlines the client's workload.