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TruEffect dumps ad cookies in marketer's lap

TruEffect launches DirectServe ad service that sends ad cookies to advertisers, not third-party ad servers.

A Colorado-based start-up is launching on Tuesday an online advertising service that gives marketers control over the information about how customers interact with the ads instead of sending it to third-party ad-serving companies.

TruEffect's DirectServe platform delivers advertisements from within a Web sub-domain of the advertiser. For instance, TruEffect could serve ads from "media.safeway.com."

The cookie data about who clicks on the ad and other information about viewer activity goes directly to the advertiser, who can use it for analytics and ad-targeting purposes, instead of going to a third-party ad server.

"Only the advertiser has the data," said Ron Hill, chief executive of TruEffect. "The click stream data can go into the customer's analytics."