February 13, 2013, 9:27 AM

Struq Launches ADPAD for Consumer Control of Online Ads

ADPAD Pause enables consumers to control their display advertising experience, by pausing ads relating to products or services they intend to buy as surprise gifts for their significant others.

Leading online ad personalisation company Struq, today announces the launch of an enhanced version of its ADPAD offering enabling consumers to protect their online shopping secrets from loved ones. Nobody wants their big romantic gesture ruined by an online ad, so Struq have launched ADPAD Pause in time for Valentine’s Day.  ADPAD Pause enables consumers to control their display advertising experience, by pausing ads relating to products or services they intend to buy as surprise gifts for their significant others. 

The new ADPAD Pause control is an industry first and has been introduced in response to consumer feedback suggesting that while consumers prefer online ads that are tailored to the personal tastes, they’d like to be able to control advertising on desktops they share with loved ones, when they are searching for surprise presents.

Information collected by Struq during 2012 showed that over half the consumers who contacted the company were buying gifts on a shared computer and did not want the advertising retargeting trail to ruin the surprise. These queries peaked over the Christmas period.

The ADPAD Pause gives consumers control & transparency over their online ad experience, allowing them to pause advertising for up to two weeks. It is part of a series of initiatives by Struq to give consumers a more sophisticated and meaningful way of controlling the online display ads they see.

The ADPAD Pause control will operate in addition to ADPAD’s existing functionalities, which allow users to delete ads from particular brands, access detailed information on what data is collected about their browsing behaviour and how it is used, and opt out of retargeted advertising altogether.  ADPAD can be accessed via the universal Ad Choices logo carried on Struq retargeted online display advertising.

Struq is recognised as one of the fastest growing ad-technology companies in Europe, with clients such as Nike, Topshop, Easyjet, Hertz, Uniqlo, Hotels.com, Bose, Debenhams and Rakuten’s Play.com

Sam Barnett, CEO and founder of Struq said: “The latest addition to the ADPAD is another example of Struq’s commitment to improving consumers’ online experience of display ads, by listening to what they want and putting the control back in their hands.

“Consumers respond positively to personalisation of online display advertising because it’s relevant to their needs and tastes, but they also want to be able to manage brand messages. For advertisers this delivers a positive brand experience and deeper brand engagement; ultimately delivering continued unmatched performance and incremental sales for the brands we work with.”

About Struq

Struq is a global leader in digital marketing personalisation. Working with more than 200 major brands through a growing network of international offices, Struq’s unique Ad Personalization Platform is transforming the way advertisers engage with consumers online, by delivering true personalisation.

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