More NewsDirect Revenue Dons White Hat with New Network Plans

Direct Revenue Dons White Hat with New Network Plans

The new, as yet unnamed network, will display ads on Web pages rather than in pop-ups.

Adware player Direct Revenue is joining the ranks of those building behavioral marketing networks, hoping to leave pop-up ads and bad reputation behind.

The company is developing a new adware application that will be bundled with software publishers’ free offerings. Direct Revenue is starting from scratch building a user base. It says new downloads will comply with strict disclosure and privacy guidelines in compliance with TRUSTe’s new Trusted Download program.

Rather than display pop-up ads on users’ desktops, as Direct Revenue now does, the new, as yet unnamed network — to be launched in the first quarter of next year — will use behavioral data collected by the software to target advertising that appears on publishers’ Web pages. The model is similar to that adopted by competitor Claria for its BehaviorLink network.

“The user won’t see more ads than he would see otherwise, but he will see more relevant ads,” explained Jean Philippe Maheu, Direct Revenue’s CEO. Maheu, formerly the CEO of Web development company Razorfish, joined Direct Revenue in May and has since been trying to turn the company into a legitimate online advertising player.

Direct Revenue is still determining whether it will buy inventory and re-sell to its advertisers, or whether it will split revenue with publisher partners. It plans to start by working with software developer distribution partners that also have Web site advertising inventory to offer. The company is also still determining its pricing model, but says it expects to do CPM, CPC and CPA deals, depending on the advertiser and the offer.

“I think this industry has shown that you don’t want to be stuck in one particular pricing model,” said Maheu.

Maheu says the company’s sales force is just beginning to bring the new network concept to its advertiser and agency clients.

Over the past few months under Maheu, Direct Revenue has taken steps to leave behind questionable practices that had tarnished its reputation. Most notably, In September, it ended third-party affiliate distribution of its adware client, saying it was too difficult to police their methods. It’s also been working with the Network Advertising Initiative and the Center for Democracy and Technology to develop standards for adware players.

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3w Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

8m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

8m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

9m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

9m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

8m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

9m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts