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BizReport : Ecommerce archives : June 15, 2010

Akamai's pixel-free ad options gaining traction

Online services firm Akamai's pixel-free ad platform for brands is showing significant traction for online retailers. By taking away the pixels, marketers need not worry about consumers whose browsers, computers or preferences do not load pixels. It is billed as able to 'capture up to 100%' of online audiences without pixel implementation.

by Kristina Knight

The Pixel-Free segment of the ADS (Advertising Decision Solution) platform will also help to optimize website performance. It is available with the purchase of new predictive modeling services. According to Akamai data gathered from fifteen brands and marketers, pixels slowed page loading time at least 35%; slow load times have been linked to consumers abandoning websites - and shopping carts - in mass numbers.

"In theory, pixels can be very simple, but in practice, they impose several notable challenges including slowing site performance and requiring substantial IT maintenance," said Mike Afergan, Akamai CTO. "ADS predictive segments with a pixel-free approach is the first offering of its kind to offer improved richness and variety of user behavior data without compromising site performance."

Pixels are transparent images which are embedded within a website to track and deliver e-commerce information. The information captured is anonymous so users don't have to worry about privacy concerns, but, prior to this launch, the information obtained could take months to deliver. The Akamai solution delivers information more quickly so that brands can implement new strategies.

Rather than deploying pixels on pages, which capture generic consumer information, the ADS platform collects anonymous information from product detail pages, giving the marketer a better idea of why the consumer visited. This, in turn, can help to convert future visitors.

Tags: ADS platform, Akamai, ecommerce, online shopping, pixel free ads, targeting pixels

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