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BizReport : Advertising : October 11, 2010

New platform allows consumers to keep ads

A new advertising platform will give consumers a bit more control over the advertising they are interest in. How? By allowing the consumer to 'keep' ads of interest. Called AdKeeper, the platform works by consumers pushing a 'keep' button, this saves the ad so that the consumer can return to it at a later time.

by Kristina Knight

"Until now, the consumer could control every aspect of the Internet experience - except one. Not anymore. AdKeeper delivers the ability for consumers to finally save online ads for use on their own terms and time," said AdKeeper founder Scott Kurnit. "AdKeeper [establishes] a dialogue in which the brand and the consumer are both willing participants and giving consumers absolute control of what, how and when they engage with marketing communications."

Here is how the platform works: ads from the platform display a "K" letter. The consumer clicks the "K" to keep the ad and continue reading or watching the content which drew them to the page. When they are ready, consumers can click back into the ad in their Keeper file to begin engaging. Kept ads can be organized or sorted according to the consumer's interests and can include coupons and offers as well as product/store information. Kept ads can also be shared with friends.

Founder Scott Kurnet also founded; investors for the platform include True Ventures, DCM, Spark Capital and Betaworks.

The platform is currently in beta release, with acceptance by invitation; the company expects a wider launch in the first quarter of 2011.

Tags: AdKeeper, advertising, consumer control, online advertising, Scott Kurnit

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