The Fundamental problem that the US and EU legislators tried to address – online user control – is yet to be solved by the industry

In response, the Struq AD PAD provides meaningful controls for users to customise their online advertising experiences within the display ad, instilling user-confidence and creating positive brand experiences

The new ‘cookie regulations’, which come into force in the UK on 26 May 2011 are woefully ill-thought through, unenforceable until clarification is issued detailing how to comply with the law, and fundamentally fail to address the key issue on which they were founded – user control.  Research shows that users want control. 75% cite ‘more control’ as one of the key desires they have of online advertising* and 61% of those users opting-out of Struq ads, cite ‘lack of control’ as the reason*.  Whilst the OBA (Online Behavioural Advertising)  framework is crucial in providing a benchmark for conducting business and moving out of a potentially debilitating situation for users, advertisers and publishers alike, we should not look to the IAB to provide the long-term answer to meeting the needs of users. Instead, Struq has been innovating in this space to create an environment where users can control the content of their ads themselves, directly within the ad. Continue reading

Square Mile picks the City’s most promising talent

Sam started his innovative advertising company, Struq during the start of the credit crisis with just £2,000 in start-up capital. Three years later and leading brands such as Adidas and EasyJet use his advanced advertising technology. Struq has been named by the Wall Street Journal as one of the top ten innovators across Europe. Sam been shortlisted for Young Entrepreneur of the Year and is one of the Courvoisier Future 500 ‘Rising Stars.

Evening Standard: Getting personal with targeted web advertising

With his cropped hair and plain-speaking manner, Sam Barnett does not look like one of advertising’s slick Mad Men. But then the 27-year-old founder of Struq, a business that offers retailers highly targeted, personalised adverts on the web, has no desire to be part of an established order.

Barnett sees his start-up as a disruptive force that is using new technology to make online display ads as effective as search-engine advertising – and in a way that some of the top media-buying agencies have struggled to match.

The big idea is “re-targeting”. That means tracking consumers’ online behaviour using cookies (tiny beacon-type devices on your computer), identifying the most “predictably profitable” customers, and then refining the targeting to show more relevant ads to each consumer – based on past behaviour and purchases. “It’s all anonymised,” stresses Barnett, adding that users can opt out of cookies. Continue reading