TruEffect has released SafeServe, a technology offering benefits of third-party ad serving without the use of third-party cookies. The solution attempts to reduce concerns about consumer privacy.

According to the company, key benefits of SafeServe include eliminating the reading or writing of browser cookies; preventing cookie tracking data from being captured in click stream logs; retaining the efficiencies of automated trafficking and banner optimization; and preserving web-wide, consolidated impression and click reporting.

TruEffect also had launched TruAdvertiser.xls, with integrates Microsoft Excel into the ad serving platform.