SteelHouse is introducing an ad platform that aims to address frustrations with existing online advertising methods. It has adopted a segmentation approach, as well as a policy which allows users full transparency regarding ad placement, profit and performance. Additionally, SteelHouse maintains that it will only charge its clients for lift.
According to reports by comScore, Inc., and Shop.org, even though internet users in the U.S. saw 4.9 trillion online display ads in 2010, about 97% of people who visited eCommerce sites left without buying anything. SteelHouse's new ad platform intends to target the specific segments of site visitors who will most likely respond to the ads.