Earlier this week, industry guru John Battelle wrote a compelling piece on how remarketing needs to be a component of the conversation that occurs between a merchant and their prospective customer during the timeframe in which a purchase is being considered.  He suggested a simple feature to facilitate the two-way nature of the conversation:  an [X] icon in the corner of every ad that would allow a user to pause the messaging from that merchant.

Our team took that good idea and ran with it, implementing the feature for one of our largest customers - Diapers.com - in less than 24 hours.  Now each of their TellApart ads incorporates this functionality:  

As discussed in our previous post, we believe that display ads can be highly effective while also maintaining utmost respect for the consumer.  Allowing the user to effectively “mute” the ads for products they no longer want is key to supporting this respect.  We intend to build even richer functionality into this flow and discuss more of our thoughts with John here:  That Was Fast: TellApart Implements A Searchblog Suggestion.