Trueffect's First-Party Advertising Technology Blog

"The Programmatic Publisher" Recap from AdExchanger Programmatic IO

Posted by Tim Mayer on Wed, Sep 17, 2014 @ 07:22 PM

One of the last sessions I sat in on today at AdExchanger Programmatic IO 2014 was "Fireside Chat: The Programmatic Publisher". 

With moderator Zach Rodgers, Managing Editor at AdExchanger, leading the discussion, it was an interesting and informative session to end the day with. 

Panel members included: 


Some of the highlights from each speaker below: 

Chip on Selling to CPG via Programmatic:

  • P&G announced they don’t commit to a number in programmatic
  • We have seen a lot of programmatic activity recently
  • It's OK to think about programmatic on a brand basis - it is not only for DR
  • Changed from click-focused to intent driven
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Topics: adexchanger, programmatic

State of Cross Channel Measurement - Live at Programmatic IO 2014

Posted by Tim Mayer on Wed, Sep 17, 2014 @ 10:14 AM

Afer a much-needed coffee break, I'm back live blogging directly from AdExchanger Programmatic IO in New York. This panel is on the State of Cross-Channel Measurement, and includes:


Anne Hunter of ComScore starts the discussion:

  1. Delivering measurement across digital platforms - audience in an app versus visiting site via tablet or PC.
  2. Understanding measurement across digital and non-digital (e.g. TV)

Blueprint is the foundation for cross media measurement - TV and digital

 e.g. ESPN has mobile, TV and Web site they want to understand audience across all of these

Linkage to revenue is the ultimate goal. More demand for this from the buy side to link online with offline sales.

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Topics: adexchanger, programmatic

New Methods for Defeating Fraud in the Programmatic Era - Live from AdExchanger Programmatic IO

Posted by Tim Mayer on Wed, Sep 17, 2014 @ 08:59 AM

Next up at AdExchanger Programmatic IO is a panel discussion on "New Methods for Defeating Fraud in the Programmatic Era". Panel members include:


On the count of three - all cross your legs!

What is the scale of the fraud problem in advertising?

1/3 or 30% of ads we are are buying and up to 60% of video traffic is fraudulent.

Credit card transactions have 7% fraud.

What are we looking for? What is ad fraud?

4 Classes of Fraud:

  1. Fake web sites (made for advertising)
  2. Publishers should know that traffic acquisition is sketchy
  3. Unidentified spiders hitting site
  4. Fake impression/toolbar vendor doing injection (these people are ripping off the publishers too)

Scalable fraud model is the bot net. 

Video marketplace has the biggest issues right now with up to 60% of the traffic being fraud.

Number of minutes viewed versus people available to watch the video is out of sync.

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Topics: adexchanger, programmatic

Live from AdExchanger Programmatic: When and How to Take Programmatic Media In-House by Joanna O'Connell

Posted by Tim Mayer on Wed, Sep 17, 2014 @ 08:38 AM

Greetings from AdExchanger Programmatic IO! I'm live blogging the all sessions today straight from New York City. Don't worry about missing a session - we've got you covered!

First up is Joanna O'Connell, Director of Research at AdExchanger on "When and How to Take Programmatic Media Management in House". 


Joanna begins by discussing new research she conducted by spending three months interviewing agencies, marketers and technology companies. She was looking at the relationship between marketers and agencies. She calls it the 6-5-3 Framework.

The Relationship - It's Complicated

1. Agencies' inability to invest in needed programmatic skills

She points fingers at the holding companies creating agency trading desks they created an environment where the agencies were relying on units agenices had created. Junior people that were not hired to be good at programmatic.

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Topics: adexchanger, programmatic

AdTech Corporate Games - Will you be there to cheer us on?

Posted by Ana Neumann on Mon, Sep 15, 2014 @ 12:30 PM

For the second year in a row, Trueffect will be participating in the AdTech Meetup Corporate Games! This is an annual event where local Colorado ad tech companies put their collaboration, creativity and teamwork to the test by competing in challenges against others in their market.


The Games are just around the corner - September 25th! For those who weren’t at last year’s event, it was a huge success - just take a look at the highlight video featuring our CEO Finn Faldi! If you are in ad tech, have an interest in ad tech or just like to have fun, come cheer us on!

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Double the Content, Double the Fun – Trueffect articles in AdExchanger and MarketingLand Today

Posted by Nina Piccinini on Wed, Sep 10, 2014 @ 11:14 AM

adexchanger  928d700b20d591a86939262405a4a398_Marketing_Land_logo

AdExchanger – our CMO, Tim Mayer, schools us on how CPG brands can target users similar to performance marketers and all it takes is a little loyalty. Here a snapshot:

"A new trend is emerging among CPG brands. They’ve started dipping their toes in the “loyalty program” pool, similar to what performance advertisers in verticals such as retail and travel services have been offering to their customers for years." Read On.

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Connect with us at the iMedia Brand Summit this week in Coronado!

Posted by Susan Esparza on Mon, Sep 8, 2014 @ 11:04 AM


Team Trueffect sends its greetings from beautiful Coronado, California! We are in town attending the 2014 iMedia Brand Summit. Kicking off yesterday, iMedia is a great chance to meet and mingle with some of the top marketing folks from all industries. This summit’s theme is Marketing in an Always-On World, meaning there will be lots of discussion surrounding the tremendous opportunities related to truly integrated and omni-channel campaigns. 

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Trueffect is going places!

Posted by Susan Esparza on Fri, Aug 29, 2014 @ 12:04 PM

Bike To Work Day always makes a big stir here in Colorado and Trueffect loves to get in on the action. Our team hauls out their bike shorts and 10 speeds and hits the roadways in droves. This year was no exception! Trueffect took first in the Jefferson County Class B Business Challenge, making us winners three out of the last four years! (Translation: Jefferson County is the county where we are HQed and Class B is our size division.)


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New MediaPost Article from CPO Jeff Hassemer

Posted by Nina Piccinini on Wed, Aug 27, 2014 @ 11:28 AM

JeffH   2012_DMS_Sponsor_Mediapost_Logo

Trueffect Chief Product Officer Jeff Hassemer is on the pages of MediaPost today with a new article, Attribution and The Rise of Data-Driven Marketing. Jeff covers off on how although data-driven marketing generally results in increasing customer engagement, many marketers find it difficult to modify existing attribution methodologies. Jeff argues that in order to make this switch succussfully, you have to get back to five main fundamentals:

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Ad Age Article - Trueffect CEO Finn Faldi - A New Addition to the C-Suite:Chief Programmatic Officer

Posted by Nina Piccinini on Thu, Aug 21, 2014 @ 03:06 PM


Our very own Finn Faldi (President and CEO) is back on the pages of Ad Age with his latest article -  A New Addition to the C-Suite: Chief Programmatic Officer. Excerpt below and then jump on over to Ad Age for the complete article:

The New York Times, AOL,  Meredith and The Washington Post -- what do each of these media companies have in common? Within the past year, all have hired top executives as programmatic ad chiefs. Given that real-time bidding digital display ad spend is expected to grow another 38% in 2014 (after increasing 74% in 2013) and reach $9 billion in ad spend by 2017 (almost 30% of total digital display ad spend), it makes sense that these companies are investing senior-level resources to help embrace and monetize the massive opportunity.

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