Trueffect's First-Party Advertising Technology Blog

“A Crushing It Company” – we love starting out our Tuesday’s like this…

Posted by Nina Piccinini on Tue, Jul 22, 2014 @ 12:51 PM

Today we were recognized by 9News, the NBC affiliate here in Denver, for their “Tech Tuesday” piece as a company who is “Crushing It!” We couldn’t be more thrilled by this recognition and you can view the entire video segment below:


Read More Finds New Connections with Trueffect

Posted by Nina Piccinini on Thu, Jul 17, 2014 @ 09:30 AM

TE_Ancestry is great at helping people discover facts and family throughout history, whether through their geneology service or their celebrity show Who Do You Think You Are? But finding new customers online is a challenge even for this stellar detective.

In order to make the most of their media budget, handles much of their online efforts in-house and we’re proud to be a part of that effort. Using Trueffect’s first-party technology, was able to prove value and discover better ways to market to prospects and to improve display as a retention strategy.

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Trueffect Welcomes Former Experian and Adobe Executives to Leadership Team

Posted by Nina Piccinini on Wed, Jul 16, 2014 @ 10:36 AM

Team Trueffect continues to grow and these two seasoned ad tech execs are the newest additions. Jeff and E.J. bring experience, a-whole-lotta-industry-expertise and they happen to be alot of fun as well which is the perfect fit for this team. They've hit the ground running and are already making a big impact. Welcome, Jeff and E.J.! 
               Former Experian and Adobe Executives Join Trueffect Leadership Team

Westminster, CO – July 16, 2014 - Trueffect, the leading first-party targeting and measurement platform for large performance advertisers, today announced key executive appointments to round out its world-class management team. Jeff Hassemer has joined the company as Chief Product Officer and E.J. Freni as Executive Vice President of Sales.

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Trueffect features and updates and more - oh, my!

Posted by Adam Hill, Director of Product on Tue, Jul 15, 2014 @ 01:38 PM


Our team has once again been working on enhancements and improvements to make our client's campaign life a whole lot easier and below we've highlighted the key takeaways.

This update contains a wide range of new features including: the new Tag Finder Feature, Click Redirector, Site Measurement Warning and more. Overall, the release includes many updates that will improve general usability and make our client’s campaigns that much more successful.

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Executive Summit Wrap Up - The Road Ahead: A Cookieless World?

Posted by Nina Piccinini on Thu, Jul 10, 2014 @ 10:53 AM

They say all good things must come to an end, and we have reached the last of our Executive Partner Summit coverage. Let’s take a look at some of the most important points from each session and then make some predictions about the future, courtesy of Trueffect’s own Martin Smith, Jim Oney, and Dane Elliott.


GuntherGunther Sonnenfeld opened the summit with some food for thought:

If you have the capability to adapt, monitor the conversation and respond.

Consider the outlet: Just because something is the biggest, doesn’t mean it’s the right target. Looking at YouTube vs Netflix as a channel, YouTube has vastly more traffic and daily users but:

  • Reality of YouTube - conversations are disparate, don't have the long-tail. No conversion.
  • Netflix - better at localized conversations and themes.

Give audiences opt-in and they will participate. Marketing is an opportunity to actually build a market.

Over and over again during the summit, we heard the same message: always deliver the right ad to the right audience at the right time for the right price. Whether it was from Scott Trevathan or Mike Ricci, our speakers were clear, the goal and the challenge was about delivering ads where they belonged. Here are some gems from each speaker’s presentation.


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AdExchanger & MarketingLand Articles from Today: Retargeting & First Party 101

Posted by Nina Piccinini on Mon, Jul 7, 2014 @ 01:28 PM

We’re back from the holiday weekend and came prepared with our latest tips that we’re sharing in today's editions of AdExchanger and MarketingLand. Our experts are covering off on Retargeting To-Do’s and navigating all of the noise around first party and what exactly it means for your online display campaigns. Here’s a preview:


How Retargeting Can Jeopardize Revenue, Brand Trust And User Satisfaction

Retargeting is a great way to engage with consumers who have already demonstrated interest in your product or service and have entered the consideration phase of your purchase funnel.

Many marketers view retargeting as an opportunity to get a user back to their websites where they will move down the funnel, but retargeting is more complex than recapturing a wayward user. Fine-tuning is required. Often, there are cases in retargeting that lead to lost revenue, diminishing customer satisfaction and damaged user trust. Continue Reading.


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Executive Partner Summit Recap: Pro-Cyclist Taylor Phinney

Posted by Susan Esparza on Thu, Jul 3, 2014 @ 10:27 AM

As a part of the final recap from our Executive Partner Summit, today we are covering off on our lifestyle keynote with pro-cyclist Taylor Phinney (and on the eve of July 4th, we couldn't resist all these awesome USA inspired pics). Taylor shared inside knowledge of the sport with our Summit attendees and how his focus and determination has led him to becoming a World Champion and Olympic athlete.The Boulder native was kind enough to answer a few of our most pressing questions.

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We began the keynote with an introductory video -

When Taylor was a kid, he was a big soccer fan. He knew what his parents did (they’re both Olympic medalists in cycling), but he never thought of himself as a cyclist. The family moved to Italy when Taylor was 12, and he quickly realized he wasn’t very good at soccer. Around the same time, he went to his first Tour de France and through his Dad, met all of the biggest names in cycling. After that experience, he realized that he wanted to learn to race. Looking back now, he is grateful that his parents didn’t push him until he made the decision on his own.

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Digital Summit Denver - Keynote Recap with Joe Fernandez, CEO of Klout

Posted by Susan Esparza on Tue, Jul 1, 2014 @ 11:23 AM


Today we are continuing our coverage of the Digital Summit Denver with a recap of the keynote session with Joe Fernandez, CEO and Co-founder of Klout. Joe discussed the how's and why's of Consumer Powered Marketing and the implications it has on the future of the industry.

Consumers Trust People, Not Ads

Think people, not channels. You’ll never keep up with the channels. You need to find the people who are authoritative and build relationships with them. The reach may not be as big but the authenticity and trust are huge.

Sweden has been giving their Twitter handle to a citizen for a week each for a year. Wow. Follow @Sweden to see what it’s about. (NB: Also entertaining: Iceland wants to be your friend.)

  1. Authentic UGC has been shown to increase brand lift 4x
  2. It extends reach because your content is not throttled by algos
  3. It’ll be on the networks where it makes sense. People post where it is natural for the content to be.

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Summit Panel Recap - The Data Driven Client and the Agency of the Future

Posted by Nina Piccinini on Thu, Jun 26, 2014 @ 12:06 PM

The recap of our Executive Partner Summit is starting to come to an end, but today we’re covering off on a panel that really got our attendees talking. The learnings came fast and furious when our Summit was introduced to the Agency Panel of Michael Kaushansky of Havas Media, Julie Glasser of Razorfish and Megan Frisbie of Annalect. Trueffect’s own Rohan Kumar moderated the Q&A panel.


Q: How are you adapting to the evolution of data-driven clients?

MICHAEL KAUSHANSKY: The way we think of media going forward and agency in general is around data and content. Data informs content delivery. Paid media isn’t the king anymore. It’s owned, earned, shared and paid. Moving away from paid. The agency owns the data when it’s paid. Owned shared, earned, -- an agency can’t touch that. How do we harness that? We’re looking to pivot for that. Not a social agency but moving toward, Operating System Environment (OSE) data.

MEGAN FRISBIE: We recently rolled out a DMP to all clients to make that data available. Utilize data across channels, and provide easy access to understanding how data driven strategies lead to success.

JULIE GLASSER: At Razorfish, they’re a large data player (Julie works closely with the data teams). Clients want to own the data. Not just measuring one partner but three four or five partners.


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Top Tips: Campaign Review

Posted by Kendall Russell, Director of Ad Operations on Wed, Jun 25, 2014 @ 11:45 AM

top-tips02Take Every Opportunity to Look Good


It happens to everyone at some point. At the end of the month, quarter, campaign, someone comes back and says “why?” The results aren’t what they expected, there’s something strange in the reporting. You end up looking back to the campaign start and discovering – oops, there was a mistake in deployment. While we do our best to catch mistakes for our clients, there are some things that need to be personally checked by you.


Fortunately, these oops moments are easy to avoid if you take a little bit of extra time to follow these five simple steps:



Plan to verify implementations within 24hrs of campaign launches.  Missed implementation causes bad results.  Catch mistakes before they become problems.




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