Trueffect's First-Party Advertising Technology Blog

AdExchanger: First-Party Data Will Transform The Internet of Things

Posted by Ana Neumann on Fri, Mar 20, 2015 @ 02:09 PM

Happy Friday! We've had a busy week of catching up after being out of the office last week for the 2015 Adobe Summit! The event provided great networking opportunities and even greater learnings. One of the hottest topics at the Summit this year was “The Internet of Things".


finfaldiddtToday in AdExchanger, our CEO Finn Faldi shares a similar experience from the Consumer Electronics Show earlier this year and more importantly, how First-Party technology will become core to the underlying infrastructure of IoT. 


Here’s a preview:

"The Internet of Things (IoT) exploded onto the tech scene last year and scored major attention at this year’s Consumer Electronics Show. The IoT market is huge, with a projected reach of $19 trillion by 2020.


There are practically limitless opportunities to harness the IoT to capture the hearts and minds of consumers in new ways. But what makes the IoT exciting is how suddenly every connected “thing” will have its own data ecosystem, including more streams of first-party data.

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Need DCO? We can help.

Posted by Ana Neumann on Thu, Mar 19, 2015 @ 02:07 PM

We hang our hat on our ability to deliver the right ad to the right person at the right time and we’re expanding that even further with our new DCO (dynamic creative optimization) functionality just announced today.

Our COO, Darryl LaRue put it best: ““DCO is a perfect complement to our portfolio of solutions and will provide a great opportunity for advertisers to increase campaign performance beyond the current success they’re experiencing today with our First-Party platform."

Read on for complete details or of you’d like to connect with our team to learn more, reach out NOW. 



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ROI vs. ROAS: Which is the Better Metric for Digital Advertisers?

Posted by Ana Neumann on Fri, Feb 13, 2015 @ 11:16 AM

Most marketers use ROI (Return on Investment) and ROAS (Return on Ad Spend) interchangeably without understanding the true business value of each. Today's digital marketing industry, in which users can be accessed through more channels and devices than ever before, has posed additional challenges. Have advertisers made the necessary adjustments to their metrics in order to optimize online campaigns?

In today's AdExchanger, our Chief Marketing Officer Tim Mayer outlines the differences between the two metrics and explains which will be most important to digital advertisers. Take a look:



“At a conference years ago, I heard Paul Ryan, Overture’s former chief technology officer, debate the benefits of optimizing to the return on investment (ROI) metric vs. the return on ad spend (ROAS) metric. In those days, many marketers optimized paid vs. organic search, and all marketers focused on acquiring leads from a single page – the search page. Ryan advocated the advertiser-centric ROAS metric, reasoning that just one conversion could yield a 100% ROI, but one conversion does not make a viable business.”


Read on for the full article


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Building Accurate Measurement in the Age of Fraud, Non-Viewable Ads and Cookie Proliferation

Posted by Tim Mayer on Fri, Jan 30, 2015 @ 09:58 AM

As Display has moved from a contextual set-it-and-forget-it advertising vehicle to an audience based, optimized machine, precise and accurate measurement has become the priority. This is not an attempt to bring yawns to the faces of many a marketer (often typical on this very subject) but rather, an opportunity to emphasize the importance of measurement to inform improved targeting which results in superior campaign performance.


Accurate Measurement - Key To The Purchase Cycle

As with most initiatives, we expect things to improve over time. But macro trends in our industry’s technologies and in consumer behaviors have made the road to accurate measurement complex. Measurement enables marketers to tell stories across the entire purchase cycle, serve the best performing personalized ads to consumers across devices as well as determine which new audiences to target based on return on ad spend (ROAS). Some of the barriers to accurate measurement reside on the publisher side and some on the advertiser side. This raises the complexity in getting to a solution and most likely necessitates a brick by brick approach to building one.



Filtering out the Non-Human/Bot Traffic

The first step to accurate measurement is for advertisers to implement a fraud solution to fully understand whether real users are viewing the ads. Fraud has the ability to muddy metrics significantly, making it difficult to determine the best performing ads, and wasting ad spend on media buys that should not have been purchased in the first place. In a recent ANA & White Ops study, 11% of display ads, 17% of programmatic ads and 19% of retargeted ads were served to bots in September of 2014. This major prevalence in bot traffic creates significant, painful inefficiencies before media can even be successfully optimized.


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What to Expect From Display Advertising in 2015

Posted by Tim Mayer on Mon, Jan 12, 2015 @ 11:06 AM

It's hard to believe we're almost two weeks into the new year but it just shows, time is once again moving quickly. Looking back on the past year, 2014 was definitely the year of big data, mobile and programmatic. As for 2015, we once again expect to see significant and exciting new changes. Advertisers and agencies alike will need to shift their strategies and spend in order to adapt.


Looking ahead, we expect Identity Management, Small Data, and Expressed Data to be three broad-stroke trends that will significantly change the display advertising landscape in 2015. Here's a preview:


  1. Identity Management

Ad measurement became much more difficult in 2014 due to (1) the decline of third-party cookies, and (2) a large beahvioral shift in which consumers relied on multiple devices unlike ever before. This two factors led to great inaccuracies in crucial ad measurements such as reach, frequency and targeting. In order to solve this problem in 2015, we expect ad tech vendors to start providing identity management solutions that will both aggregate cookies into a single identity and in some cases, connect advertising touch points to a real-world identity.

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Think Small: Why Big Data Isn't For Everyone

Posted by Nina Piccinini on Tue, Jan 6, 2015 @ 09:45 AM

adage-logoA topic all too familiar to marketers around the globe – Big Data. In Ad Age today, our Chief Product Officer Jeff Hassemer shares why big data may not be for everyone and how marketers can use “small data” to better target customers. And while he’s at it, he’ll also provide a nice handy dandy explanation of what exactly “small data” is to get you started ASAP. Here’s a snapshot:

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Topics: Ad Tech, Data

5 New Year's Resolutions for Display Advertising in 2015

Posted by Nina Piccinini on Thu, Dec 18, 2014 @ 10:06 AM


We’re busy closing out an exciting 2014 and our prep for getting in tip-top shape for 2015 has been in the works for months. As part of that, in our latest Marketing Land article we have tips for whipping your display efforts into shape for the new year. Not doing much currently on the display front? Well first of all, we can help. Secondly,  these “best practices” apply across the board. This includes those Marketers who have a deep investment in this channel or those who are just starting out.

Take a look:

"2015 is racing toward us all, and it’s worth taking a few minutes to think about how you’re going to improve your display efforts when the ball drops on New Year’s Eve.
Inspired by common personal resolutions, here are five ways to make 2015 your best year ever. 

1. Get In Shape

Is your display advertising slacking and weak? Do you want to make your campaigns lean, mean and green(back)-friendly?
Then it’s time to get an ad server, friends. Ad servers manage inventory, target demographics and provide reports on how well your campaigns are performing.
All ad servers are not created equal and finding the right one means being honest about what your display efforts require. Some people need Curves, some need Cross-fit. It’s up to you to determine which is right.
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Topics: Display

What a Buy-Side First-Party Ad Server Can Do That a Buy-Side Third Party Ad Server Cannot

Posted by Tim Mayer on Thu, Dec 11, 2014 @ 12:09 PM


Many people often wonder what the difference is between a First-Party ad server, such as Trueffect, and other ad servers that are part of the third party ecosystem. The rise of the buzz word “First-Party data” compounded this confusion. A First-Party ad server is a technology that handles First-Party Data and other data types in a unique and special way, but it is not exclusive to just First-Party Data. 

In this article, O’Neill Stanleigh, Trueffect’s own Director of Solutions, explains the difference in how First-Party ad serving technology operates and what unique capabilities and benefits the technology provides. Excerpt below:

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Topics: Ad Tech

Trueffect Selected as a 2014 Red Herring Top 100 Global

Posted by Nina Piccinini on Tue, Dec 2, 2014 @ 11:17 AM



Wow. What a year it has been for us here at Trueffect. So many new learnings, exciting new challenges, much time spent with current clients and new. It’s been awesome. I read something recently that said: “You have one month to finish the book of 2014, make the last chapter the best one.” Well we’re thrilled to be ending on this note and being named a Red Herring Top 100 Global Company for 2014. As we share below, this follows our Forbes, Inc. 500 and Red Herring North America wins earlier this year. It really is such an honor to be acknowledged for the work we love to do. And most importantly, we couldn’t have done it without the support of this great community. With that, we tip our hats and cheers to you and look forward to an amazing 2015!


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Programmatic Balance 103: Advanced Reporting

Posted by Charity Webb on Wed, Nov 26, 2014 @ 10:00 AM

There are several issues to stay on top of in programmatic direct response campaigns. Determining what is causing a lag in performance can be difficult if you aren’t sure where to look. The best place to start is the data.

There are a handful of advanced reports you can look into that can help:

  1. Reporting-Matters-867x1024

          Overlap Reports – if you have multiple programmatic partners on a plan, this report is important to pull to ensure you aren’t bidding against yourself. If you are, this will drive up your bottom line and could be the fix to your problems. If you see 10%-20% or greater overlap along with poor performance then you need to make some adjustments.

  2.       Time Lag to Conversion Reports – this will highlight how long it takes a customer to convert. If you have small post-click and post impression windows and it usually takes a customer longer to convert then this would be an issue to bring to the client. Make sure to come heavy with the data and a recommended new window.

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Topics: programmatic

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