Trueffect's First-Party Advertising Technology Blog

SMX East Summit - NYC - Live Blog Updates Right Here...

Posted by Susan Esparza on Tue, Sep 30, 2014 @ 10:20 AM

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Good morning and welcome to SMX East! This week we have a team a team at the event liveblogging sessions and our very own CMO, Tim Mayer, will be speaking, participating as a panelist as well as a moderator. Miss a session? Check back here and we’ve likely covered it for you.

For the event we’re going to be mostly in the Summit track, liveblogging here and providing additional coverage over at Marketingland. 

Because this is a search conference, most of this will be search marketing focused. However, we’re firmly of the belief that online marketing should be holistic so we’re going outside of our display comfort zone to give you a broader view. And who knows, there may be some insights for display in here too. (Spoiler alert, there definitely are.)

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Topics: Branding, SMX, Data, Search

Trueffect Tool Updates: September

Posted by Adam Hill on Thu, Sep 25, 2014 @ 11:03 AM

whats_new-404232-edited Happy September Trueffect Clients! 

 

Continuing our theme of making your life easier, this month we bring you updates that will increase your insight and improve your efficiency. Read on: 

Trueffect is rolling out a new workflow solution to help support our customer’s ability to manage their campaign schedules in TruAdvertiser.XLS™. By including a filter schedule button, users are able to filter placements, sections, creatives, ad sizes and all other data columns in their campaign schedules more easily.

To select filtering options, users can either type into the cell and have the list update dynamically, or pick and choose the individual details by clicking on the checkboxes. As selections are made, the other filtering fields will refresh based on the previous selected filtering criteria. In addition to being able to filter the schedule, users can also specify how they would like the schedule to be sorted.

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Topics: Tech Updates & Features

Wide Open Spaces – Revamping Trueffect.com

Posted by Nina Piccinini on Mon, Sep 22, 2014 @ 11:47 AM

If you haven’t taken a look around recently, you may have not noticed that Trueffect.com has a brand new look and feel. Websites, like creatives, have a burnout and we decided that it was time to give ours some fresh fuel. Our focus continues to be on YOU, the client, the visitor, the marketing rockstar. From top to bottom, the site has been redesigned to make it more informative, educational and easier to use.

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Swing over to the homepage and you’ll find a nice clean look that tells you exactly what you need to know - immediately. From our simplified navigation (which you can navigate via mobile also) to our featured blog posts section, it’s all about getting you what you need - up front and personal.

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"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: 

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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:

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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:

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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". 

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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.

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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

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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

iMedia-Brand-Summit-Sept-Banner1

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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