Trueffect's First-Party Advertising Technology Blog

Ad Age Article - Trueffect CEO Finn Faldi - Retailers Don't Give Up Control of Your Data

Posted by Nina Piccinini on Tue, Jul 29, 2014 @ 09:50 AM

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Our CEO, Finn Faldi, graces the pages of Ad Age today with a thought provoking piece on retailers potentially becoming publishers and some possibly becoming agencies, too. In his latest article, Retailers Don’t Give Up Control of your Data, Finn covers off on the recent Walmart news where via Walmart Exchange (WMX), the company will begin buying its own media as well as third-party media for its suppliers. This could be the beginning of a large shift for those retailers who don’t want to (or have to) give up control of their data.

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MarketingLand Article - The Retargeting Trap: How Targeting Conversions Hurt ROI

Posted by Nina Piccinini on Mon, Jul 28, 2014 @ 10:12 AM

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Our very own Susan Esparza and Content Strategist extraordinairre is back on the pages of MarketingLand with her latest article -  The Retargeting Trap: How Targeting Conversions Hurt ROI. Excerpt below and then jump on over to MarketingLand for the full article:

Data are wonderful things. Properly applied, data can provide insights into where to trim budget and where to increase it. Data will indicate what’s working versus what’s not, what’s a signal versus what’s an outlier. And, data help to determine the proper media mix for the overall campaign strategy.

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Top Tips: The Next Step

Posted by Kendall Russell on Thu, Jul 24, 2014 @ 12:17 PM

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Last time, our Top Tip was: don’t forget the little things and take every opportunity to look good. Since then, you should have been reviewing your campaign delivery daily, checking for errors that would lead to disaster down the line. 

Now it’s time to take the next step by using those checks to find insights and regularly verify setup. You’re already checking your campaigns, so here’s how to make those checks really count:

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“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:

 

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Ancestry.com Finds New Connections with Trueffect

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

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Ancestry.com 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, Ancestry.com 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, Ancestry.com 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.! 
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               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 on Tue, Jul 15, 2014 @ 01:38 PM

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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:

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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 - https://www.youtube.com/watch?v=9mQgD_JzfRE.

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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