Trueffect's First-Party Advertising Technology Blog

Why Does an Advertiser Need an Ad Server?

Posted by Tim Mayer on Tue, Nov 25, 2014 @ 10:53 AM

We get this question quite often so we thought we’d take a couple of minutes to cover off on it here and of course, open it up for any questions or comments you may have in the string below based upon your own experience.

With that, let’s jump into our Q&A:


Publisher or Advertiser Ad Server? What’s the difference?


Let’s first define the difference between a publisher (sell-side) ad server and an advertiser (buy side) ad server. When a user visits a web page, take for example, there is ad space available on the page for advertisers to purchase if they want to get in front of ESPN’s audience. A publisher ad server determines which advertiser will be offered which ad space on any given page. Once it is decided which advertiser is serving the impression, a call is then made to the buy-side ad server to decide which creative should be used and then serves the chosen creative to that user on the publisher site.


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Topics: Ad Tech

Programmatic Balance 101 - Part 2

Posted by Charity Webb on Tue, Nov 18, 2014 @ 11:44 AM

In my previous post, I discussed the ground work to understanding the success of the programmatic piece to a campaign. Now let’s dig in, and talk about the vendors/platforms (trading desks) used in your campaigns, as this is key to the success of the plan implemented for your client.


There are so many partners out there that work within the programmatic landscape and a lot of these partners have self-served platforms. There are also self-served platforms outside of those partners. So many options! Which to choose? There are some partners that historically perform better than others; however, just like the weather changes, so do these partners’ performance. Some partners perform better in certain verticals than others so it is important to understand the strengths and weaknesses of each partner/platform. This is essential for your campaigns.


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Topics: programmatic

Ad Creative Desserts – As Part of the Care and Feeding of the Ad Creatives Process

Posted by Susan Esparza on Mon, Nov 17, 2014 @ 11:16 AM


Today over at Marketingland, I’m covering the basics of care and feeding of ad creatives from the importance of a strong, relevant messaging to being ready for the inevitable burn out with a fresh new creative to keep your campaign going strong.

As with all writing, there were additional points I wanted to cover in this piece (post publication, of course!) and one of them was a way to extend the life of your current creative beyond its usual burnout point by extending the audience for the creative.

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Are You Stuck in a Last-Click Attribution Model?

Posted by Tim Mayer on Tue, Nov 11, 2014 @ 01:12 PM

Much of your success in marketing and the channels you choose to use or not use are driven by marketing measurement and attribution methods. Attribution is a method of wholly or partially giving credit to a marketing channel for a conversion. Many of our clients and prospects have been using last-click attribution which means giving credit to the click that sent the user to the landing page, phone call or store location page where the conversion or desired action took place. Whilst this is a very rigorous model in which one knows for certain who should get ultimate credit for the conversion, action, or revenue, there are often a lot of auxiliary advertising channels that assisted in this conversion.

Last-click attribution leaves a lot of opportunity to grow your return on ad spend (ROAS) on the table with respect to investing in top of the funnel awareness which can drive productivity in the bottom of the funnel in terms of both volume and activity. Growing top of the funnel means more people in the purchase funnel from more branded (38% lift over 4 week period according to comScore) and unbranded searches (47% lift over 4 week period according to comScore), as well as higher quality activity in the form of higher click through rate (CTR) on search results and higher open rates on emails.

Image courtesy of


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Programmatic Balance 101: The Ground Work

Posted by Charity Webb on Thu, Nov 6, 2014 @ 10:13 AM

The industry has been heading towards programmatic for some time now, and rightfully so. There are a few measures you can take to help your client achieve maximum efficiency and I will discuss the ground work of those key measures in this post – followed by a couple of upcoming posts that take a deeper dive into partners/platforms and advanced reporting.


The right balance in programmatic advertising largely depends on the client and their goals, but there are commonalities in what to expect from the right balance, and what to expect from the wrong balance. Let’s start with the latter.


The wrong balance is too much programmatic or too little programmatic dollars in the client’s plan. Of course, that’s easier said than done. While programmatic is the most efficient and effective means to spend a client’s dollar, you can only spend so much towards this medium. To start, you can put your best foot forward by looking at the clients’ site analytics and understanding what other media they have in market by way of digital and traditional media. If you spend too much in programmatic, with too many partners or platforms, you begin to cannibalize the client’s dollar. With this, you’ll see your end goal spike. If you are coming in under goal, then it is safe to assume you can spend more in programmatic, possibly with the same partner or adding in an additional partner.

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Topics: programmatic

Top Tips: Cache Busting

Posted by Kendall Russell on Mon, Nov 3, 2014 @ 11:07 AM

top-tips02Keep your impression count in-line and help prevent discrepancies by implementing Cache Busters. Cache busting is a way to dynamically populate a random number (usually a time stamp) to prevent system caching. This action makes all the URL ad calls unique and not duplicated. We should ask and ensure all publishers are implementing Cache Busting macros in all Trueffect ad-tags. 


What Does a Cache-Buster Do?

Cache busting maximizes publisher inventory, keeps the value and meaning of an impression constant and helps minimize discrepancies between publisher and advertiser delivery reports.

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Topics: Top Tips

What's New - Right or Wrong - In Display Advertising

Posted by Ana Neumann on Mon, Oct 20, 2014 @ 11:09 AM

New articles from Trueffect in AdExchanger and MarketingLand take a look at the current trends in display:


AdExchanger – CMO Tim Mayer covers Facebook’s recent play with the relaunch of Atlas, and muses on how Google will react and what this means for online marketers.

"The Facebook announcement was a big step for Atlas. There are some significant advantages in its new solution, especially compared to its previous offering.


But take heed: Both Google and Facebook are moving toward a walled garden approach with their advertising."

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Keep up with us! Trueffect Events in October

Posted by Team Trueffect on Fri, Oct 10, 2014 @ 10:21 AM

octoberBreak out the pumpkin-spiced everything, it’s officially Fall. As always, members of the Trueffect team will be found near and far. To keep up with our global-trotters, here’s the itinerary:

Last week, Tim Mayer and Susan Esparza attended SMX East in New York. You'll see session coverage here on the blog and over at Marketingland. While the conference was search marketing focused, we think that there’s learnings there for everyone.

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Pubcon 2014 Keynote from Jay Baer

Posted by Tim Mayer on Thu, Oct 9, 2014 @ 12:56 PM


Today I'm live blogging the sessions from Day 3 of Pubcon Las Vegas 2014. This morning's keynote was from Jay Baer, President of Convince and Convert and author of "Youtility: Why Smart Marketing is About Help, not Hype". 

Smart marketing is about help, not hype. If you’re wondering how to make your company seem more exciting, you’re asking the wrong question. You’re not competing for attention only against other similar products. You’re competing against your customers’ friends and family and viral videos and cute puppies.

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Content Creation Strategy - Live from Pubcon

Posted by Tim Mayer on Wed, Oct 8, 2014 @ 12:57 PM

This session was about how inbound marketing has changed in recent years to include content as a foundation for driving inbound traffic, conversions, and sales. The panel included Arnie Kuenn, Phillip Thune, and Sean Jackson, with Scott Hendison moderating. 


Sean Jackson of Copyblogger

What is a Content Strategy:

Effective use of content that enhances the buying process

8 Phases of the Buying Process:

  1. Category awareness: I need a mobile phone
  2. Brand Awareness: Apple has a mobile phone
  3. Brand Consideration: Google Samsung has a competing product
  4. Brand Preference: I am an apple fanboy
  5. Purchase Intent: Look at cost
  6. Purchase
  7. Customer retention
  8. Brand Advocates: I love this phone
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Topics: Pubcon

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