TruEffect Puts Advertisers Ahead of the Curve in Consumer Privacy

Share Article

Technology assures compliance with new Consumer Privacy Bill of Rights.

Corrected Logo

TruEffect today announced initial results from Do Not Track client implementations. The company implemented Do Not Track in 2011 and has been deploying it for all domestic and international clients since that time.

“We believe that Do Not Track offers a new level of protections to consumers in how they express their preferences with regard to tracking and use of data in behavioral targeting,” said Martin Smith, TruEffect Chief Technology Officer. “It provides a simple mechanism for ad technology companies to receive and respect the preferences of the user.” TruEffect says initial deployments have seen 1.27% of impression records being served where the user has implemented the Do Not Track mechanism in the browser.

TruEffect was the first ad platform to implement Mozilla’s Do Not Track standards, which creates a real advantage for advertisers in being able to quickly meet the key provisions of the Consumer Privacy Bill of Rights introduced by President Obama. In response to that privacy bill, a coalition of Internet giants including Google Inc. has agreed to support a Do-Not-Track button to be embedded in most Web browsers.

In addition to honoring Do Not Track, TruEffect is the only advertiser technology platform to offer a solution that does not use cookies for the delivery of media – Safeserve. This is deployed today by governmental organizations and their agencies to ensure there is no tracking whatsoever.

“As a company we believe it is critical for advertisers to have a range of choices in how they choose to manage their interactions with consumers and how they provide effective stewardship of that data,” said Smith. Trueffect is the only ad technology company to support a wide range of options for advertisers to control and align their business to their corporate responsibilities.

TruEffect CEO, Ron Hill, stated, “It is important to remember what consumers want and don’t want and respect their preferences. Most consumers want brands they trust to use the data about them to make their online experience with those brands better.” That was recently reinforced by consumer research reported by eMarketer that was conducted last year by the e-tailing group and MyBuys.

In that research, 50% of responders said retailers where they shop should offer promotions and merchandising “tailored to my past purchasing and browsing behavior.” 42% said they would value a retailer or brand more “if it remembered my buying and browsing behavior from all of the channels where I have shopped” (store, mobile, website, catalog). 1 out of 3 people say they expect that when they have browsed a retailer’s website and viewed a specific product, “that retailer would attempt to sell me a similar or like product across the web on content-related sites.”

“We consider this a consumer manifesto for what we enable,” says Hill, “while at the same time honoring the privacy both consumers and the new legislation are trying to protect.” TruEffect recently announced a triple digit growth rate attributed to the unique capabilities and compliance associated with their patented First-Party technology.

About TruEffect

TruEffect is an internet advertising technology company focused on developing innovations that enhance digital display advertising. It is the only provider to serve ads from the advertiser’s domain, which provides powerful advantages over all other solutions in use today. TruEffect offers an innovative, holistic solution that drives awareness, demand creation/capture, and retention; provides vastly superior display media performance; and utilizes and enhances advertisers’ own data without the privacy risks associated with other targeting methods.


Share article on social media or email:

View article via:

Pdf Print

Contact Author

Bill obermeier
Visit website