New Digital Advertising Technology From TruEffect Validated by CMO Research

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Recent research conducted by IBM has reinforced the value of TruEffect's ability to leverage an advertiser’s customer data in the placement and delivery of digital advertising.

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We enable advertisers to use their own customer data to place relevant ad content that is determined by the customer viewing the ad.

TruEffect, the real-time customer intelligence company, has cited an IBM study of global Chief Marketing Officers conducted in October, 2011 as a key reinforcement of its unique digital advertising capability. In that study, 61% of CMOs said they used customer data for segmentation and targeting, highlighting the desire to better understand and message their current and potential clients. IBM’s research complements July 2011 data from ClickSquared and The Relevancy Group that found 35% of US marketers were most interested in improving data-centric segmentation and targeting practices.

The ability to target and segment customers using customer analytics demonstrates the strategic desire to improve customer loyalty and advocacy, objectives shared by 67% of the CMOs in the IBM study. The only technology that enables advertising that uses the customer data from the advertiser’s own First-Party cookies is provided by TruEffect.

“Our platform is the only one in the industry that is built on First-Party ad serving technology. In our model ads are served web wide directly from the advertiser’s domain rather than the ad server’s domain such as DoubleClick or Atlas,” said Ron Hill, TruEffect CEO. “We enable advertisers to use their own customer data to place relevant ad content that is determined by the customer viewing the ad. That’s the most powerful targeting possible.”

TruEffect has changed the paradigm from data management to customer intelligence, which not only contextualizes advertising, but also enhances segmentation by building deeper insights into finding prospects that act like customers , not simply match them demographically.

The IBM study showed that 71% of CMO’s indicate they feel unprepared to leverage the large amounts of data that continue to become available to them. According to Hill much of that data is actually erroneous when it comes to digital advertising, “We are finally able to provide advertisers with measurement that is accurate and accountable, unlike using third-party cookies that are extremely volatile. Anti-virus packages such as Norton and McAfee delete third party cookies every 7 to 30 days, and Apple mobile devices do not even accept them. The result, as Nielsen and other media measurement companies have demonstrated, is that third-party measurement overstates the actual audience by as much as 3 times.”

Because First-Party cookies from known and trusted Advertisers are not targeted by anti-virus software and are more accepted by Apple mobile devices, First-Party ad serving can increase the efficiency of online display and has been shown to radically lower the cost of acquiring new customers while increasing the value of an advertiser’s relationship with existing customers.

Data protection is another advantage of being able to serve ads in the First Party. The advertiser’s customer data is prevented from being trafficked and monetized by third parties, as often happens and sometimes to the benefit of competitors. The data protection inherent in the TruEffect platform makes it possible for highly sensitive industries such as financial services, pharmaceutical, and medical to improve media performance using TruEffect technology while having complete control of their critical data assets.

According to Hill, “It is only a matter of time until every advertiser discovers the new world of First-Party advertising that only TruEffect is offering.”

About TruEffect
TruEffect is a real-time customer intelligence company whose patented technology gives TruEffect the exclusive capability to deliver advertising using the advertiser’s First-Party cookies. This has created a new world of digital advertising where customer intelligence is yielding the highest returns on advertising.

Leveraging a client’s First-Party data allows TruEffect to identify actual customers, deliver individualized ad content, gather and analyze customer online activity in real time, and instantly use that intelligence to achieve the most precisely targeted and cost-efficient media placement possible. By enabling advertisers to personalize and contextualize their ads and deliver them via an optimized mix of the most relevant channels, TruEffect consistently delivers the highest return on digital advertising . More information is available at

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