What makes Trueffect Different

The Trueffect DifferenceTrueffect, The #1 First-Party Targeting and Media Measurement Company

February 25, 2014

Finn Faldi, President & CEO

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Trueffect Inc. Confidential. 2013© All Rights Reserved

Agenda

Current Marketplace Challenges

First-Party Technology

Trueffect Difference

Q & A

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Marketplace:The War on Media Measurement

• Computers with internet security

programs like McAfee or Norton erase

Third-Party cookies every seven

days on average

• IE 10 released with DNT on

by default

• Safari doesn’t accept

Third-Party cookies

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What is First-Party Technology?

Trueffect’s First-Party technology creates the execution of distributed ads directly from the advertiser’s domain to make personal targeting and measurement decisions

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• The customer data that already exists in the advertiser’s cookies for site customization and analytics can be seamlessly leveraged for targeting and measurement

• Advertisers can exclusively both read and write to the cookie on every access (and ensuring data privacy)

Note: Sylvan is not a client – example of First-Party


The First-Party Basis and Data Advantage

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First-Party – media.advertiser.com:

• Broader browser acceptance

• Not routinely deleted = persistence of cookie

• Recognition rates are consistently higher

• Improve audience measurement and targeting

• Do not require synching between Third-Party and site First-Party

• Creates a fully integrated architecture

• Stronger mobile integration


Framework Extended

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Framework extended to use multiple techniques in a

buy-side measurement model

Device finger-printing

Intelligent Mapping

• Syndicated Data Association

LSO – Locally Shared Objects

• Panel –based measurement

Distributed use of First-Party cookies


Marketplace:Ad Measurement is a Mess

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3rd Party: U.S. Reach of 2.4 B U.S. Population = 313.9 M

U.S. Internet

Population =

245.2 M“Half the money I spend on advertising

is wasted; the trouble is I don’t know

which half.”-John Wanamaker,Father of modern advertising and a “pioneer in

marketing”

but..

and..


How We Help Verticals

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Marketers with CRM Data

Retailers

Web/

Subscription Services

Travel Industry

Financial Services

MSO/Cable/Telecom

Trueffecthelps these

verticals move

different creative

through the funnel at all stages at a targeted & personal level not available through

Third-Party cookies

Marketing

Funnel

Accelerated

Sales


How We Help Verticals (cont.)

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Retailers

Web/

Subscription Services

Travel Industry

Financial Services

MSO/Cable/Telecom

Ad Technology

Performance Media

Reach Extension

Performance Improvements through Insights

Supporting current and emerging media models


Trueffect: Optimizing Display Campaigns

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10First-Party cookies are proven more effective in measurement,

persistence and targeting than Third-Party cookies

• Real-time 1-to-1 targeting using CRM data

• Cross-sell and upsell based on audience segmentation

• Move prospects through the funnel

• Audience Extension

• Produce media campaigns with provable ROI

• Improves conversion rate up to 7x with targeted offers

• Improves measurement accuracy 3x over 3rd party

• Lowers media costs 35% in reach & frequency measurement


First-Party Bid Optimization Trupath First-Party Data

First Party Measurement Feed

Combine indicators with

account constraints and

goals to develop signals

Programmatic buying, through

bidder or programmatic DSP

interface

First-Party Ad Serving or

Measurement, closing

feedback loop

Accurate measurement

gives a huge advantage in

competitive exchange

RecencyFrequency

Day Part Audience

GeoDevice & Browser

Inventory Source

Referral URL 11

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Patent Portfolio & StrategyTwo core First-Party Patents awarded

• Multiple continuations applied for to support the core patents

Additional Eight Patents applied for, of which one is in final

office action

Trueffect’s “picket fence” patent

strategy is to continually build IP

around our core patents.

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Trueffect OverviewHigh Growth Company:• First-Party Media, targeted and Measurement Platform for Large Performance Advertisers

• High multi-year growth – up 630% over the past three years

• New Account acquisition up 400% Y/Y

• Focused on retail, finance, travel, web services, communication markets

• Delivering performance and cost-of-performance improvements

• Strong and experienced management team

Trueffect Market Leadership:

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# 1 – First-Party Targeting and Media Measurement Company

# 17 – Top 100 Inc. Magazine Colorado Companies

# 65 – Top Advertising and Marketing Companies

# 2013 Colorado Companies to Watch Winner

Named #68 - Forbes “America’s Most Promising Companies for 2014

http://www.inc.com/profile/trueffect

http://www.inc.com/profile/trueffect


Q & A

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Thank You!

Finn [email protected]

415.609.5858

mailto:[email protected]

What makes Trueffect Different

Technology

Transcript of What makes Trueffect Different