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What makes Trueffect Different
- 1. The Trueffect Difference Trueffect, The #1 First-Party Targeting and Media Measurement Company February 25, 2014 Finn Faldi, President & CEO 3/17/2014Trueffect 1
- 2. Trueffect Inc. Confidential. 2013© All Rights Reserved Agenda Current Marketplace Challenges First-Party Technology Trueffect Difference Q & A 3/17/2014Trueffect 2
- 3. Trueffect Inc. Confidential. 2013© All Rights Reserved 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 3/17/2014Trueffect 3
- 4. Trueffect Inc. Confidential. 2013© All Rights Reserved 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 3/17/2014Trueffect 4 • 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
- 5. Trueffect Inc. Confidential. 2013© All Rights Reserved The First-Party Basis and Data Advantage 53/17/2014 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
- 6. Trueffect Inc. Confidential. 2013© All Rights Reserved Framework Extended 3/17/2014Trueffect 6 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
- 7. Trueffect Inc. Confidential. 2013© All Rights Reserved Marketplace: Ad Measurement is a Mess 3/17/2014Trueffect 7 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..
- 8. Trueffect Inc. Confidential. 2013© All Rights Reserved How We Help Verticals 3/17/2014Trueffect 8 Marketers with CRM Data Retailers Web/ Subscription Services Travel Industry Financial Services MSO/Cable/Telecom Trueffect helps 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
- 9. Trueffect Inc. Confidential. 2013© All Rights Reserved How We Help Verticals (cont.) 3/17/2014Trueffect 9 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
- 10. Trueffect Inc. Confidential. 2013© All Rights Reserved Trueffect: Optimizing Display Campaigns 3/17/2014Trueffect 10 First-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
- 11. Trueffect Inc. Confidential. 2013© All Rights Reserved 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 Geo Device & Browser Inventory Source Referral URL 11 3/17/2014Trueffect Trueffect Inc. Confidential. 2013© All Rights Reserved
- 12. Trueffect Inc. Confidential. 2013© All Rights Reserved Patent Portfolio & Strategy Two 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. 3/17/2014Trueffect 12
- 13. Trueffect Inc. Confidential. 2013© All Rights Reserved Trueffect Overview High 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: 3/17/2014Trueffect 13 # 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
- 14. Trueffect Inc. Confidential. 2013© All Rights Reserved Q & A 3/17/2014Trueffect 14 Thank You! Finn Faldi ffaldi@trueffect.com 415.609.5858