Presentation given at VCIR event in Beaver Creek Colorado on 3/6/13 by CEO of Trueffect Finn Faldi

1. Introducing TruEffect
The New Digital Advertising Paradigm
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2. Introduction
TruEffect is a digital advertising company with patented First-Party technology
that enables advertisers to deploy their customer relationship data web-wide.
First-Party refers to an advertiser’s Third-party refers to aggregated,
own customer data and the ability
to serve ads using that data in Vs. shared data and using that data to
serve ads in third-party cookies.
First-Party cookies.
Why that matters
Third-party cookies are eliminated by security software every 7 days,
which means customer identities cannot be maintained, ads cannot be
personalized, and results measurement is highly inaccurate.
TruEffect confidential ©2012 TruEffect Inc. All rights reserved.

3. We resolve third-party issues …
Third-Party First-Party
Targeting Cookie Life 30 Minutes to 7 Days Indefinite
Differentiates Customers & Prospects No Yes
Deploys Cross-Channel CRM Data No Yes
Measurement Data Inflated up to 12x Accurate
Enables Mobile Measurement No Yes
©2012 TruEffect Inc. All rights reserved.

4. … which dramatically improves performance
Third-Party First-Party
Revenue Event Reporting Under-reported by 35% Accurate
Conversion Rate Static 7x Growth
Media Cost Improvement No improvement 53% efficiency
improvement
Return On Ad Spend Static 6x Growth
©2012 TruEffect Inc. All rights reserved.

5. How we do it
TruEffect’s First-Party Patent moves the Ad server inside the firewall
3rd Party Ad Server 1st Party Ad Server
Advertiser Data Asset FIREWALL Advertiser Customer
shared with other Data Asset protected
Advertisers and controlled
3rd Party Ad Server TruEffect 1st Party
Advertiser Ad Server
3rd Party Database
Ad Server Powers
Database Website
Advertiser Customer Data
leakage to 3rd Party
TruEffect confidential ©2012 TruEffect Inc. All rights reserved.

6. Result: Differentiated ads based on First-Party
customer data
Messages are displayed according to the user’s relationship with the brand.
– Non-subscribers = Acquisition Offer
– Subscribers = Bundled Package Up-sell Offer
Example
Non-subscribers Subscribers
©2012 TruEffect Inc. All rights reserved.

7. How we generate revenue
Ad Serving Client Media Services Client
• CPM Volume-Based Pricing • Professional Media Services
• Professional Services leveraging the Platform
from the Platform Menu • Platform License Fee
• Platform License Fee
TruEffect First-Party Power Platform
Ad Serving Measurement Attribution
Premium Data Data Mobilization
7 ©2012 TruEffect Inc. All rights reserved.

8. Examples of our growing partner portfolio
©2012 TruEffect Inc. All rights reserved.

9. Our Opportunity | in billions
By 2016, advertisers will spend more in interactive than they do on
television today. – Forrester Research
Total US market $35.83
$31.01
$20.42
$20.33 $17.68
$15.63
$11.59
$8.91
$13.33 $15.42
Direct $8.76
$6.72
Brand
2012 2013 2014 2016
Source: Forrester 2011 / Zenith Media
9 ©2012 TruEffect Inc. All rights reserved.

10. Key Management
Finn Faldi, Chief Executive Officer
Finn has deep experience working with leading telcos, ecommerce providers, and publishers around the
Globe. While Chief Operating Officer at Datalogix and Vice President Global Broadband, Mobile, Strategic
and Search Affiliate Partnerships & Operations at Yahoo, he has built and led business units to bring
together business management, partnership management, operations, and analytics.
Tim Mayer, Chief Marketing Officer
Tim directs TruEffect marketing with an extensive background as a product manager, product marketer,
direct marketer, and general manager. He has served as Chief Strategy Officer with Trada, Vice President of
Marketing at ShopAtHome.com, and held executive positions at Inktomi, Overture, Thomson Corporation,
and executive roles during his seven years at Yahoo!
Martin Smith, General Manager Platform
Through 29 years of technology experience, Martin has spearheaded innovations that have shifted the way
marketers use technology. He led the development of card/barcode based retail loyalty programs for U.K. retailers,
global integrated CRM systems for Procter & Gamble, and developed direct marketing and CRM/Analytics
competencies for Apple Online Store.
Rohan Kumar, General Manager Media
Rohan brings an extensive background in online direct response, acquisition, and conversion marketing,
having driven millions of transactions online for some of the internet’s leading online marketers. His deep
digital experience includes his role as Chief Marketing Officer for AdShuffle where he played a direct role in the
creation and refinement of core technology along with client utilization strategies.
TruEffect confidential ©2012 TruEffect Inc. All rights reserved.

11. Thank you
©2012 TruEffect Inc. All rights reserved.