Trueffect tackles digital ad measurement accuracy

Michelle Clancy | 14-11-2013

Trueffect has launched the Trupath audience-based measurement platform, which provides a consolidated customer view of digital advertiser performance data. The idea is to enable advertisers to more effectively measure how publishers (and all types of digital media) are performing, to reallocate budgets and media spend.

The industry, Trueffect noted, is challenged by traditional performance metrics as a result of standard use-cases which affect measurement and attribution. Those include the use of multiple browsers and devices to access the Internet; users accessing brands via both websites as well as apps; select major Web browsers as well as iPhones and iPads not accepting third-party cookies; and security programmes deleting third-party cookies on average every seven days.

To help combat that, the Trupath solution is built on Trueffect's first-party display advertising platform, and uses cookies and proprietary algorithms for attribution. Trupath can then provide visibility into metrics from an audience perspective to develop a more accurate and actionable view into critical media measurement, including reach, frequency, site overlap and attributable sales.

"The inaccuracy of current measurement models is an alarming industry trend and more specifically, extremely problematic for digital marketers," said Thatcher Clay, vice president of data research for Trueffect. "In a market where the growth of the industry is evaluated on effective measurement of both campaign and performance, the introduction of Trupath provides advertisers and agencies improved confidence in where to most effectively invest their media dollars."