AdTruth is a software product and the digital media division of 41st Parameter,[1] a company headquartered in Scottsdale, Arizona, with regional offices in San Jose, California; London, England; and Munich, Germany.[2] AdTruth allows marketers to recognize and reach target audiences across online devices.[3]
AdTruth software identifies users for targeting, tracking, performance tracking across digital media, including mobile and desktop, by analysing patterns in large numbers of advertisements served over the internet, rather than through the use of cookies.[4][5]
History
editAdTruth was founded in 2011 by Ori Eisen of 41st Parameter, to repurpose the company's fraud detection and prevention technology, for use within the advertising industry to accurately target intended audiences, particularly in mobile.[6] Eisen was joined by James Lamberti in the role of vice president and general manager.[7] In 2012 41st Parameter raised $13 million in Series D financing from Norwest Venture Partners, Kleiner Perkins Caufield & Byers, Jafco Ventures and Georgian Partners,[8] bringing total funding to about $35 million.[9][10]
In May 2012, AdTruth hosted a meeting of digital media executives to discuss Apple’s UDID deprecation,[11] with the intent of developing a device-neutral replacement standard.[12]
AdTruth joined the World Wide Web Consortium's Tracking Protection Working Group, which provides guidance for implementing and adhering to Do Not Track policies.[13] AdTruth also worked with privacy firm Truste to create a privacy compliant Do Not Track-style mechanism for mobile.[14]
In 2013, the company Experian purchased 41st Parameter, acquiring AdTruth as part of the deal.[15]
Product
editAdTruth software helps marketers track, target and retarget consumers using more than 100 parameters, including milliseconds in differences in the internal clock setting, to recognize a particular device anonymously.[16] AdTruth's technology uses non-UDID information to identify a wide range of devices for cookieless ad targeting.[14] Its technology currently has about a 90 percent accuracy rate on iOS, higher on Android and desktop.[17] AdTruth also has mobile web to app bridging capabilities as well as DeviceInsight technology, enabling marketers to identify users across mobile web and app content.[18]
41st Parameter's patented AdTruth technology is being used by MdotM, in response to the deprecation of the UDID that included tracking and targeting capabilities.[19]
Competitors
editAdTruth's main competitor is BlueCava, which deploys a similar device-fingerprinting technology.[6]
References
edit- ^ LaRue, Brian. "AdTruth Gains W3C Thumbs-Up For Privacy Protection". Adotas. Retrieved 31 Jan 2012.
- ^ "41st Parameter adds executives Dayan and Lamberti". Silicon Valley Business Journal. Retrieved 12 Feb 2012.
- ^ "MRC, Las Vegas 2012 - Ori Eisen, 41st Parameter: "We can dramatically decrease the threat of card-not-present fraud"". The Paypers. Retrieved 1 June 2012.
- ^ "AdTruth - A Pro-Privacy Tracking Initiative of 41st Parameter - Joins the IAB as an Associate Member". The Business Journals. Retrieved 3 Oct 2011.
- ^ "Winners emerge in mobile retargeting"'. John McDermott, December 6, 2013
- ^ a b Ebbert, John. "41st Parameter Solving Cookie Concerns With AdTruth Says Founder Eisen". AdExchanger. Retrieved 4 Oct 2011.
- ^ "AdTruth Adds Lamberti From InMobi, Dayan From Criteo". AdMonsters. Archived from the original on 31 August 2014. Retrieved 15 Feb 2012.
- ^ Rao, Leena. "Online Fraud Detection Startup 41st Parameter Raises $13M From Kleiner Perkins And Others". TechCrunch. Retrieved 12 April 2012.
- ^ Denne, Scott. "41st Parameter Spies $13M As It Enters The Ad Business". DowJones. Retrieved 11 April 2012.
- ^ Stewart, Jackie. "41st Parameter Secures New Funding". American Banker. Retrieved 12 April 2012.
- ^ LaRue, Brian. "AdTruth Assembles Industry Leaders In Gambit For A "Mobile Universal Identifier"". Adotas. Retrieved 22 May 2012.
- ^ Jordan, Jon. "AdTruth led group finds consensus over UDID and MAC address replacement". PocketGamer.biz. Retrieved 22 May 2012.
- ^ Kuchinskas, Susan. "Tracking Firm AdTruth to Work With W3C on Privacy". ClickZ. Retrieved 2 Feb 2012.
- ^ a b Heussner, Ki Mae. "Apple Stirs Up Mobile Privacy Debate". Adweek. Retrieved 28 March 2012.
- ^ "41st Parameter for $324M, Gets AdTruth In The Bargain". Ad exchanger. 1 October 2013. Retrieved 13 December 2013.
- ^ Kuchinskas, Susan. "AdTruth Wants to Be Standard for Mobile Tracking". ClickZ. Retrieved 22 May 2012.
- ^ Jordan, Jon. "James Lamberti on replacing UDIDs with AdTruth's probabilistic universal ID technology". PocketGamer.biz. Retrieved 24 May 2012.
- ^ Spencer, Alex. "AdTruth Bridges Mobile Web and App Ads". Mobile Marketing Magazine. Archived from the original on 31 August 2014. Retrieved 24 February 2012.
- ^ Jordan, Jon. "MdotM signs up to use AdTruth's web and app ID tracking technology". PocketGamer. Retrieved 20 July 2012.