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AdTruth Publishes "Solving the Audience Recognition Crisis: Achieving the Best of Both Worlds in Performance and Privacy" White Paper

Addresses the Need for Improved Online and Mobile Tracking and Targeting for Marketing in the Face of Increased Regulatory Scrutiny and a Fragmenting Device Landscape (May 01, 2012)

SAN JOSE, CA -- (Marketwire) -- 05/01/12 -- AdTruth, the digital media division of global device recognition technology leader 41st Parameter, today announced the availability of its white paper "Solving the Audience Recognition Crisis: Achieving the Best of Both Worlds in Performance and Privacy." The paper examines the failure of traditional audience recognition technologies and describes the emergence of new alternatives able to meet the performance demands of digital marketers in the face of growing privacy constraints and the exponential growth of advertising on an expanding array of Internet-connected devices.

"Digital media, and mobile in particular, is in a serious state of flux with regards to audience recognition," said James Lamberti, the general manager of 41st Parameter's AdTruth division. "None of the options out there -- traditional cookies, IP-targeting or device fingerprinting -- are able to meet the full needs of the marketers, the public and regulators in the fragmenting device environment. We wanted to step back and offer a sober assessment of the state of the market. We also wanted to provide a clear description our DeviceInsight™ technology, which is a viable alternative that covers all use cases in online and mobile marketing."

AdTruth is committed to providing marketers with break-through tracking and targeting performance, which is especially critical in the world of mobile devices. These are plagued not only by the overall lack of tracking options but also by the inability to recognize the same user whether they are browsing the mobile Web or using an app. This failure results in wasted impressions, inefficient targeting and squandered resources.

AdTruth has also long highlighted its commitment to preserving consumer privacy. From Mozilla's recognition of the company's support for Do Not Track; it's active participation in the W3C's Tracking Protection Working Group; and the fact that it is the first and only recognition technology to receives TRUSTe's TRUSTed Data Collection certification, AdTruth has staked a pro-privacy claim in the market.


"It's time the industry faced the audience recognition challenge head on," said Lamberti, "and we hope this paper will help clarify the performance, pitfalls and promise of the audience recognition alternatives."

Get the white paper at http://www.adtruth.com/download/AdTruthAudienceRecognition.pdf.

About AdTruth, a division of 41st Parameter
In a world where people are increasingly reliant on a variety of internet-connected devices for everything from banking to shopping to entertainment and media, creating relevant customer experiences and preventing online fraud are constant and complex business challenges. 41st Parameter, the global leader in device recognition and intelligence, combines its patented technologies and years of expertise to identify devices without cookies, without compromising privacy and without impacting performance. AdTruth, the company's digital media division, gives marketers a new and better way to recognize and reach their most valuable audiences across all types of devices. The company's FraudNet platform protects businesses from fraud before it happens. These privacy compliant solutions help keep the Internet more secure and relevant for everyone. To learn more about digital media solutions from AdTruth visit www.AdTruth.com. To learn more about 41st Parameter visit www.the41st.com.


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