SAN JOSE, CA--(Marketwired - Feb 20, 2014) - AdTruth, the global leader in securing digital relationships, today announced a new version of its DeviceInsight™ technology that further redefines how marketers recognize digital consumers online, in apps and on the mobile Web. AdTruth provides the capabilities needed to make better media decisions at scale with unrivaled accuracy through universal device recognition technology.

With more than a decade of rigorous research and development -- further strengthened by its recent acquisition by Experian -- AdTruth's revolutionary device recognition technology is fast becoming the standard for digital identification as a result of its combination of accuracy, extended reach and broad universality.

A key focus over the past year has been enhancing DeviceInsight Mobile Bridge™. This feature, which is unique to AdTruth and has seen recent introduction into the mobile RTB environment, allows marketers and ad tech companies to effectively attribute consumer engagement across apps and the mobile Web to a single device, thus improving campaign performance. Leveraging the enhanced DeviceInsight Mobile Bridge released today, AdTruth partners can now confidently make this attribution 25% more often than was previously possible.

"The latest release of AdTruth takes us much closer to a friction-free identification solution that works across the entire digital advertising ecosystem," said James Lamberti, GM and VP of AdTruth. "With new devices shipping daily and old ones evolving continuously, we are relentlessly focused on the research & development required to solve the audience recognition crisis in support of so many important companies in the industry."

AdTruth's universal device recognition technology enables marketers to make smarter digital media decisions by:

  • Accuracy: AdTruth provides the most accurate device identification including a unique ability to recognize consumers across mobile Web and app and enables clients to better evaluate every impression for enhanced media buying.

  • Extended reach: AdTruth enables marketers to effectively reach broader audiences across desktop, mobile Web and in apps. Somo the largest independent global mobile solutions company, increased campaign reach by 40%. The universal capability of AdTruth's technology enabled Somo to measure and track untapped mobile inventory across app (80% of mobile) and mobile web (20% of mobile).

  • Universality: AdTruth's DeviceInsight ID enables organizations across the digital advertising ecosystem recognize the same device for the purpose of smarter advertising In 2013, fifty of the largest ad exchanges, demand side platforms, ad networks and agency's adopted AdTruth's universal device recognition technology, taking the overall client roster to over 70 clients globally including global players such as Pubmatic, Struq, and InMobi.

Here's what digital advertising industry leaders are saying about AdTruth:

"Having a shared identifier that works across PubMatic's mobile inventory -- especially in the RTB environment -- is highly valuable to both sellers and buyers," said Bob Walczak, GM of Mobile & Video at PubMatic. "AdTruth's DeviceInsight Bridge™ feature provides PubMatic mobile impressions with a standard ID, facilitating frictionless trading among our customers."

"AdTruth's DeviceInsight technology is an integral part of Struq's mobile and desktop trafficking stack," said Aaron McKee CTO at Struq. "AdTruth enables us to extend our reach to where cookies aren't viable and deliver greater incremental sales to our clients."

About AdTruth, a division of 41st Parameter, a part of Experian
In a world where people increasingly depend on digital devices for everything from banking to shopping to entertainment and media, creating strong customer relationships is a constant and complex business challenge. 41st Parameter, the global leader in device recognition, combines 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 every devices. These privacy compliant solutions help keep the Internet more secure and relevant for everyone.