February 21, 2013 15:07 ET

AdTruth Emerges as Global Leader for Audience Recognition Technology With More Than 100 Billion Impressions Monthly Now Recognizing 500 Million Devices Anonymously

Major Partnerships in 12 Countries and Across the Digital Advertising Ecosystem Led to Rapid Expansion in 2012; Exponential Growth in Impression Coverage, Clients, and Revenue Expected in 2013

SAN JOSE, CA--(Marketwire - Feb 21, 2013) - AdTruth, the global leader in recognizing users online, has emerged in 2012 as the leader in universal audience recognition enabling effective mobile marketing. Over the past year, AdTruth (and its parent company 41st Parameter) have announced significant additional funding; new strategic partnerships with major industry players such as OpenX, BlueKai and InMobi; expanded its global footprint with office expansion in Silicon Valley, Tokyo and Europe; and more than tripled headcount. AdTruth now supports more than 100 billion impressions monthly with anonymous recognition of more than 500 million consumer devices around the globe.

The mobile channel continues to grow rapidly, but marketers need tools and technologies to engage their mobile audiences in a new era of display advertising facing both technology and privacy challenges. That engagement requires knowing, listening to and respecting audience members in an anonymous manner, and current cookie- or application-based technologies aren't up to the task. The industry's recognition of the need for a universal, consumer-friendly approach to audience recognition that works on all devices and in all use cases drove rapid growth for AdTruth in 2012, with exponential growth forecast in 2013.

"The past year has been pivotal for the entire digital advertising and media industry," said James Lamberti, general manager of AdTruth. "We're no longer grasping to solve the problem of anonymous identification in mobile or desktop, but actively addressing it and removing the most significant barrier to growth for the digital advertising ecosystem." Based on strategic partnerships, feedback from dozens of clients and industry workgroups in 5 cities with participation of over 150 companies, AdTruth has successfully created a technology that works everywhere, all the time, quickly, universally, and respects consumers inherently.

AdTruth's strategic partnerships with key players in the industry validate the need for an audience recognition solution that works across devices and platforms and meets the needs of digital advertisers and publishers on a global scale. AdTruth also recently established a strategic partnership with OpenX, delivering more effective mobile ad inventory sold through the OpenX Market. Other partnerships include InMobi, StrikeAd, Somo, and BlueKai to name just a few.

Over the past 12 months, AdTruth has held workgroups with hundreds of industry experts and executives from around the world across the digital marketing ecosystem. The most recent workgroup was held in Tokyo, where 70 executives from 20 companies met to discuss mobile marketing topics, concerns and potential solutions. The next workgroup is scheduled for Barcelona during Mobile World Congress (MWC) where more than 45 people from 35 key global digital media companies have already registered to attend.

This momentum and continued research and investments position AdTruth for even greater growth and impact in 2013.

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. These privacy compliant solutions help keep the Internet more secure and relevant for everyone. To learn more about digital media solutions from AdTruth visit