21 May EVRYTHNG and Trueffect Partner To Offer First-Party Data Solution for Brands’ Smart Products
EVRYTHNG and Trueffect Partner To Offer First-Party Data Solution for Brands’ Smart Products
Internet of Things (IoT) cloud software pioneer and leading first-party targeting and measurement platform team up to help brands deliver more personalized experiences across digital and product media channels.
NEW YORK, NY and WESTMINSTER, CO, May 21, 2015—EVRYTHNG, the Internet of Things (IoT) Smart Products Platform that connects products to the Web for consumer brands, today announced a strategic partnership with Trueffect, the leading first-party ad-serving, targeting and measurement platform for major performance advertisers. The partnership provides brands with the capability to integrate data collected from consumer engagement on digital media, together with data generated from digital engagement with physical products, for more effective activation, personalization, messaging and engagement performance.
“The internet of things makes physical products the next frontier for direct, real-time engagement and service delivery between consumers and brands,” said Niall Murphy, CEO at EVRYTHNG. “Smart products are a powerful new owned media platform for brands, and one that should integrated and operated with other channels of engagement. This partnership between EVRYTHNG and Trueffect makes this first party data management and real-time integration possible, offering brands the strongest market solution to extract value from the connectivity between consumers, products and brands.”
“The influx of real-time data and direct digital engagement by consumers with physical products through the internet of things creates a massive opportunity for digital marketers to create more personalized consumer experiences,” said Finn Faldi, CEO at Trueffect. “We’re excited to lead the market with this partnership between Trueffect and EVRYTHNG to make it possible for brands to integrate their data across digital channels in real-time.”
Analysts estimate that by 2020, as many as 100 billion consumer objects will be connected to the internet, ranging from vending machines to mainstream household appliances and everyday consumer packaged goods. To date, marketers have focused on TV, desktop, and mobile channels to target and engage consumers. However, the internet of things opens up an entirely new frontier for marketers by enabling individual products to operate as their own media channels, and create new sources of first-party consumer information.
Through the partnership, brands using EVRYTHNG’s Smart Products Platform to operate digital services with their physical products can directly integrate with Trueffect’s first-party data targeting and measurement platform. As a result, marketers will have access to primary data from their consumers’ engagement across both their physical products and direct digital channels. This makes it possible for marketers to build even richer profiles of their consumers, integrate data from products engagement into future data-driven campaigns to target audiences more precisely, and deliver more contextualized, personal consumer experiences across broadcast, digital and product media channels.
# # #
EVRYTHNG is the Internet of Things Smart Products Platform connecting consumer products to the Web, and managing real-time data to drive applications. The world’s leading consumer product manufacturers work with EVRYTHNG to manage billions of intelligent online identities in the cloud for their products, deliver real-time interactive experiences and support services to consumers, and connect with the ecosystem of other applications and products in their digital lives. To find out more about how EVRYTHNG’s award-winning IoT cloud platform delivers better consumer-product experiences and smarter product operations, visit evrythng.com and follow @EVRYTHNG.
Trueffect uses a First-Party customer data approach that enables advertisers to improve targeting the right ad to the right person, more accurately measure advertising effectiveness and improve performance while managing costs all to increase return on ad spend for their customers. Trueffect achieves this return on ad spend performance by providing a software as a service advertising technology suite that is individually configured to the requirements of advertisers and agencies to deliver, measure, manage and target their internet media activities. For more information, join us on Twitter @trueffect_tweet, Facebook Trueffect or trueffect.com.
Nikki Reyes, WIT Strategy