SteelHouse Turns to AdTruth for High Performance, Pro-Privacy Cookie Augmentation

SCOTTSDALE, Ariz., Nov. 8, 2011 /PRNewswire/ -- AdTruth™, a pro-privacy device recognition initiative within 41st Parameter, today announced that behavioral commerce leader SteelHouse has selected AdTruth to counteract the declining performance of cookie-based tracking. SteelHouse will use AdTruth to enhance customer retention, strengthen its retargeting efforts and improve the performance of its onsite offers. The AdTruth technology – currently in pilot – will be fully deployed in Q1 2012.

SteelHouse selected AdTruth after a lengthy and competitive evaluation process. AdTruth was chosen based on three critical factors: first, that it is an on-premise deployment, which dramatically reduces latency compared with hosted offerings; second, that it is tagless and fully compliant with all current privacy regulations around the world – including honoring the "do not track" flag in the HTTP header; and finally, that it is based on 41st Parameter's proven and patented device intelligence, long used by banks and leading online retailers to combat fraud.

"We recognized more than a year ago that the performance of cookies was seriously crumbling," said Mark Douglas, chief executive officer of SteelHouse. "We set out to find something to supplement them. We took our time, did our homework, kicked some tires and thankfully found AdTruth. It provides the performance we demand, the privacy protection our customers demand and has been tested in some of the most demanding online environments. AdTruth is the real deal and has demonstrated that even during our initial pilot."

AdTruth's device fingerprinting technology maintains user anonymity while enabling marketers like SteelHouse to collect the targeting information it needs to be successful. The AdTruth approach has been reviewed and vetted by privacy experts in both Europe and the United States and has been deemed fully compliant with all current privacy standards and regulations. AdTruth also provides the latency-free performance required to ensure a quality end-user experience.

"Companies like SteelHouse, which depend on being able to target and retarget customers, are finding that existing approaches just aren't getting the job done," said Geoff Gieron, business development strategist at AdTruth. "We offer them a pro-privacy approach to reaching their customers that is proven to work – and to work at the speed of advertising."

Companies interested in exploring the benefits of the technology should contact AdTruth at [email protected].

About SteelHouse

SteelHouse™ (www.SteelHouse.com) is pioneering the emerging field of Behavioral Commerce, enabling online retailers to deliver offers to their shoppers based on their distinct shopping personalities and buying behaviors – immediately – anywhere on the web through any device. SteelHouse's newest innovation – Real Time Offers – enables eCommerce sites to direct shopper behavior on their own site. With SteelHouse marketers can, for the first time, truly understand who their shoppers are by their shopping personalities and buying behaviors and – just as important – act on that intelligence right away with offers that will increase their conversions, sales and revenue.

About AdTruth

Born of the inherent conflict of tracking online behavior and privacy, AdTruth meets the needs of the advertising industry while respecting the wishes of consumers. AdTruth augments cookie-based recognition technologies by recognizing a device without collecting any personally identifiable information. AdTruth works on all browser-enabled devices—PCs, laptops, smartphones and tablets—to increase audience recognition for targeting and retargeting. For more information about AdTruth visit www.adtruth.com.

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CONTACT: Greg Peverill-Conti, 781-966-4100, [email protected]

SOURCE AdTruth