McClatchy’s Tru Measure Partners With to Offer Expanded Digital Advertising Opportunities, Powerful Analytics

By: Press Release | McClatchy Company

SACRAMENTO, Calif., Feb. 25, 2014 – Tru Measure, the media measurement and analytics firm owned by The McClatchy Company (NYSE: MNI), announced today it has entered an agreement with, an advertising technology company that simplifies digital advertising through the use of unstructured data, to integrate’s programmatic marketing and performance-reporting tools into the Tru Measure platform.

Tru Measure’s reseller partners, which include media companies, publishers and digital advertising agencies, will now have the ability to offer their customers’s flagship product, the In.finityTM Programmatic Marketing Platform. The platform taps into “unstructured data” online – such as keywords searched, web pages visited, CRM data, contextual keywords, social media posts, video, audio files and e-mail – and enables the purchase of highly-targeted impressions on multiple real-time bidding advertising exchanges for better performance and return on investment.

The combined reporting data from Tru Measure and now shows how ad campaigns are reaching the right consumer with the right message and at the optimum time to engage that consumer.

“The integration of Tru Measure and provides our advertisers with a more efficient means of reaching their target market,” said Christian A. Hendricks, McClatchy vice president, interactive media. “This allows our sales teams to focus our marketing consultation on designing marketing messages that will best engage those consumers.”

“Tru Measure’s advertiser-facing reporting suite clearly demonstrates how marketing budgets under our partners’ management are being put to good use,” said Charity Huff, Tru Measure founder and general manager. “Incorporating’s targeting and audience data with our consumer engagement data tells the whole value story, allowing the sales consultant to show the return on investment for the local business.”

Frank George
OK. Please explain how this system works in layman’s terms and tell he how it can help newspapers.
What does this mean?

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