<s>
AdTruth	B-Application
is	O
a	O
software	O
product	O
and	O
the	O
digital	O
media	O
division	O
of	O
41st	O
Parameter	O
,	O
a	O
company	O
headquartered	O
in	O
Scottsdale	O
,	O
Arizona	O
with	O
regional	O
offices	O
in	O
San	O
Jose	O
,	O
California	O
;	O
London	O
,	O
England	O
;	O
and	O
Munich	O
,	O
Germany	O
.	O
</s>
<s>
AdTruth	B-Application
allows	O
marketers	O
to	O
recognize	O
and	O
reach	O
target	O
audiences	O
across	O
online	O
devices	O
.	O
</s>
<s>
AdTruth	B-Application
software	O
identifies	O
users	O
for	O
targeting	O
,	O
tracking	O
,	O
performance	O
tracking	O
across	O
digital	O
media	O
,	O
including	O
mobile	O
and	O
desktop	B-Device
,	O
by	O
analysing	O
patterns	O
in	O
large	O
numbers	O
of	O
advertisements	O
served	O
over	O
the	O
internet	O
,	O
rather	O
than	O
through	O
the	O
use	O
of	O
cookies	B-Application
.	O
</s>
<s>
AdTruth	B-Application
was	O
founded	O
in	O
2011	O
by	O
Ori	O
Eisen	O
of	O
41st	O
Parameter	O
,	O
to	O
repurpose	O
the	O
company	O
's	O
fraud	O
detection	O
and	O
prevention	O
technology	O
,	O
for	O
use	O
within	O
the	O
advertising	O
industry	O
to	O
accurately	O
target	O
intended	O
audiences	O
,	O
particularly	O
in	O
mobile	O
.	O
</s>
<s>
In	O
May	O
2012	O
,	O
AdTruth	B-Application
hosted	O
a	O
meeting	O
of	O
digital	O
media	O
executives	O
to	O
discuss	O
Apple	O
’s	O
UDID	O
deprecation	O
,	O
with	O
the	O
intent	O
of	O
developing	O
a	O
device-neutral	O
replacement	O
standard	O
.	O
</s>
<s>
AdTruth	B-Application
joined	O
the	O
World	O
Wide	O
Web	O
Consortium	O
's	O
Tracking	O
Protection	O
Working	O
Group	O
,	O
which	O
provides	O
guidance	O
for	O
implementing	O
and	O
adhering	O
to	O
Do	B-Protocol
Not	I-Protocol
Track	I-Protocol
policies	O
.	O
</s>
<s>
AdTruth	B-Application
also	O
worked	O
with	O
privacy	O
firm	O
Truste	O
to	O
create	O
a	O
privacy	O
compliant	O
Do	O
Not	O
Track-style	O
mechanism	O
for	O
mobile	O
.	O
</s>
<s>
In	O
2013	O
,	O
the	O
company	O
Experian	O
purchased	O
41st	O
Parameter	O
,	O
acquiring	O
AdTruth	B-Application
as	O
part	O
of	O
the	O
deal	O
.	O
</s>
<s>
AdTruth	B-Application
software	O
helps	O
marketers	O
track	O
,	O
target	O
and	O
retarget	O
consumers	O
using	O
more	O
than	O
100	O
parameters	O
,	O
including	O
milliseconds	O
in	O
differences	O
in	O
the	O
internal	O
clock	O
setting	O
,	O
to	O
recognize	O
a	O
particular	O
device	O
anonymously	O
.	O
</s>
<s>
AdTruth	B-Application
's	O
technology	O
uses	O
non-UDID	O
information	O
to	O
identify	O
a	O
wide	O
range	O
of	O
devices	O
for	O
cookieless	O
ad	O
targeting	O
.	O
</s>
<s>
Its	O
technology	O
currently	O
has	O
about	O
a	O
90	O
percent	O
accuracy	O
rate	O
on	O
iOS	B-Application
,	O
higher	O
on	O
Android	B-Application
and	O
desktop	B-Device
.	O
</s>
<s>
AdTruth	B-Application
also	O
has	O
mobile	B-Application
web	I-Application
to	O
app	B-Application
bridging	O
capabilities	O
as	O
well	O
as	O
DeviceInsight	O
technology	O
,	O
enabling	O
marketers	O
to	O
identify	O
users	O
across	O
mobile	B-Application
web	I-Application
and	O
app	B-Application
content	O
.	O
</s>
<s>
41st	O
Parameter	O
's	O
patented	O
AdTruth	B-Application
technology	O
is	O
being	O
used	O
by	O
MdotM	O
,	O
in	O
response	O
to	O
the	O
deprecation	O
of	O
the	O
UDID	O
that	O
included	O
tracking	O
and	O
targeting	O
capabilities	O
.	O
</s>
<s>
AdTruth	B-Application
's	O
main	O
competitor	O
is	O
BlueCava	O
,	O
which	O
deploys	O
a	O
similar	O
device-fingerprinting	B-Protocol
technology	O
.	O
</s>
