TruEffect Ties With Yesmail For Better Ad Targeting

Denver-based TruEffect, the developer of ad targeting and measurement software, has linked with email marketing provider Yesmail Interactive, the two said today. According to the companies, the partnership will let marketers optimize the performance and reach of their display ads, by using data from their email marketing program. The partnership taps into the data gathered by Yesmail's email campaigns--views, clicks, engagement with ads--to specifically target display ads to those prospects who have engaged with those campaigns. Financial details of the partnership were not announced.