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SAN JOSE, CA -- (Marketwire) -- 09/11/12 -- AdTruth, the digital media division of global device recognition technology leader 41st Parameter, today announced the release of DeviceInsight 4.0, the latest version of the company's audience recognition technology. DeviceInsight 4.0 introduces enhanced performance through Device Specific Optimization™ (DSO), a new capability which improves both the accuracy and longevity of audience recognition across any Internet connected device: from personal computers, tablets, smart phones and beyond.

"AdTruth DeviceInsight 4.0 is a critical step forward for the digital media industry when it comes to device recognition," said James Lamberti, vice president and general manager of AdTruth. "So many of our global clients are seeing a highly fragmented mix of traffic across a variety of device types. This makes it critical that we understand the nuances of each and can provide an appropriately tuned device identification approach for every circumstance. Based on feedback from brand, agency, and network customers, DeviceInsight 4.0 delivers increased longevity, improved accuracy and enhanced privacy-compliance."

Device Specific Optimization recognizes the user's device type and selects the most effective "recipe" to best identify a device in real time. In addition to device type, DeviceInsight 4.0 also allows marketers to adjust their optimization based on specific use cases. For example, a retargeter aiming to reach a customer over a long period of time can optimize for longevity over accuracy, whereas a marketer tracking app downloads requires a higher level of recognition accuracy within a shorter time window.

"AdTruth's device recognition technology is increasingly important to our plans to solve the mobile tracking problem seamlessly across all devices," shared Carl Uminski, chief operating officer for Somo, the largest independent global mobile marketing agency. "With the plethora of devices out there, it is critical to be able to recognize them and provide the most accurate and privacy-friendly tracking possible with no operational impact on us, our clients, or consumers."

To learn more about AdTruth, please visit www.adtruth.com.

About AdTruth, a division of 41st Parameter
In a world where people are increasingly reliant on a variety of Internet-connected devices for everything from banking to shopping to entertainment and media, creating relevant customer experiences is a constant and complex business challenge. 41st Parameter, the global leader in device recognition and intelligence, combines its patented technologies and years of expertise to identify devices without cookies, without compromising privacy and without impacting performance. AdTruth, the company's digital media division, gives marketers a new and better way to recognize and reach their most valuable audiences across all types of devices. These privacy compliant solutions help keep the Internet more secure and relevant for everyone. To learn more about digital media solutions from AdTruth visit www.AdTruth.com.