SACRAMENTO, Calif. — Tru Measure, the media measurement and analytics firm owned by The McClatchy Company (NYSE: MNI), announced today it has entered an agreement with Simpli.fi, an advertising technology company that simplifies digital advertising through the use of unstructured data, to integrate Simpli.fi’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 Simpli.fi’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 Simpli.fi 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 Simpli.fi 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 Simpli.fi’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.”

About McClatchy

The McClatchy Company is a leading news and information provider, offering a wide array of print and digital products in each of the markets it serves. McClatchy’s operations include 30 daily newspapers, community newspapers, websites, mobile news and advertising, niche publications, direct marketing and direct mail services. The company’s largest newspapers include the (Fort Worth) Star-Telegram, The Sacramento Bee, The Kansas City Star, the Miami Herald, The Charlotte Observer and The (Raleigh) News & Observer. McClatchy is listed on the New York Stock Exchange under the symbol MNI.

About Tru Measure

Tru Measure, a subsidiary of The McClatchy Company, is a complete advertising return on investment (ROI) solution that provides expertise and guidance on go-to-market advertising programs including print, online, mobile and social. A technology and customer service-driven company, Tru Measure is grounded in and committed to the advertising ROI needs of small and midsized businesses (SMBs) by demonstrating media spend value through a market-tested technology platform.

Tru Measure was founded in 2009 and is headquartered in Denver with additional offices in Sacramento, Calif.; Seattle; and Raleigh-Durham, N.C.

About Simpli.fi

Simpli.fi is an advertising technology company that simplifies digital advertising through the use of unstructured data. Our programmatic marketing platform enables marketers to use unstructured data to extract unlimited value from real-time bidding (RTB) advertising exchanges. With Simpli.fi, advertisers can target, bid, optimize and report at the data element level. For more information, about the company or reseller opportunities call (855) 803-6909 or visit www.simpli.fi.

Contacts:Charity Huff
Founder and General Manager
Tru Measure
303-886-6816
chuff@trumeasure.com

Sherry Smith
MWW
On behalf of Simpli.fi
917-593-2716
ssmith@mww.com