TruEffect was formed by a group of Internet advertising industry experts with extensive experience to develop much of the technology currently in use, to serve, measure and track advertising across the Web. By purchasing TruAdvertiser.xlsâ„¢ from TruEffect you can manage your entire advertising serving experience within Microsoft Excel, so you can take control of your online advertising from beginning to end. DirectServeâ„¢ technology is another tool offered by TruEffect , advertisers may take control of their online campaign data and create a direct relationship with the consumer using this technology. Additionally, TruEffect offers: SafeServe technology; the only solution proven to deliver the benefits of third party ad serving with no cookies. TruEffect offers web-wide trafficking, campaign management and consolidated reporting without the reading, writing or recording of cookie data whatsoever.