Truecaller Launches Ad Measurement Suite

Caller identification and spam blocking software giant Truecaller has teamed up with Kantar and other partners to launch an Advertising Effectiveness Measurement Suite, called ROI of Trust. The tool evaluates and quantifies ad impact in terms of attention, trust, and confidence in verified environments.

Headquartered in Stockholm, Sweden, Truecaller boasts more than 450 million active users, and around 56 billion unwanted calls identified and blocked in 2024. The new measurement suite comprises five integrated solutions:

• Trust & Confidence Indices, a proprietary framework quantifying three aspects of impact - Attention, Trust & Confidence to Act.
• Brand Lift Studies, offered in partnership with Kantar and VTION and measuring awareness, recall, favorability, and purchase intent
• Incremental Reach Analysis, tapping partnerships with VTION and privacy-safe data clean rooms
• Multivariate Testing, which is powered by RainMan Consulting and runs controlled tests to isolate the impact of different variables, and
• Marketing Mix Modeling (MMM), also powered by RainMan and using elasticity models and 'what-if' simulations to estimate Truecaller's incremental contribution to marketing ROI.

All the solutions run within privacy-safe environments, using independent validation and passive behavioral observation rather than declared user data. Hemant Arora, VP and Global Head of the firm's Ads Business, comments: 'With 310 million monthly active users in India and daily engagement exceeding 80%, Truecaller has grown into a platform where user attention is both meaningful and actionable. We're committed to helping advertisers tap into this attention more effectively by offering verified, privacy-safe tools to measure impact in a smarter and more collaborative way.'

Home page: www.truecaller.com .