Trueffect Expands Leadership Team with Key Executive Appointments

Westminster, CO – Trueffect , the leading First-Party Targeting and Media Measurement Platform for large performance advertisers,  today announced key executive appointments to further strengthen its world-class management team. Darryl LaRue will serve as senior vice president of operations, Ashley Grace as senior vice president of sales and Kevin Barhydt as the vice president of business development.

“This is a period of rapid of growth for Trueffect and this solid team of industry veterans is further extending our focus and bringing a level of business acumen and proven success to key areas of our business,” said Finn Faldi, president and CEO of Trueffect.

Darryl LaRue, senior vice president of operations

A proven operations executive with deep market knowledge and nearly two decades of industry experience, as the Senior Vice President of Operations, Darryl LaRue will focus largely on operational excellence and supporting Trueffect’s clients and partners worldwide to ensure the delivery of innovative First-Party technology solutions and services to meet both current business requirements as well as support future client growth. Prior to joining Trueffect, LaRue was responsible for leading the overall strategy, sales and execution at some of the world’s most premier companies including: GE, NBC, Warner Bros., DHX and most recently, held the post of Chief Operating Officer at Tapingo. LaRue holds a Bachelor of Science, Mechanical Engineering from Stanford University and an MBA from Harvard Business School.

Ashley Grace, senior vice president of sales

An experienced and in demand sales leader in the advertising technology space, as the Senior Vice President of Sales, Ashley Grace’s primary charter is  increased market execution for Trueffect’s patented First-Party solutions, optimizing sales and increasing key performance indicators with a strong focus on customer satisfaction, retention and success.   Grace joins Trueffect from Datalogix where he was one of the top sales performers and was responsible for the companies most strategic and high-profile accounts.  He has spent his career helping global Consumer Packaged Goods, Auto, Retail, Financial, Entertainment and Pharmaceutical brands maximize the return on investment (ROI) of TV & Digital integrated marketing efforts.  Recognition of these efforts has come in the form of four David F. Ogilvy award-winning campaigns and a very loyal client following.  Grace has also held tenure with leading organizations including: comScore, Inc., ARSgroup and Knowledge Networks. Grace holds a Bachelor of Science from Indiana University Bloomington.

Kevin Barhydt, vice president of business development

Kevin Barhydt joins Trueffect with a strong track record for optimizing business development and corporate growth initiatives. In his new role, he’ll be leading the company in identifying new revenue, partnership and strategic growth opportunities for Trueffect.  Prior to joining the company, Barhydt was the senior vice president & head of acquisitions and analysis at RPX Corporation where he led the patent acquisitions team while the company grew from a startup to a successful public company. He also held key management positions at Intellectual Ventures and McKinsey & Co. Barhydt holds a Bachelor of Arts from the University of Puget Sound and an MBA from Harvard Business School.

“Darryl, Ashley and Kevin are the best in their fields and have a unique ability in bridging business and technology that will help us to better serve our clients, help them grow and further accelerate our position as the #1 First Party Targeting and Media Measurement company,” said Faldi.

Trueffect was recently named #574 on the Inc. 500|5000 list and one of the Fastest Growing Companies in the US. The company was also named a Colorado Company to Watch for 2013.

About Trueffect (
Trueffect uses a First-Party customer data approach that enables advertisers to improve targeting the right ad to the right person, more accurately measure advertising effectiveness and improve performance while managing costs all to increase return on ad spend for their customers. Trueffect achieves this return on ad spend performance by providing a software as a service advertising technology suite that is individually configured to the requirements of advertisers and agencies to deliver, measure, manage and target their internet media activities. For more information, join us on Twitter @trueffect_tweetFacebook Trueffect or