Choose wisely: The 36X difference between contextual solutions

Verve's contextual targeting solution, Moments.AI, is a finalist for best contextual targeting in 2023's Digiday Awards Europe.

Discover the groundbreaking research showing how three different contextual solutions, including Verve’s Moments.AI, succeeded (or failed) at targeting new and relevant content. You’ll also find out why Moments.AI is a finalist for Digiday Awards Europe’s “Best Contextual Targeting” this year! 

Swing the vote this election season: 2024 political ad spending

Ad spending in the 2024 election cycle will be high to get voters to the ballot box.

Welcome to The Media Trade Upgrade blog series, where programmatic traders can get essential info to stay ahead in ad tech — all in quick, bite-sized pieces.  As marketers, we talk about campaigns all day, every day, every year. But in an election year, “campaigns” get more complicated. Media planners and traders build programmatic campaigns for political campaigns. The stakes are sky-high with election ads. Experts are forecasting that political ad spends for the 2024 election cycle will range from $10 billion up to $16 billion. That’s why we’re sharing the key ingredients for programmatic campaigns that resonate with voters. 🎯 Build a winning campaign with effective targeting Political marketing is about more than finding new voters — it’s also about building loyal relationships with your existing support base. Telling personalized, compelling stories at the individual level is key to success. Ensure your DSP of choice can amplify your first-party data, align and track upper-funnel and lower-funnel efforts, and easily deploy high-impact creative across screens.  Maximize first-party data Uncover the attributes of your ideal voter profile, then use that data to find audiences who look like your campaign’s loyalists.  Here’s how: Utilize tactics for upper and lower funnel Align upper-funnel awareness with performance tactics to ensure opportunities to reach voters, drive clicks, and inspire poll visits.  Here’s how: Grow awareness Upper-funnel tactics DOOH CTV Inspire action Lower-funnel tactics Mobile Post-CTV retargeting on mobile 🗳 Hit your political campaign goals faster We know from experience that political campaigns usually mean high pressure plus maxed-out bandwidth — for months on end. Programmatic traders are tasked with reaching voters at every milestone from early stump speeches all the way to election day. There’s good news, though: PMPs and contextual solutions can speed up campaign success. Private marketplace (PMP) Fortunately for media buyers during election season, there’s an opportunity to serve ads on sites aligned with specific campaign goals and KPIs. It’s more important than ever to look for a DSP that has a PMP with political inventory. To save you time, a political PMP should automatically be compliant with state laws. Before electing to go PMP, ensure your DSP has safeguards in place on each political bundled deal. Incorporate to… Contextual targeting We all know behavioral-based advertising is at risk due to the decline of cookies — and that contextual targeting is a top alternative. But what you may not know is that not all contextual solutions offer the same precision. Many hinge on basic metadata like keywords and location. To maintain a competitive edge, it’s crucial to leverage a contextual solution that goes beyond surface-level targeting.  When you’re weighing contextual solutions on the market, make sure to leverage one that prioritizes speed. That way, your message can captivate immediate audience interest — a crucial advantage in the bustling election season. 🤝 Make your life easier — partner with a supportive account team  The final ingredient to success? A strategic and seasoned account team. The right partner can make all the difference when meeting your specific campaign needs. Before launching your political campaign, make sure your DSP has a supportive team with political experience who can guide you to success. This team should help you: (and more!) If you want to connect with us, and learn how Verve can help you target voters in a meaningful way, to drive conversions and maximize ROI this election season, get in touch. We’re happy to strategize.  More resources for programmatic traders

Measurement: Closing the identity loop

As the digital ecosystem shifts to privacy-first technologies and approaches, measurement tactics that rely on identifiers will evolve or disappear. Many marketers worry about what that will mean for the precision of their measurement and attribution — and, no doubt, the marketplace is shifting. But where are we headed? 

Unlocking customer personalization with identity graphs: A visual guide

identity graph for advertising privacy and personalization

In the digital age, delivering personalized experiences has become the holy grail for businesses. From emails that address you by your first name to ads that eerily know your shopping preferences, the art of personalization is no longer just an added touch — it’s an expectation. The secret weapon behind this phenomenon? Identity graphs. Let’s delve into how they work and why they matter for modern advertising.

Verve’s in-app marketplace drives 256% revenue uplift on APS

Amazon Publisher Services logo - Verve case study PubNative

Verve, one of the fastest-growing SSPs for mobile and connected TV and a part of Media and Games Invest, is excited to share the strong performance of its in-app marketplace PubNative on Amazon Publisher Services, according to a recent case study published by Amazon Publisher Services (APS). In 18 months, Verve’s in-app marketplace PubNative has seen a 256% increase in revenue on APS. The catalyst for this was APS’s broad reach in 70 regions worldwide, combined with Verve’s global footprint and the differentiated demand Verve offers through its privacy-first and performance-centric platform.

The gift of sustainability: Making it easier for advertisers and publishers to give back

Verve sustainability efforts make it easier for advertisers and publishers to give back and create a more sustainable media industry

Unwrapping purposeful advertising: At Verve, our motto is “Let’s make media better,” and this holiday season, we’re taking it a step further. We believe that giving back should be more than a seasonal tradition — it should be a seamless part of our everyday practice. 

Verve’s commitment to a greener approach spans partnerships with organizations like Eden Reforestation Projects, innovative ad units with Givsly, curated inventory with a sustainability twist, and our collaborative efforts with Cedara to measure and reduce carbon emissions across the advertising supply chain. For us, “Let’s make media better” isn’t just a tagline — it’s a commitment to a greener, socially responsible, and better advertising ecosystem, 365 days a year.

Ad tech privacy: How DSPs are navigating the evolving landscape

Privacy in 2024 - interview with RTB House (DSP) and Smaato (SSP, part of Verve)

As we approach 2024, data privacy takes center stage as a primary concern in digital marketing. For SSPs like Smaato (part of Verve), it’s about leveraging the power of technology to redefine industry standards, driving campaigns to new heights of success.

‘Tis the season: Curated deals for year-end campaigns

Programmatic traders and media buyers use private marketplace deals (PMPs) from Verve's Curated Inventory Marketplace to execute last-minute, year-end campaigns.

As the weather cools in Q4, pressure heats up for programmatic media traders to run flawless campaigns, beat KPI targets, manage strict budgets, and handle high-pressure QBRs. Consider this blog our gift to you: a survival guide to year-end programmatic media trading.