Connected TV (CTV) is booming. By 2025, US adults will spend over two hours daily immersed in CTV content, with ad-supported streaming taking the lead as consumers look for cost-effective alternatives to subscription fatigue. The surge in viewership has unleashed a golden era for advertisers — but also a dizzying array of platforms and choices.
So, how do you cut through the noise to make an impact?
Enter Verve’s Brand+ Marketplace — the smarter way to connect with engaged audiences through premium, high-impact campaigns. With direct access to top-tier publishers, fraud-free and brand-safe inventory, and cutting-edge targeting, we help you drive results that matter.
Let’s dive into the five game-changing benefits that make Verve’s Brand+ Marketplace the ultimate choice for CTV buyers.
Efficient ad spends on direct, fraud-free, brand-safe inventory
A long path from media buyer to end user means intermediaries, resellers, the dreaded ad tax — and wasted ad dollars. To maximize campaign budgets, advertisers need more direct access to top publishers. Look no further than the Brand+ Marketplace, where you can tap into inventory.
But don’t just take our word for it. According to Pixalate, Verve’s CTV supply earns top marks (“Grade A”) on all major CTV operating systems, as measured by supply path optimization (SPO) scores. This reflects the depth of our direct relationships with publishers and is verified by publishers’ ads.txt
Fraud protection
Ad fraud wastes campaign budgets and undermines return on ad spend (ROAS). That’s why Verve provides a triple-layered fraud protection system to block invalid traffic before impressions are served and make it right in the rare instances of ad fraud.
- Proactive prevention: In-house algorithms adaptively learn complex patterns to detect fraud, and app-ads.txt adds transparency on inventory.
- Detection: We partner with objective, independent vendors like HUMAN and Pixalate to identify and block general and sophisticated types of ad fraud.
- Reaction: There’s no substitute for human intervention, and our experts are on hand to take rapid action.
Certified brand safety
Brand safety is more than an adtech buzzword, and it’s something we prioritize at Verve. Our Brand+ Marketplace is one of the few CTV marketplaces accredited with TAG registrations, ensuring the highest standards of brand safety. With access to 10,000+ pre-vetted, MFA-free publishers, buyers can trust that their ads will appear in the right context.
Better outcomes:
A global sports brand leveraged Verve’s direct inventory, reducing CPMs by up to 25% compared to traditional marketplace buys, all while maintaining high viewability.
Advanced targeting and cross-device solutions at scale
Advertisers that choose the Brand+ Marketplace unlock access to more than 1.6 billion consumers across mobile, CTV, and web devices. On CTV alone, Verve processes 37 billion ad requests every day. But scale isn’t everything — serving the most relevant ads to target audiences requires advanced targeting. Here’s how we accomplish this on CTV:
Proprietary machine learning models
For unmatched granular targeting, the Brand+ Marketplace leverages our unique machine learning models, which are rigorously battle-tested for match rates and precision. These algorithms deliver results that advertisers can’t get elsewhere by using Verve’s first-party SDK data, enriched bidstream insights, and the Verve ID graph.
Unified data view
Today’s consumers are highly connected, using multiple devices each day. The Verve ID Graph synthesizes data from multiple channels, providing a complete understanding of audience behaviors to enhance targeting accuracy. This is especially useful for brands looking to engage users across multiple touchpoints.
Adaptability in a cookie-less world
As cookies and other identifiers become less effective, advertisers are turning to alternative identifiers like UID 2.0 and LiveRamp’s RampID. The Brand+ Marketplace supports these solutions to offer marketers the best of both worlds, enabling effective targeting with and without IDs. This builds future-proof addressability so advertisers can reach the right audiences without relying on cookies or other identifiers.
Better outcomes:
A recent campaign for a home goods brand used Verve’s ID Graph to target viewers of home improvement shows across devices, resulting in a 35% higher engagement rate compared to traditional CTV buys.
By blending first-party and third-party data, the Brand+ Marketplace improves audience segmentation for advertisers, boosting engagement and conversion rates.
Custom deals for tailored audience and inventory packages
Curation is a hot topic, and for good reason — it works. Private marketplace deals (PMPs) offer the flexibility to build tailored audience segments and inventory packages that align perfectly with campaign goals. This is another effective way to engage the right viewers while avoiding waste in an open marketplace. You can easily activate Brand+ Marketplace curated deals with the DSP of your choice: we’re integrated with 100+ leading platforms.
Custom audience segmentation
Build audience segments based on specific criteria like device type, geographic location, or content interests, ensuring that your ads are delivered to the most relevant users.
Better outcomes:
Smadex, a leading performance DSP, enabled PMP deals on CTV for their mobile clients’ user acquisition campaigns. This multi-channel approach slashed average monthly cost per install (CPI) by 55%, drawing in engaged audiences and high-quality conversions.
Omnichannel controls for maximum engagement and brand recall
With omnichannel capabilities that power campaigns across CTV, mobile, and web, the Brand+ Marketplace ensures a unified brand experience across devices. This cross-platform consistency strengthens brand recall, increases engagement, and increases conversion rates.
Flexible controls like dynamic and hybrid ad podding help advertisers boost brand affinity by creating more enjoyable ad experiences for viewers and reducing ad fatigue.
Better outcomes:
A campaign for a beverage brand that ran across CTV, mobile, and web saw a 25% increase in brand recall compared to a non-omnichannel approach, highlighting the power of consistent messaging across devices.
Maintaining cohesive messaging and targeting across all channels ensures that the brand’s reach is maximized, and ad spend is used efficiently for higher returns.
Robust measurement and attribution models
Advertisers often face challenges when it comes to understanding the impact of their CTV campaigns. Verve tackles these issues with robust tracking and analytics tools that offer clear, actionable insights into campaign performance across all devices.
Comprehensive attribution and cross-platform insights
Verve integrates data from CTV, mobile, and web to provide a unified view of campaign performance, helping advertisers understand how their ads perform across different platforms.
With Verve’s advanced attribution solutions, advertisers can accurately measure the impact of CTV ads on conversions, whether they occur on CTV, mobile, or web. This helps eliminate the guesswork and provides more confidence in campaign outcomes.
With direct access to inventory, unparalleled targeting capabilities, and a commitment to brand safety, Verve’s Brand+ Marketplace offers everything you need to craft high-impact, efficient campaigns. Let us help you elevate your CTV advertising strategy and maximize your ROI — just get in touch!
