Optimizing ad spend is easier than ever

Press release: Advertising leader Verve’s latest acquisition, valued $185 million (approx. €170 million), also bolsters digital audio solutions, engaging ad formats, and AI optimization.

Alarms became ad dollars when Delightroom clocked impressive ad impression and revenue growth via strategic testing with Verve's Performance+ Marketplace.

With the privacy landscape in flux, delivering relevant ads to consumers has never been more difficult to navigate. Mobile users in particular paint a nuanced picture. Positively, as evidenced by the fact Apple didn’t see permission rates for in-app tracking hit zero the instant it let consumers opt out. It’s also supported by Verve’s findings that almost seven in ten (68%) have more trust in data sharing than two years ago, because of tighter control over app privacy settings. But at the same time, assuming that data privacy is no longer a priority or concern would be incorrect. Not only are nearly half (44%) more concerned about unauthorized access in comparison to 2022, but an overwhelming 95% majority think publishers need to be more transparent about data use and handling. This comes at a moment when the power of contextual advertising is only becoming more apparent for all sides of the ecosystem. According to the findings, almost three-quarters of consumers think context-based ads are the most appealing (74%) and they’re also more likely to engage with them (73%). In short, complex consumer feelings about data combined with a need to deliver contextually relevant advertising are creating a confusing privacy dichotomy. For publishers, this means sustaining vital ad revenue will depend on understanding two key factors: why empowered audiences are still worried about data security and what actions or solutions are needed to ease those fears and win trust. Is the value exchange finally working for all? Maintaining its reputation as a leading digital nation, the UK’s love of mobile remains strong. As shown by wider analysis, smartphone penetration has reached 80% of the population while app downloads exceeded 2 billion last year and revenues topped £3 billion. With this near-ubiquitous adoption has come both enhanced awareness of how mobile advertising dynamics work and willingness to be part of them, including the value exchange. Around three-fifths (58%) of those who gave their opinion in the study are readier to share their data than two years ago due to a greater understanding of what the process entails. Additionally, it seems that mobile users see effectively targeted ads as an integral trading component and beneficial addition to the mobile experience, with 81% saying in-app ads make finding relevant new products easier and 67% specifically more willing to view ads for free content. So, we’ve reached a point where seemingly many consumers are comfortable allowing data collation and giving attention to ads because they know that using these assets as bargaining chips will bring tangible advantages, including useful ads.  The deeper reality, however, is more complicated. Mounting risks counter data-sharing rewards As well as grasping the gains that come from leveraging their data, consumers have naturally become warier about what happens when information isn’t adequately protected. Amid fast-rising online threats — with 70% of scams estimated to occur via social media, e-commerce platforms, and dating apps — personal security features prominently on the list of data risks. This encompasses identity theft and cybercrime attacks; both mentioned as bigger concerns today than in 2022 by 45% and 44% of the survey respondents, respectively. Alongside the possibility of unpermitted data access, two-fifths (40%) of consumers surveyed by Verve feel more concerned about not knowing how their data will be used than two years ago. Indeed, almost as many are taking a strategic approach to in-app interaction, with 42% occasionally refraining from ad engagement on privacy grounds. For publishers keen to bolster their user base and ad income, overcoming these issues is an increasing priority and challenge. The need to change course and embrace solutions that put the privacy of users first is clear. Thanks to high-profile privacy preservation projects such as Apple’s app tracking transparency (ATT) framework and Google’s Sandbox for Android, consumers are highly attuned to data collection. For publishers looking to continue to deliver messaging in a contextually relevant way, there needs to be a greater focus on embracing the solutions that can empower that. Stepping up to meet transparency demands It’s not surprising that data-savvy consumers have defined opinions about what’s required to make mobile experiences safer. In addition to general transparency around data management, the data shows that this includes demands for clarity and assurance in specific areas, including: If mobile publishers are to win the trust of users while delivering contextually relevant ads, transparency needs to be coupled with an embrace of ID-less targeting, helping to create a solution that is as future-proof as it is powerful. ID-free options don’t need individuals’ data at all, allowing publishers to group users into cohorts based on a range of on-device signals. It’s vital that publishers begin testing these solutions in order to optimize what works best for them. Combine this with a contextual targeting approach to unlock a completely privacy-focused way to target. Secondly, any data requests that are created must outline precisely what information is being collected and why, as well as the advantages for consumers, including personalised ads and in-app perks. Then publishers need to reinforce promises of robust privacy protection by committing to follow independent standards; such as the Internet Advertising Bureau’s (IAB) Transparency and Consent Framework (TCF) V2.2. This framework provides a mechanism for securely communicating and upholding unique data-sharing decisions across the digital advertising supply chain. Of course, these steps won’t eradicate every digital risk. They will, however, demonstrate that publishers are dedicated to respecting and protecting consumer data while powering effective targeting with ID-less solutions. Given the connection the study has spotlighted between increased understanding and trust, there’s a good chance such transparency will help reduce the mobile privacy dichotomy; tipping the balance further towards confident data sharing when the conditions are right and mutually valuable.

Thought leadership: Will the weekend of Black Friday break records as some have predicted, or will economic turbulence curtail consumer spending? To find out, PMW canvassed industry experts, including Verve's Alex Stil, for their Black Friday/Cyber Monday weekend predictions, hot takes, and more. 

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’s Seller Trust Index, 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. 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...

In the news: This week, the Department of Justice began pushing the court to force Google to sell Chrome. Executives across the industry, including Verve's Grant Gudgel, have begun to weigh in on the possible change.

In the news: Losing exclusive access to Chrome’s data would deal a serious blow to Google’s competitive advantage. Here’s the impact selling Chrome will have on the industry, according to media buyers and executives.

The Verve Brand+ Marketplace unlocked new levels of Connected TV inventory for Smadex, enabling them to reach engaged mobile gamers on the big screen.

Thought leadership: Complex consumer feelings about data combined with a need to deliver contextually relevant advertising are creating a confusing privacy dichotomy.

Thought leadership: Alex Stil and other industry experts reflect on how the foundations of online advertising have changed over the past 30 years.