Verve adds new options for advertisers to capture premium in-app audiences via programmatic marketplace

Anne Freier

In Mobile Advertising. February 1, 2018

With 81% of mobile time being spent using apps, mobile marketers have been turning to automated services to deliver their campaigns.
Now, Verve, the location-based mobile platform, has expanded its Premium Programmatic Mobile solution via Rubicon Project’s orders platform. As such, Verve’s programmatic solution is now available in the UK and for international advertisers.
The company says that the addition should help advertisers capture premium audiences ‘in-app’ using accurate location data and movements.
Premium Programmatic Mobile provides national and regional premium publisher inventory via a private marketplace and programmatic guarantee that can be accessed through all major DSPs.
It also includes a device ID targeting universe which uses Verve’s location intelligence for more precise and accurate location pattern recognition using data mapping.
In addition, the in-app inventory comes with a brand safe guarantee that lets brands share their data and verify their programmatic buys via third-party measurement providers.
Ian James, General Manager of International at Verve, explained:

“Today’s product expansion responds to the huge advertiser demand for premium programmatic mobile inventory in the UK. Programmatic campaigns thrive on high quality data. And what’s better placed than the clean and relevant user data derived from location intelligence. The more information provided within the automated transaction, the higher chances of premium audiences being reached, and driving uplift in campaign performance.”

Other features of the service include frequency capping, brand safety and optimisation.
Brands will also be able to serve mobile-first creative programmatically, via formats such as Tap to Map and auto-play.

“Brand advertisers are looking for both quality and safety when it comes to mobile programmatic. The private marketplace opportunity offered through the Verve marketplace provides just that; quality data, flowing safely through the programmatic pipes. We’re excited to expand our relationship with Verve internationally, and to continue to enhance the performance and efficiency for mobile campaigns,” added Steve Wing, Managing Director UK, Ireland & Nordics, Rubicon Project.