Verve Unveils Programmatic Direct Platform For Location-Based Mobile Advertising


Verve Direct Enables Partners, Advertisers and Agencies to Buy Location-Targeted Mobile Advertising Campaigns via a Programmatic Direct Interface

(ADOTAS) NEW YORK, August 4, 2014 — Verve Mobile, the leader in location-based mobile advertising, today announced “Verve Direct,” the first programmatic direct platform for location-based advertising, enabling partners, advertisers and agencies to buy location-targeted mobile advertising campaigns via a programmatic direct interface.

“Verve has always been a pioneer in location-based mobile advertising, and now we’re taking it to the next level by breaking new ground with the Verve Direct programmatic platform,” said Tom MacIsaac, CEO of Verve. “Now partners and advertisers can access Verve’s proprietary mobile Proximity Targeting and Consumer Audience Segments on an automated basis through a robust SaaS platform.”

In the short time Verve Direct has been available in beta, several partners, advertisers and agencies have leveraged the platform with great results.

“We have had excellent results with location-targeted advertising on the Verve Direct platform.  We have tried a lot of new channels that reflect the changing digital landscape, and location-based mobile advertising has been a clear winner with engagement and ROI,” said William Walters, Partner in Walters Bayer Auto Group, owner of eight dealerships in California and Walters Gaiennie Auto Group, owner of fourteen dealerships in Kentucky and Georgia.

Buyers on Verve Direct have the choice of delivering their campaigns on Verve’s premium publisher platform, which includes many of the largest mobile media brands in the U.S., or via Verve’s Location Bidder.

The Verve Location Bidder is a revolutionary programmatic RTB platform that integrates Verve’s unique patent-pending LBS technology (the Verve Location Service or VLS) into our proprietary RTB bidder, enabling the most intelligent and sophisticated location data analysis and location-powered RTB buying platform available. Effectively, VLS gives the Verve Location Bidder an information advantage that enables Verve to buy only the highest fidelity location in the mobile ad exchanges.  In the cookie-less environment of a mobile ad exchange, where valid, real-time location is the most prized attribute associated with an impression, Verve alone understands the validity and precision of that data, and can properly assess, value and execute against it.  In effect, Verve’s proprietary bidder is powered by unique location optimization technology and dynamically adjusts bids based on location quality.

With the recent announcement of Verve’s Local Merchant Offers programmatic API, Verve now has a location-data-driven mobile ad solution for every advertiser, from the biggest brands to SMBs, and full-service consultative sales, to a programmatic automated interface and programmatic API.  Buyers can access supply via Verve’s premium platform publishers or via the Verve Location Bidder RTB platform.  Verve is committed to being the clear technology leader in location-based mobile advertising and this new programmatic suite affirms it.

About Verve

Harnessing the power of real-time mobile location data, Verve is the pioneering leader in connecting mobile advertising with in-store sales.  93 percent of all consumer sales happen in the real-world, in brick and mortar stores.  For the first time ever, brands leveraging the patented Verve platform can deliver an ad to a consumer on their mobile digital devices and connect that message to actual store-level foot traffic.  We analyze billions of precise location signals to better understand the consumer journey and reach the right people, at the right time, in the right place — when they are most likely to be influenced by your message.  We drive measureable results for Retailers, CPG, Auto, Restaurant and other drive-to-retail advertisers and we prove it with unparalleled post campaign analytics and insights.  Verve created the location-based mobile ad category in 2005 and has been the clear leader in the space ever since.  Verve has offices in New York, NY, Washington DC and San Diego, CA.


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