Verve, a leading media platform specializing in emerging channels, has announced a strategic collaboration with Experian, a global data and technology powerhouse. This partnership will integrate Experian’s digital graph and audience data with Verve’s proprietary ID-less on-device contextual platform, ATOM, to provide advertisers with unmatched cross-channel targeting capabilities. The collaboration is designed to enhance precision, scale, and efficiency across both ID-based and ID-less environments.
Leveraging Experian’s Data Precision for Enhanced Reach
Experian’s digital graph connects households and individuals using privacy-forward identifiers, such as Mobile Advertising IDs (MAIDs) and Connected TV IDs (CTV IDs), ensuring full compliance with privacy standards. In addition, Experian’s library of over 2,400 syndicated audiences offers addressable segments spanning demographics, lifestyles, interests, purchasing behaviors, and media consumption habits. This robust dataset enables advertisers to access diverse audience segments across 12 categories while extending reach through Verve’s innovative ID-less contextual platform.
Empowering Advertisers with Omnichannel Targeting
The collaboration is set to empower brands to execute more effective campaigns across Verve’s expansive global audience of 2.5 billion users. This audience spans multiple channels, including Connected TV (CTV), Digital Out-of-Home (DOOH), in-app advertising, and audio. By enabling seamless cross-device reach, advertisers can align messaging throughout the customer journey, optimize omnichannel planning, and achieve superior campaign performance.
Also Read: Later Introduces AI-Powered Social Listening and Enterprise Tools
“Advertisers today face growing complexity in balancing precision and scale when it comes to addressability across ID-based and ID-less media,” said Prajwal Barthur, SVP Product at Verve. “By uniting Experian’s data precision with Verve’s ID-less scale and innovation, we’re delivering actionable solutions to meet the evolving demands of today’s market.”
Advancing Privacy-Conscious Advertising with ATOM
Verve’s ATOM platform leverages advanced on-device signals and sophisticated contextual and demographic modeling to create actionable audience profiles without relying on traditional identifiers. By integrating Experian’s digital graph and syndicated audience data, the partnership will enable advertisers to harness deeper consumer insights and drive measurable improvements in engagement and conversions.
Ali Mack, Vice President of AdTech at Experian, emphasized the significance of the partnership: “Our collaboration with Verve furthers our industry support for the future of omnichannel advertising. By combining Experian’s digital graph and syndicated audiences with Verve’s ID-less technology, we empower advertisers to navigate the digital ecosystem confidently. This integration enhances how brands connect with consumers and helps drive more innovative and privacy-conscious strategies.”
This partnership represents a significant step forward in enabling advertisers to navigate the complexities of the evolving digital advertising landscape, ensuring they can achieve impactful results while prioritizing privacy and compliance.