Experian and Verve Group have announced a significant collaboration aimed at enhancing ad signal targeting for 2025. This partnership seeks to deliver high-accuracy targeting to audiences that lack traditional identification markers.
Key Features of the Collaboration
The collaboration combines Verve’s on-device intelligence with Experian’s robust marketing data. This combination allows marketers to effectively reach their desired audiences in environments where conventional identifiers are limited or absent.
Unique Approach to Audience Targeting
- On-Device Intelligence: Verve utilizes specific device metrics, including battery consumption and app usage patterns.
- Privacy Compliance: Data collection occurs directly on devices, maintaining user privacy.
- ATOM Platform: The Anonymized Targeting on Mobile (ATOM) platform enhances ID-less targeting capabilities.
Prajwal Barthur, Senior Vice President of Product for Verve, emphasized the strength of device signals over traditional server-side signals. He stated that the focus is on device behavior rather than personal identity.
Addressing Market Needs
As the advertising technology landscape shifts towards scalable identity alternatives, Verve’s innovative methods become increasingly relevant. The partnership with Experian is essential for validating the accuracy of audience cohorts, which advertisers frequently question.
Performance Metrics
ATOM is currently available for Android users and is already utilized in 30% of Verve’s iOS traffic. It has successfully created over 740 unique audience cohorts based on behavioral, contextual, and demographic characteristics.
Validation and Transparency
To ensure that the ATOM-generated cohorts are accurate and relevant, Experian will benchmark these against its extensive U.S. consumer database. This database encompasses:
- 300 million individuals
- 126 million households
This collaboration not only enhances advertising capabilities but also reinforces data integrity, allowing marketers to connect with audiences efficiently, even in privacy-conscious environments.
