Verve raises the bar for high-quality media with Pixalate partnership and TAG re-certification
NEW YORK — May 14, 2019 — Verve, the leading platform for location-powered programmatic video and display marketing, today announced the implementation of Pixalate’s MRC-accredited invalid traffic detection solutions across the full expanse of the Verve VelocityTM platform. The new partnership with Pixalate coincides with Verve’s recent recertification for the 2019 TAG Certified Against Fraud seal from the Trustworthy Accountability Group. Integration of Pixalate’s technology, coupled with Verve’s renewed status as a TAG certified provider for the second year running, underscore a strong commitment to delivering valid traffic and high-quality inventory to its customers.
Concerns about fraud, particularly regarding programmatic, loom large for U.S. marketers; in a July 2018 survey of US media professionals conducted by Advertiser Perceptions, 37% cite non-human traffic as their foremost programmatic buying concern. According to a Q4 2018 study from Pixalate, mobile is especially vulnerable with global fraud rates reaching 20.4% for in-app display and 29.6% for in-app video. For Verve, integration with Pixalate is a strategic move designed to safeguard clients’ steadily increasing investments in programmatic mobile advertising.
"The fight against ad fraud is pervasive and never-ending — no screen is impervious to bad actors," said Jalal Nasir, CEO of Pixalate. "We are proud to offer partners like Verve comprehensive fraud detection across all devices. It’s an opportunity to foster transparency and trust between media buyers and sellers that is unprecedented in our industry.”
Renewed standing as a TAG compliance partner also plays an essential role in combating the threat of invalid traffic. A recent analysis commissioned by TAG and conducted by the 614 Group reveals more than 84% reduction in fraud within TAG certified distribution channels versus the industry average, a highly reassuring statistic for buyers and sellers alike. Verve is in rarified company with a limited number of sellers, buyers, and intermediaries able to meet the stringent requirements of TAG certification and the company is dedicated to leading the charge for high standards in the digital advertising supply chain.
“Verve delivers the highest possible degree of transparency to our clients and publisher partners,” said Mark Fruehan, EVP, General Manager, at Verve. “We view our partnership with Pixalate and continued achievement of TAG Certification as indispensable elements of doing business in good faith in an increasingly crowded and complex market, fraught with fraudulent and invalid traffic”.
Verve’s announcements come at a point in time when a clearly articulated strategy to combat fraud isn’t just a hallmark of authenticity but a vital component of survival. A November 2018 study conducted by Integral Ad Science reveals that 36.8% of brand marketers and 45.3% of agency respondents view ad fraud as a priority in 2019. Those buyers and intermediaries that invest significantly in the tools to provide reassurance are likely to face a much-narrowed playing field in 2020.
Verve™ powers mobile marketing through Movement Science™, successfully connecting brands with their customers across smartphones, digital out-of-home, connected TV, and the many emerging screens of the modern consumer journey. Our proprietary location intelligence, patented technology, premium mobile inventory, and analytics capabilities empower marketers to reach consumers with compelling mobile advertising experiences that drive engagement and sales in both the digital and physical worlds.
Headquartered in New York City, Verve has offices in San Diego, Washington, D.C., Chicago, and Los Angeles. For more information on Verve, visit verve.com or follow us on Twitter, LinkedIn, and Facebook.
Pixalate is an omni-channel fraud intelligence company that works with brands and platforms to prevent invalid traffic and improve ad inventory quality. We offer the only system of coordinated solutions across display, app, video, and OTT for better detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and OTT advertising.
Trustworthy Accountability Group (TAG) is a first-of-its-kind cross-industry accountability program to create transparency in the business relationships and transactions that undergird the digital ad industry while continuing to enable innovation. A joint marketing-media industry program, TAG was created with a focus on four core areas: eliminating fraudulent digital advertising traffic, combating malware, fighting ad-supported Internet piracy to promote brand integrity, and promoting brand safety through greater transparency.
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Chief Marketing Officer
Disclaimer: The content of this blog reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees.
Per the MRC, “'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC, “‘Invalid Traffic’ is defined generally as traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts. Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”