Verve and Experian Join Forces to Enhance Cross-Channel Advertising Strategies

Verve, a prominent media platform specializing in emerging advertising channels, has announced a strategic collaboration with Experian, a global leader in data and technology. This partnership aims to integrate Experian’s digital graph and audience insights with Verve’s proprietary ID-less on-device contextual platform, ATOM. Together, they will empower advertisers with scalable, precise, and efficient cross-channel targeting capabilities in both ID-based and ID-less environments.

Experian’s digital graph connects individuals and households through privacy-compliant identifiers such as Mobile Advertising IDs (MAIDs) and Connected TV IDs (CTV IDs). Additionally, Experian’s extensive library of over 2,400 syndicated audience segments spans demographics, lifestyles, purchasing behaviors, media preferences, and more. This collaboration enables advertisers to tap into these comprehensive audience insights across 12 key categories, while leveraging Verve’s ID-less on-device contextual platform for enhanced reach.

By combining Experian’s robust data with Verve’s innovative technology, the collaboration empowers brands to deliver seamless campaigns across Verve’s global audience of 2.5 billion users. This includes touchpoints in Connected TV (CTV), Digital Out-of-Home (DOOH), in-app advertising, and audio. The partnership supports cohesive omnichannel strategies, aligns messaging throughout the customer journey, and drives measurable improvements in campaign performance.

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“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.”

Verve’s ATOM platform leverages on-device signals and advanced contextual and demographic modeling to create actionable audience profiles, eliminating the need for traditional IDs. By integrating Experian’s digital graph and syndicated audience insights, advertisers gain access to refined consumer data that enhances engagement and conversion rates across campaigns.

“Our collaboration with Verve furthers our industry support for the future of omnichannel advertising,” said Ali Mack, Vice President of AdTech at Experian. “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 underscores a shared commitment to driving innovation in cross-channel advertising, enabling brands to adapt to the evolving digital landscape while maintaining consumer trust and privacy compliance.