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Verve Group’s in-house developed advertising targeting solution ATOM achieves a level of effectiveness that currently cannot be matched by any other provider without the use of IDFA.
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Campaigns during the beta phase saw an increase in engagement (click-through- rate) of more than 28% compared to campaigns without IDFA, coupled with an increase in eCPM (effective cost per mille) for publishers of approximately 15%.
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Industry thought leaders like Chris Hayek (former head of global media division at Shell) are impressed: “ATOM is one of the notable exceptions in the market, that delivers strong results in both CTR and ad personalization without relying on IDFA.”
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Verve is now ready for commercial rollout; increasing team size and sales efforts. Largest German private media agency Pilot is committed for broad rollout to its customers.
VALLETTA, MALTA / ACCESSWIRE / November 30, 2021 / Media and Games Invest SE (“MGI” or the “Company”, ISIN: MT0000580101; ticker M8G; Nasdaq First North Premier Growth Market and Scale Segment Frankfurt Stock Exchange) publishes positive results for ATOM (Anonymized Targeting on Mobile), an innovative on-device targeting solution developed in-house by Verve Group (MGI’s media segment) as a result of its Beta launch as well as a roadmap to market launch.
Based on Apple’s recent decision that iOS users must provide consent in order to be tracked via IDFA as well as Apple strongly limiting the data that is made available to advertisers and publishers, efficient targeting and tracking of campaigns has become a major issue in the media sector in general and in the mobile space in particular, as Google is also expected to take a similar step. In the mobile space, this affects ad spend estimated to be around USD 140bn by 2022. For this reason, Verve Group started developing a solution almost two years ago that enables the segmentation and targeting of users – based on anonymized behavioral and contextual data – without using IDFA while displaying relevant ads to users and enabling advertisers to accurately reach their target audience and thereby achieving much higher accuracy than without IDFA.
Earlier this year, Verve Group announced the private beta launch of ATOM, and since then, ATOM has been made available exclusively to a select group of Verve Group’s customers who have used the solution to run advertising campaigns without IDFA data. The initial results show that ATOM achieves a level of effectiveness that according to our information cannot be matched by any other provider without the use of IDFA.
Results of the Private Beta Phase
ATOM today has the capability to successfully build up to 50+ audience segments/consumer segments of interest for any marketer or advertiser. This number will continue to grow as we expand our advertiser and SDK footprint. These segments allow Verve Group to personalize the ad experience in the absence of mobile identifiers, delivering better value for consumers, increased CPMs for publishers and improved results for advertisers. These segments include: Demographic audience segments (gender, income, ethnicity, households with children, age, etc.) as well as visits and behavioral based audience segments (points of interests, shops, restaurants, commute habits, joggers, etc.). In the beta phase so far, ATOM delivered a higher degree of accuracy in identifying the target audiences, when compared …….
Source: https://finance.yahoo.com/news/official-rollout-advertising-targeting-solution-140000741.html