Verve Group, a fast-growing AdTech platform, and Experian, a global data and technology leader, have announced a collaboration to validate and benchmark Verve's on-device ATOM cohorts using Experian's marketing data. This partnership enables scaled, high-accuracy targeting for ID-less audiences, combining Verve's contextual intelligence with Experian's consumer database to reach users in privacy-restricted environments effectively.
As privacy regulations and cookie deprecation limit traditional targeting, AdTech seeks scalable alternatives. Verve's ATOM uses on-device intelligence for ID-less cohorts, expanding reach in restricted ecosystems. Experian's validation ensures precision, blending Verve's signals with its multi-source, real-time consumer data. “We’re excited to make ATOM’s in-app scale practical for performance marketers,” said Ali Mack, VP of AdTech at Experian Marketing Services. “By validating Verve’s ATOM cohorts with Experian marketing data, we’re giving brands a dependable way to activate at scale and measure what matters, reach and results, across a massive in-app footprint.”
The partnership assesses ATOM's cohorts, including innovative gesture-based demographics from swipe velocity and interaction patterns, against Experian's Truthset-ranked database. This transparency builds trust, enabling marketers to optimize campaigns confidently. “This is a breakthrough moment in our mission to enable performant marketing without identity,” said David Philippson, Chief Product Officer at Verve. “Our collaboration with Experian ensures that every ID-less cohort we deliver meets the highest bar of accuracy.”
Verve's focus on AI-driven solutions for mobile in-app and CTV aligns with Experian's digital marketing expertise, empowering brands to navigate privacy shifts while maintaining ROI. The model could inspire broader AdTech adoption of validated on-device approaches.
Verve and Experian's collaboration sets a benchmark for privacy-compliant targeting, unlocking precise, scalable advertising in an ID-less future.
Verve Group is a fast-growing software platform in the advertising technology industry, connecting advertisers seeking to buy digital ad space with publishers monetizing their content. Driven by its mission “Let’s make media better.” Verve provides responsible, AI-driven advertising solutions that deliver superior outcomes for advertisers and publishers. The company focuses on emerging media channels like mobile in-app, connected TV and others. In anticipation of growing demand from users and advertisers for greater privacy, Verve has developed cutting-edge ID-less targeting technology that enables efficient advertising within digital media without relying on identifiers such as cookies or IDFA. Thanks to its strong differentiation and execution, Verve has achieved a revenue CAGR of 33 percent over the past four years reaching net revenues of 437 million euros in 2024 with an adj. EBITDA margin of 30 percent.
Experian is a global data and technology company, powering opportunities for people and businesses around the world. We help to redefine lending practices, uncover and prevent fraud, simplify healthcare, deliver digital marketing solutions, and gain deeper insights into the automotive market, all using our unique combination of data, analytics and software. We also assist millions of people to realize their financial goals and help them to save time and money.
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