Verve Mobile Integration With Moat Tackles Viewability Issues For Location Ads

Geo-targeting ad accuracy is one thing; whether someone actually saw the ad is another.

Verve Mobile is continuing to refine its offerings to advertisers and app publishers in its network by integrating viewability and measurement tools from display analytics provider Moat.

Verve's Julie Bernard
Verve’s Julie Bernard

The deal is meant to address the “confidence issues” many major advertisers have with display metrics. While online ad spending has continued to rise generally — and location-powered mobile ad budgets have been growing strongly in particular — there is a commonly held notion that marketers still don’t quite trust digital ad metrics.

For one thing, click fraud associated with “bots” that generate false impressions is a perennial issue for the online ad industry, right up there with ad blocking. The belief is that if advertisers could be assured that a real human being actually saw an ad on a page, marketing dollars would be unlocked at an even more rapid clip.

And that’s the basis behind Verve’s work with Moat (full disclosure: the executives in charge of Moat are investors in GeoMarketing’s parent company, Yext. For more details on our relationship, see our mission statement.)

“Historically, viewability was indeed a challenge in the world of online display and addressing this topic in its mobile manifestation is a natural extension of the original discourse,” said Verve CMO Julie Bernard. “At Verve, we’ve been in this business for over 10 years, and as such, we have seen many trends come and go. As it relates to viewability, we recognize that this is an important topic for many of our clients.”

Moat’s analytics and viewability tools have a natural appeal for Verve, as the metrics provider is one of the first companies to be accredited by the Media Ratings Council for mobile display and video measurement (both in-app and mobile web). And that has drawn approval from Verve’s media buying partners.

“Working with mobile location partners like Verve that aggressively adhere to our standards around campaign viewability and measurement allows us to make better decisions on behalf of our clients and provide them with conclusive and accurate reporting,” said Shenan Reed, president of digital, North America, MEC at GroupM, in a statement.

With these investments in understanding consumers’ “needs and wants,” Bernard said that marketers will have a better sense of the effectiveness of their location-based ads.

“Viewability brings confidence to our partners, who know that they are getting the most out of their mobile location-based advertising investments,” Bernard said.

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.