Verve, the global leader in location-powered mobile marketing, announced the availability of its exclusive Verve Activate audience segments to clients of The Trade Desk for use in the planning and execution of advertising campaigns. The initial, invitation-only integration will be offered to The Trade Desk clients, enabling them to leverage Verve’s finely-tuned, location-powered audience segments to reach uniquely qualified consumers across supply available via The Trade Desk’s platform.

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Verve Activate audiences derive an understanding of the consumer from location signals collected directly from a mobile device over time to establish behavioral patterns that signal propensity, interest, and intent. To help advertisers pinpoint ideal segments to drive their business, Verve Activate audiences are categorized by intent (behavior indicating definitive shopping patterns), interest and activity (attributes sourced from visit behavior), and life stage (characteristics and patterns that define key life events). Custom audiences may also be created based on specific historical visitation patterns requested by an advertiser. These consumer insights can be further enriched by applying third-party data and/or a brand’s own CRM and loyalty data to develop a highly accurate picture of a specific audience.

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Integration into The Trade Desk, one of the largest independent global DSPs, brings Verve Activate location-powered audiences to some of the most sophisticated cross-device advertisers in the world.

Verve CRO Kevin Arrix, said, “The Trade Desk’s reach, flexibility, and technology-agnostic approach to the marketplace made The Trade Desk the ideal partner to offer Verve Activate audiences a-la-carte to brands that prefer the DSP route. We’re pleased to offer some of our trailblazing customers the opportunity to apply Verve’s location-powered behavioral audiences across a broader spectrum of media partners and formats.”

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