Verve Raises the Bar for High-Quality Media with Pixalate Partnership and TAG Re-Certification
Verve, the leading platform for location-powered programmatic video and display marketing, announced the implementation of Pixalate’s MRC-accredited invalid traffic detection solutions across the full expanse of the Verve Velocity platform. The new partnership with Pixalate coincides with Verve’s recent recertification for the 2019 TAG Certified Against Fraud seal from the Trustworthy Accountability Group. Integration of Pixalate’s technology, coupled with Verve’s renewed status as a TAG certified provider for the second year running, underscore a strong commitment to delivering valid traffic and high-quality inventory to its customers.
Concerns about fraud, particularly regarding programmatic, loom large for U.S. marketers; in a July 2018 survey of US media professionals conducted by Advertiser Perceptions, 37% cite non-human traffic as their foremost programmatic buying concern. According to a Q4 2018 study from Pixalate, mobile is especially vulnerable with global fraud rates reaching 20.4% for in-app display and 29.6% for in-app video. For Verve, integration with Pixalate is a strategic move designed to safeguard clients’ steadily increasing investments in programmatic mobile advertising.
“The fight against ad fraud is pervasive and never-ending — no screen is impervious to bad actors,” said Jalal Nasir, CEO of Pixalate. “We are proud to offer partners like Verve comprehensive fraud detection across all devices. It’s an opportunity to foster transparency and trust between media buyers and sellers that is unprecedented in our industry.”
Renewed standing as a TAG compliance partner also plays an essential role in combating the threat of invalid traffic. A recent analysis commissioned by TAG and conducted by the 614 Group reveals more than 84% reduction in fraud within TAG certified distribution channels versus the industry average, a highly reassuring statistic for buyers and sellers alike. Verve is in rarified company with a limited number of sellers, buyers, and intermediaries able to meet the stringent requirements of TAG certification and the company is dedicated to leading the charge for high standards in the digital advertising supply chain.
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“Verve delivers the highest possible degree of transparency to our clients and publisher partners,” said Mark Fruehan, EVP, General Manager, at Verve. “We view our partnership with Pixalate and continued achievement of TAG Certification as indispensable elements of doing business in good faith in an increasingly crowded and complex market, fraught with fraudulent and invalid traffic.”
Verve’s announcements come at a point in time when a clearly articulated strategy to combat fraud isn’t just a hallmark of authenticity but a vital component of survival. A November 2018 study conducted by Integral Ad Science reveals that 36.8% of brand marketers and 45.3% of agency respondents view ad fraud as a priority in 2019. Those buyers and intermediaries that invest significantly in the tools to provide reassurance are likely to face a much-narrowed playing field in 2020.
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