• by Laurie Sullivan , Staff Writer @lauriesullivan, April 21, 2025

Companies behind an ID-less graph and cookie-free project have built what they call improved data and privacy capabilities into technology. The technology is available through a partnership between media platform Verve Group and Experian's subsidiary Audigent.

The collaboration uses both companies' probabilistic targeting technology to improve targeting in ID-less environments, according to Morgan Jetto, Verve’s senior vice president and general manager of Marketplace.

“The app space is having a moment, and there are a lot of reasons,” Jetto said. “There is a lack of transparency in the programmatic supply chain, and trust in the way the internet is monetized. The web is being looked at with a little more skepticism and with closer eyes.”

The app space like CTV gets the most attention from users on devices. Combine that with a decline in ID identifiers to track and target ads, and it creates several critical decisions for media buyers.

“About 80% of iOS users op-out of tracking, so how do you get those users?” he said.

The goal, like other companies, provides a privacy-safe environment to curate probabilistic targeting across channels like connected TV (CTV), in-app advertising, and audio. 

Verve, which offers two supply-side platforms, has a global audience of 2.5 billion users.

Many of these users are on devices, and marketers can now use Audigent’s curation tool to reach them. Verve's ATOM ID-less technology uses first-party on-device signals, combined with advanced contextual and demographic modeling, to build actionable audience profiles without traditional IDs.

Artificial intelligence (AI) is impacting Verve’s business. The company is taking steps to integrate into its systems that allow machines operate its traffic, auctions, curation and modeling to inform the delivery of ads, he said.

“It’s amounted to improvements seen in results during the past five quarters, up year-over-year about 30%,” he said. “Margins are much higher.”

Verve achieved 46% revenue and 53% adjusted EBITDA growth in Q4 2024. It also reported a 33% increase in ad impressions from 206 billion in Q4 2023 to 274 billion in Q4 2024.

AI enables the growth, he said. “It will remove people from making decisions, responding to emails, and pressing buttons in demand side platforms,” he said, adding that this is not related to Verve’s partnership with Audigent.

Jetto also said Verve will soon release products related to non-ID traffic.