Problem is, the United States isn’t necessarily any friendlier with the California Consumer Protection Act set to take effect in 2020 and retail companies generally pulling back on their marketing budgets. Verve has done work to make its product compliant with CCPA, and the same can be true for GDPR in Europe. We expect in the low two digits of net revenue to come as a result of the Verve acquisition. Connecting Verve into Google’s programmatic exchange will also drive revenue in the United States. Revenue for the quarter, the source said, may have been as low as $5 million. They were loss making, but there are a lot of ways for us to help Verve speed up, and we expect them to generate profits in the first quarter, although they’re not profitable now. // Friday, April 5th, 2019 – 5:13 pm. It can’t be a black box. The recent cutbacks at Verve affect headcount in its California and New York offices and also come within a year of it confirming that it was to shutter its European operations, citing enforcement of the EU’s General Data Protection Regulations as the chief reason for the closure. The company has partnerships in place with Associated Press, CBS, Flipboard, Pandora and ESPN, and buys media via Google AdX from The Weather Company and others. The Consumer Privacy Rights Act – CCPA 2.0 – Passes In California, Mobile Game Juggernaut Machine Zone To Be Acquired By AppLovin, Why Zynga Is Buying A Hypercasual Gaming Studio Despite IDFA Restrictions On The Horizon, Apple Is Putting IDFA Use Under The Microscope, 3 Ways Apple Is Throwing Its Weight Around The Ad Industry, Facebook’s IDFA Plan: Possible Audience Network Shutdown For IOS 14, I Have Seen The Future Of Measurement, And It Is … Messy, Spotify Snaps Up Podcast Ad Platform Megaphone For $235 Million, Doubling Down On Programmatic, It’s Time To Zero In On Demand-Path Optimization. Specifically, MGI bought Verve for its Gamigo subsidiary, which houses 11 ad tech acquisitions made in the last three years, including mobile SSP PubNative and user acquisition platform Applift. The company laid off about 30 employees in the beginning of the year. 1 on Election Day, Both Total Day and Prime Time, The Trade Desk Sets Record Earnings as Marketers Embrace Programmatic Advertising, Why Agencies Need Insight Into Their Operations, How Parenting Brands Can Gain Loyalty During Challenging Times, How Brands Are Driving Direct-to-Consumer Sales, Shopper Insights to Drive Your D-to-C Strategy, Bonin Bough, Chief Growth Officer, Triller. Verve was established in 2005 and was an early player in the mobile display advertising space, having raised $28.5 million in funding, according to its Crunchbase profile. Verve had also raised $63.5 million – and investors were getting antsy. The last few years haven’t been kind to Verve. Sizmek filed for bankruptcy last week and dataxu laid off around 30 people this week. Sign up to be an AdExchanger Member today and get unlimited access to articles like this, plus proprietary data and research, conference discounts, on-demand access to event content, and more! This is the second such reduction in numbers over the last couple of months, with the company laying off about 30 employees in the beginning of the year, bringing to total eliminations of 60, or about 60 percent of headcount in San Diego, New York and Washington, D.C. over the past year. Verve’s embrace of programmatic video last year may not be panning out. Verve was a fit, because it’s got technology MGI lacks, including a DSP and DMP.