Deconstruct’s product is an automated mobile display advertising system that allows mobile publishers to manage their ad sales and offer their ad inventory through a self-service interface. Advertisers, in turn, can review available advertising opportunities and can buy ad campaigns directly using a credit card. The system manages pricing, targeting, creative management and reporting. The Deconstruct system will be integrated into Verve’s Ad Manager platform.
“We were looking for the best mobile display self-serve toolset available and found it in Deconstruct Media. When we understood who was behind it and their expertise in ad technology product development, we wanted to own it. We’re thrilled to have the Deconstruct team joining Verve,” said Tom MacIsaac, CEO of Verve. “Our mission is to monetize local mobile media and clearly the self-service channel is one of the keys to doing that in a scalable fashion.”
“Verve is a great fit for Deconstruct. With over 1000 local media publishers, Verve allows us to take the core advertising technologies we have built and rapidly deploy them to a category that should really benefit from self-service advertising,” said Brent Halliburton, founder and CEO of Deconstruct who will join Verve as VP of Product Management. “Verve’s multichannel approach will continue to unlock ad dollars for local mobile publishers and will now include a smart and easy-to-use self-service channel.”
Prior to founding Deconstruct, Halliburton was Senior Director of New Product Development at Advertising.com. He and the rest of the Deconstruct team, all former Advertising.com senior software developers, will be based out of Verve’s DC office.
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