April 20, 2015 — The Wall Street Journal Digital media veteran Nada Stirratt was named chief executive at Verve Mobile, a company that helps advertisers target ads to mobile devices based on a person’s location.
Ms. Stirratt most recently spent three-plus years as the chief revenue officer at Acxiom, a data and analytics company that works with major marketers like Macy’s and United Airlines as well as a slew of ad technology companies.
Prior to her tenure at Acxiom, Ms. Stirratt spent time in top sales roles at MySpace, MTV Networks and AOL. She replaces Tom MacIssac, who is leaving the company.
Ms. Stirratt arrives at Verve Mobile at a time when mobile advertising is surging, though the medium’s promise of delivering the perfect ad to people based on exactly where they are at a given moment remains largely unfulfilled.
Verve has raised $36 million to date, and the 10-year-old company boasts partnerships with over 2,000 media partners. According to Ms. Stirratt, Verve helps companies such as Hearst, Gannett, 21st Century Fox and NBC Universal deliver highly targeted local ads via their mobile sites and apps by marrying mobile device data with advertisers’ own data and data from individual publishers.
“What’s exciting to me about this company is that we can drive people into actual stores with mobile ads, and be certain that we actually drove sales for a brand,” Ms. Stirratt told CMO Today. “This is a not a spray and pray thing, where we send you an ad just because you may or may not be in front of a Starbucks. With all our different data sources, we can say to a brand, ‘I will reach this person, and I know they are a Target person or a Macy’s person, and I know what they bought in the past.”