Mobile ad network Verve Wireless has acquired Deconstruct Media, an ad tech firm focusing on mobile. Financial terms weren’t disclosed. The merger is something of a mini-AOL (NYSE: AOL) reunion, as Verve recently named Tom MacIsaac, the former head of Lightningcast, an online video ad company acquired by AOL in 2006, as CEO, while Deconstruct is headed by former Advertising.com execs.
Deconstruct’s main product is a self-serve mobile display ad management system. 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.
Brent Halliburton, Deconstruct’s founder and CEO, will now serve as Verve’s VP of product management. Before starting Deconstruct, Halliburton was senior director of New Product Development at Advertising.com, the ad network that was central to AOL’s ad offerings under the previous regime. Halliburton and the rest of Deconstruct’s staff – all former Advertising.com senior software developers — will be based out of Verve’s DC office.
Brent delivers even more for Verve by incorporating next-gen mobile messaging into products and solutions for Verve clients.
For mobile social, for example, there are 5 key performance drivers. The new mobile social media must: blend with the consumers’ real-life activities; respect their privacy; enhance shared experiences; and offer new and improved features to capitalize on existing behaviors, such as texting and IM; and offer no delays, distractions, check-ins or triple click-throughs.
The best and most effective mobile marketing will tell a story, keep the conversations real, bring people together, create shared experiences around the brand’s story, and deliver these results.
Another AOL means another FAILURE. Tom has done shit. sold lighteningcast just before it went under. There are plenty of AOL losers out there to fill up this Bethesda, MD company.