PebblePost Changes Name, Plans More Channels

PebblePost has changed its name to Verastance, as it broadens its offering to help brands identify those most likely to buy next, reach them through various channels, and 'prove' which sales result from this.

The firm helps clients in sectors including retail, education, travel, fitness and beauty to identify 'exactly' which consumers will convert across online and off-line channels, using data from existing purchases. Based on this, and comparing exposed consumers to uses control groups, it then helps clients to drive 'measurable, incremental revenue' through programmatic direct mail and - added recently - Performance CTV, reaching consumers across 99% of US households and linking ad exposure directly to business outcomes. More channels are due to be added soon.

The new name combines the Latin for 'true', with stance, which the firm says stands for its 'conviction that verified purchase behavior provides the clearest foundation for marketing decisions.' The company says a household is the real buying unit behind a purchase, and a verified home address, updated with every purchase, is 'a far more durable anchor for identity than a device or IP address that changes constantly.'

Intent signals like clicks and searches 'remain valuable,' according to Verastance, but by themselves only suggest what a person might do - furthermore agentic shopping is now set to bypass some of those signals altogether. 'There's a much stronger signal hiding in plain sight: what people actually buy,' says CEO Adam Soroca (pictured). 'Our graph offers a clear view of what the household is most likely to buy next. Our vision is to unlock the power of verified purchase behavior across every media channel, giving marketers a more intelligent way to reach households and drive measurable outcomes.'

A web site for the new brand is up and running at www.verastance.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.