Verve's (Performance+) new CTR templates put you in control of how your ads behave on Verve supply, so the ad experience matches what your campaigns are built to achieve.
Each Verve template is a ready-made set of ad rendering settings that defines what is clickable, when the ad can be closed or skipped, whether the app store opens automatically, and how audio and end cards would behave.
Soon, Verve will also enable you to choose the right template for each ad yourself, in real time via the bid stream, with no upfront setup required from the Verve team.
To get started, or to change the template on your dedicated Verve connection, please contact your Verve account manager.
What CTR templates can do for you
CTR templates give you a predictable, consistent ad rendering experience across Verve's in-app SDK inventory, configured to support your advertisers’ interaction requirements.
Click quality for brand and compliance-sensitive buyersLow CTR limits clickable areas to the call-to-action and turns off automatic app store opening, supporting brand campaigns and advertisers with strict click-quality requirements.
More engagement for performance buyersHigh CTR makes the whole ad clickable and enables additional app store and end card features for app-install and performance campaigns.
Get started with no integration changesVerve applies the template for you. You don't need to change your bid requests, bid responses or creatives, and publishers don't need to release a new app version for a template to take effect.How setup works ↓
A consistent setup you can rely onAds served through your DSP connection and rendered by Verve's SDK use the assigned template, providing a common rendering setup across that connection.
Controlled and transparent changesEach template is versioned. When Verve updates a template, the change is reviewed and dated, and your account manager can tell you which version is live on your connection.
Available templates
Each Verve CTR template defines a different approach to ad interaction. Choose the experience that best fits your campaign objectives with your Verve account manager.
Choose a template
Low CTR low-ctr
Best for: Brand campaigns and advertisers that prioritize clean, intentional clicks.
🔇Skip in 8s▶
Tap zone: call-to-action only
End cards
Illustrative preview
Changed
Clickable areaOnly the call-to-action is clickable.
Changed
Call-to-action over videoNo call-to-action is shown over video.
Changed
End cardOne end card, which can be closed immediately.
VideoCan be skipped after 8 seconds.
Changed
Auto-clickDelayed by 35 seconds after the user touches the ad.
Changed
App storeDoesn't open automatically. SKOverlay is off on iOS.
Changed
AudioStarts muted.
Default default
Best for: Verve's standard ad experience. It applies to any DSP connection that has no template assigned.
🔊Skip in 8s▶InstallPublisher decides
App StoreCan open automatically GET
Tap zone: whole ad
End cards
Illustrative preview
Clickable areaThe whole ad is clickable.
Call-to-action over videoThe publisher decides whether a call-to-action shows over video.
End cardOne end card, which can be closed after 5 seconds.
VideoCan be skipped after 8 seconds.
Auto-clickUses the platform default.
App storeCan open automatically, with SKOverlay on iOS.
AudioOn.
Default is the baseline the other templates are compared against.
High CTR, brand-safe high-ctr-brand-safe
Best for: Advertisers who want more interaction without anything covering the creative.
🔊Skip in 8s▶
Tap zone: whole ad
End cards
Illustrative preview
Clickable areaThe whole ad is clickable.
Changed
Call-to-action over videoNo call-to-action is shown over video.
End cardOne end card, which can be closed after 5 seconds.
VideoCan be skipped after 8 seconds.
Changed
Auto-clickDelayed by 35 seconds after the user touches the ad.
Changed
App storeDoesn't open automatically. SKOverlay is off on iOS.
AudioOn.
High CTR high-ctr
Best for: Performance buyers, such as app-install campaigns, who want the most opportunities for interaction.
🔊Skip in 10s▶InstallAndroid
App StoreOpens with no delay GET
Tap zone: whole ad
End cards
Illustrative preview
Clickable areaThe whole ad is clickable.
Changed
Call-to-action over videoA call-to-action shows over video on Android.
Changed
End cardsUp to two end cards, each of which can be closed after 5 seconds.
Changed
VideoCan be skipped after 10 seconds.
Auto-clickUses the platform default.
Changed
App storeOpens automatically with no delay, with SKOverlay on iOS.
AudioOn.
How Verve sets up templates
Verve CTR templates are available as a managed service, with one template applied per DSP connection. To set up or change a template, please contact your Verve account manager.
1
Agree on a templateYou + account manager
You agree on the right template with your Verve account manager.
2
Verve assigns itVerve
Verve assigns that template to your DSP connection.
3
Your ads render with itAutomatic
When you win an impression on that connection, Verve's SDK renders the ad with the assigned template.
Before you contact your account managerTo speed things up, have these ready:
Which DSP connection the template should apply to
Which template you want, or the click behaviour your advertisers need
Whether different campaigns need different templates, set up on separate connections
✓ Reviewed before going liveEvery change is reviewed before it goes live, and your account manager will confirm once the template is live and which version is applied.
