Visto is a technology company dedicated to bringing transparency, interoperability and accountability to digital advertising. The Visto Enterprise Advertising Hub is a vendor-agnostic platform that unites the complete ad tech stack in a single user-friendly interface. Brands, media companies and agencies benefit from transparency in managing execution partners, optimizing ad spend, measuring performance and leveraging analytics to drive efficiencies and improve ROI.
The optimal programmatic media buying strategy requires multiple partners, shows results of a study released today by advertising technology provider Visto. With an estimated 80 percent of digital ad placements purchased using programmatic exchanges, per the Interactive Advertising Bureau (IAB), this finding is a valuable insight for advertisers looking to get the best performance while not over-complicating their ad tech stack.
Visto conducted a study to quantify price, performance and quality variations across formats, buying platforms and methods – even when targeting the same publishers and using the same tactics, just through different partners. Leveraging the Visto™ Enterprise Ad Hub’s Multi-Platform Optimization tool (MPO), the company compared campaigns that were run through four industry-leading execution platforms accessing premium inventory on 50 publisher properties in 10 top metro areas.
The test evaluated both video and display impressions, with uniform bids by format distributed across desktop, mobile and video screens. Using MPO’s single screen UI to assess performance side-by-side and in real time, Visto observed broad performance and quality variations for the same KPI even on the same publisher sites. Further, no single platform delivered the best results in every scenario – rather, each platform performed better under different conditions. Differentials between highest and lowest performers for different KPIs include:
Visto’s testing with MPO also proved that the platform with the highest cost might not yield the best ad quality scores. Across seven different premium publisher sites, only three had the highest eCPM yield the best viewability. In one case, it was the lowest eCPM platform that had the highest viewability.
With ad fraud, click fraud and bringing programmatic in-house becoming a hot topic in the news, I invited Visto, CEO, Kerry Bianchi onto my daily tech podcast to learn more about Visto and insights from the advertising industry. Kerry also discusses what Visto is doing to help the digital advertising swamp as well as upcoming partnerships and product announcements.
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