Visto Announced As A Winner Of 2017 Drexel LeBow Analytics 50

Visto was awarded as the winner in the category of SaaS/Advertising/Marketing Technology. Drexel LeBow Analytics 50 is a national recognition of industry analytics innovators – an annual initiative honoring 50 companies using analytics to solve business challenges.

The Analytics 50 provides a platform to share best practices in the field and an opportunity for 50 organizations to receive media recognition for their achievements. Honorees are invited to Drexel LeBow’s annual awards ceremony at the university’s Philadelphia campus.

See all Analytics 50 honorees of the 2017 Analytics 50 Awards.

 

Women You Need to Know in Martech

Here’s what Kerry had to say!

What advice would you offer someone getting into marketing in this landscape?

Be flexible and open in your expectations.

Big, small, start-up, mature, centralized or geographically diffused organizations all have something different to offer, and they all can provide valuable experiences. A leaner start-up may provide an organizational structure that’s more flat, which brings the chance to interact more often with senior executives as well as the opportunity to wear different hats.

On the flipside, a larger organization may offer more robust training programs and support tools as well as the ability to take on management roles or have geographic flexibility.

Be educated on the industry.

Understanding the key issues impacting the industry as a whole, the company in question and the vertical space they play in makes you an engaging candidate.

Expressing interest, which could involve reflecting that you’re well-read on the latest martech news, showing you’ve taken classes or that you simply are involved in relevant organizations, demonstrates a level of commitment and indicates you don’t just want a “job,” — You want that specific organization and career path. Hiring managers love seeing candidates whose passion goes beyond just checking basic skillset boxes.

Build a network.

(And I don’t mean sending invites to every third-degree connection on your Linkedin profile.)

I mean taking the time to nurture and cultivate meaningful relationships.

Look for mentors and coaches who will give you objective advice and alternate perspectives, those who can be great sounding boards and advocates throughout your career.

Don’t be afraid to set up informational and informal meet-ups with colleagues in your space, during which you can gain valuable perspectives from different parts of the martech ecosystem.

Then, as your career progresses, be the one who shines the light on your team’s rock stars. Matchmake people within your network who you think would be valuable resources to each other. Provide the same support and opportunities for growth that helped you to grow.

Did you have a mentor? Who was it and how did they help you succeed?

I had the wonderful fortune of having a number of excellent and supportive managers throughout my career who often stretched me to try new things or took a chance on me when I wanted to do more.

I aim to give promising talent the same kind of opportunities for development and growth when I recognize the same passion.

Looking back, there are several key milestones that had similar characteristics:

  • being offered the chance to do something I hadn’t done before and
  • having the trust and support of my manager that I had the aptitude to do it.

These were core themes for me — whether that was being a people manager for the first time, taking on sales responsibilities after being a marketer, running a global team after running a domestic team or taking my first C-level role.

What keeps you motivated in your day-to-day role?

There’s always something new to learn. It’s a very dynamic industry, so there is always a forward-looking aspect to our business that assures you never get complacent.

Having great colleagues who are dynamic, smart and hard-working is inspiring and creates an energy of its own within the organization that’s extremely exciting and motivating.

What 3 things do you wish someone would have told you at the onset of your career?

I have had the good fortune of receiving some great advice throughout my career, so a couple that I seek to live by/share with others are:

“It’s never as good, or as bad, as it seems.”

This was from a very pragmatic manager who I admired for always seeming unruffled in any situation. While it’s great to celebrate, it’s a reminder not to get too cozy or complacent, and when it’s rough, it’s a reminder that there really is a light at the end of the tunnel.

“Kaizen.”

My first job was on a Japanese automotive client, and there I learned the concept of Kaizen, which promotes the notion of continual improvement rather than drastic and sweeping change.

This is something I’ve adopted in my management style. I encourage a mindset of always looking forward,asking, “How can we continually improve what we’re doing?” and remembering that even small steps add up over time.

“In three years will you remember this?”

We can spend a lot of unnecessary time fretting over difficult situations or decisions. This is a reminder that often what seems monumental in the moment is a mere molehill in the rearview mirror. It often diffuses the perceived stress and puts it in proper perspective.

What changes do you hope to see in the martech workplace over the next 3-5 years?

In the next three to five years, I hope to see talk of bringing transparency throughout the ecosystem come to fruition. I also hope to see an increase in competition throughout the industry, which will catalyze innovation.

And on that note, I hope to see the continued evolution of technology as well as increasing automation, which will give the people in martech better tools and insights to manage their marketing dollars more effectively.

What technologies are the most helpful to modern marketers?

As martech trends continue toward data, automation, and transparency, the marketer’s technology tool chest will need to mirror these capabilities.

Systems that allow for better real-time insights about what is working and not working in a campaign, with the ability to take action quickly and nimbly, will be in high demand.

And, as the marketer’s arsenal crowds with these disparate pieces of technology, they will need orchestration and integration tools to help these systems talk to each other and work seamlessly together.

This has been the focus for my company, Visto, in building our enterprise ad hub, which is a completely agnostic SaaS technology focused on helping marketers connect essential pieces of martech to make it easier to plan, execute, analyze, reallocate and optimize their marketing spend for the best result.

What are the most important skills to learn when starting a career in martech?

Data science and analytics are becoming two of the most important disciplines in the marketing and advertising technology ecosystems, and the demand for skilled talent in these areas is going to increase exponentially in the next few years.

Even if you’re not a data scientist, being comfortable and facile with the numbers will be paramount to anyone who is part of martech.

I also expect we’ll see marketers’ continued investment in technology as they select DMPs, workflow tools, multi-touch attribution, BI tools, media mix modeling, etc., which will require everyone up through the C-suite to be digitally and technologically savvy.

Describe the biggest challenge that will need to be overcome in the next 5 years in marketing.

The biggest issues in digital marketing, the ones that absolutely must be resolved in the next five years, are all tied to one central theme: transparency.

While marketers embrace more audience-driven marketing, they fear the lack of visibility and control over brand safety and quality. And, as they are pressed to better quantify a return on their marketing investments, they will seek better tools and analytics to understand how much of their budget is actually going to working media versus lost in the labyrinth of the supply chain “tech tax.”

This current lack of visibility will continue to manifest itself as potential mistrust of those providing services on their behalf, forcing more transparent pricing models as well as easier access to audits and analytics tools that offer the demonstrable truth that timely and smart decisions are being made with their spend.

This value and performance-driven mindset will cause marketers to pull apart every part of the ad-buying process to understand true costs of execution and gain better analysis of attributed performance. Together, these will provide the transparency and trust required to operate confidently in the future data-driven marketing ecosystem.

What can we do to encourage more women to pursue a career in martech?

At different points along a professional path, there are a variety of things we can do to encourage more women to pursue a career in tech. Early on, internship, scholarship and entry-level opportunities that are gender-blind create interesting first steps into what can be a lifetime career.

We should definitely be encouraging women who show an interest in marketing, analytics, math and strategy as well as a general curiosity about human behavior — all passions that are well-parlayed into roles in the martech ecosystem.

Helping women navigate non-traditional paths, moving horizontally or diagonally in an organization to leverage skills from advertising, web, ad operations, product or allowing them to dabble in cross-departmental projects may help identify or spark an interest across the martech stack.

Actively mentoring other women in the organization and/or creating formal and informal networking provides safe pathways for new interests to be explored — and natural role models to emulate.

Other challenges

Many of the core issues facing marketers have remained the same over the past few years: staying on top of industry trends impacting digital advertising, understanding how much of their spend goes to working media vs “tech tax”, gaining control over ad fraud and quality, eliminating operational inefficiencies and understanding and attributing performance in order to drive better ROI.

Outside of the technology and vendor front, there will continue to be a need for well-trained digital people across the ecosystem.

CMOs will need to be digitally and technologically savvy, data scientists will be in demand across marketing and ad tech companies and advertising and technology will continue to converge as marketers knit together their tech stacks: DMPs, workflow tools, multi-touch attribution, BI tools, media mix modeling and more.

Be sure to read 50 Women You Need to Know in Martech – 2018 and sign up to receive the Women in Martech series.

Collective Becomes Visto, Sharpens Programmatic, Data Focus

Data Focus by Laurie Sullivan @lauriesullivan, November 3, 2017

Collective has rebranded and taken the first name of its flagship product called Visto Enterprise Advertising Hub. After 11 years, the new name of Visto and accompanying logo, tagline and brand design reflect the company’s passion for transparency to support brands through programmatic and data.

More than a rebrand, the name reflects on a series of new services in the works. In 2018, Visto will work toward building out the company’s partner network in mobile, display, native, and programmatic TV, with the ability to manage all from one license. The company also will build out its analytics offerings.

The rebrand is more closely related to a maturing tech industry, said Visto CEO Kerry Bianchi. “When we started as Collective it was more mobile, and video and display,” she said.

In Italian, Visto means “to see,” as in seeing with your eyes, Bianchi said. “To see what’s happening underneath the hood, transparency into the decisions being made, transparency into viewabliity and ad fraud, and see everything from one place or dashboard,” she said.

The company now has two business units: Visto Services and Visto Software. The service business unit is responsible for training and onboarding for self-service clients, education and though leadership seminars on topics like programmatic, or facilitating the integration into the brand’s DMP partner or other technology partners.

The software business unit offers workflow and execution, as well as analytics and reporting technology and licenses.

Originally Published in MediaPost – DigitalNews Daily

Collective Rebrands as Visto, Brings Openness to Ecosystem

New York, NY: Advertising technology provider Collective today announced its new branding as Visto, a move that follows the successful launch of the company’s flagship Visto™ Enterprise Advertising Hub earlier this year. The new Visto name, accompanying logo, tagline and brand design reflect the company’s technology-driven DNA and a mission that puts transparency at its heart. The new name highlights the company’s focus on developing software and services that bring greater transparency and control to the programmatic ecosystem

Visto’s purpose is to provide enterprises with agnostic solutions and services to connect their programmatic stack, bringing openness and interoperability to the digital media ecosystem and control and visibility into the best path to performance. The Visto Hub provides flexibility and scale while reducing operational inefficiency and bringing much-needed clarity to mitigate unnecessary tech taxes while increasing working media.
Visto’s tagline, “At the Center of Programmatic Media, “reflects the company’s deep understanding of the crowded crossroads of ad stack vendors and its positioning as a forerunner that is bringing better programmatic visibility to media companies, brands and agencies. Offering either software, services or a combination of the two, Visto provides varying levels of support depending on the enterprise need.

Visto addresses the ad industry’s operational inefficiencies and lack of transparency, the cause of billions of dollars in wasted media spend each year, by uniting the entire advertising supply chain into a single, vendor-neutral and user-friendly interface from which an enterprise can buy, manage and analyze all their campaigns. Visto’s approach enables media companies, brands and agencies to mix, match, test and compare programmatic vendors and metrics. Whether self or managed service, Visto provides comprehensive, all-in-one reporting and visibility into where ad spend is going, brand safety and ad fraud metrics, as well as what campaign components are performing, empowering enterprises to optimize in real time based on those insights.

“We are excited to officially launch Visto, a company with technology-driven DNA a new core product and a mission that puts transparency at its heart,” said Visto CEO Kerry Bianchi. “Visto is dedicated to bringing visibility into digital advertising, satisfying the growing demands of vendors, agencies, media companies and brands alike. We’re excited to be at the forefront of this new era of clarity and control in advertising.”

View original content at Martech Advisor here.

Programmatic TechBytes with Kerry Bianchi, CEO at Collective

Last month, Collective announced the completion of more than 30+ integrations for its Visto™ Enterprise Advertising Hub. The latest integrations enable buying and management of digital ads across the entire digital media ecosystem through a single user interface, bringing greater clarity, control, and improved campaign performance. Kerry Bianchi, CEO of Collective, spoke to our Tech Bytes Series about Visto’s new integrations that offer a premier full-stack advertising and programmatic solution for brands, agencies and media companies.

MTS: How does Visto offer multi-platform marketers and advertisers more transparency and control over their media campaigns?

Kerry Bianchi: Digital advertising has evolved so quickly – and from so many different directions – that the technology stack is so complex, it’s no wonder we have problems with ad fraud along with viewability. The struggle is that there are too many disparate technologies all working in silos that limit the availability of data while also wasting too much ad spend. This is what Visto is eliminating.

We spent two years developing our technology to unify all the pieces of the ad tech stack into one dashboard, from which brands can view and manage all of their execution, data and measurement partners. It’s a clearer line of sight from which decisions can be made based on apples-to-apples comparisons from a single place.

Ultimately, Visto lets advertisers understand where their budget is going and what’s working so they can drive the best performance from their ad spend.

MTS: Please help us understand how programmatic can be scaled for accurate campaign measurement and audience targeting?

Kerry Bianchi: It comes down to having a unified view and established standards.

When everything is in silos, you can’t see all of your measurements, ad fraud protection, execution partners and data at the same time, plus you don’t know whether all of those vendors and technologies use the same standards. That’s why, earlier this year, brands called for measurement partners to be MRC (Media Ratings Council) accredited, and that all execution partners adopt IAB standards for viewability.

If you’re doing that, you can be confident that you’re hitting the right audience and that they’re seeing your ads.

MTS: How are you preparing against the growing concerns related to Ad Fraud?

Kerry Bianchi: At Collective, we believe the true root of so many ad industry problems like ad fraud are a result of the murky supply chain. With a clearer line of sight comes a greater understanding of just how wisely (or unwisely) their ad dollars are being spent.

P&G Chief Brand Officer Mark Pritchard famously demanded the industry, ‘Clean up the media supply chain’ at this year’s Interactive Advertising Bureau (IAB) Leadership Summit. That’s exactly what we’re doing with Visto.

Our unified interface and analytics finally let advertisers understand exactly where their budget is going and what’s working. No longer can vendors ‘grade their own homework,’ so to speak. We’re plugging the holes that would otherwise let fraudsters sneak in, and we’re opening doors to analytics that support optimized, not wasted, ad spend.

MTS: What would be your advice to CMOs who are yet to invest in programmatic technology/capabilities?

Kerry Bianchi: We as an industry need to step up to ensure the ongoing survival of a diverse targeting and data ecosystem, one that allows ad buyers and publishers to connect and integrate far and wide while using their data in the ways that best serve the consumer. I recommend looking at multiple vendors that can work together. We advocate for a wider range of integrations, but with strong connective tissue between them. This way, CMOs can access the unique features and benefits of their selected partners while also enjoying transparency and the ability to find the combination that works best.

MTS: Finally, how do you see programmatic advertising marketplace evolving in next 12 months? Would AI play a big role in making programmatic advertising more effective and accurate?

Kerry Bianchi: AI is controlled by data, but it also helps us understand data, if we have everything into one place, that is. IT so simple yet is really very complex. As our AI-based systems advance to handle the volume of data that’s now being collected across screen and devices, we’ve begun to lay the foundation for programmatic’s expansion to channels like TV and radio. In the next 12 months, I expect programmatic TV will be the hottest thing around, since those are the big ad dollars so many players in the ecosystem are chasing.

MTS: Thank you, Kerry for answering all the questions. We look forward to having you very soon at MarTech Series for more insights.

Stay tuned for more on business insights on marketing automation, content marketing, video ad tech, programmatic and header-bidding technologies. To participate in our Tech Bytes program, email us at news@martechseries.com

Originally Published in MarTechSeries

Visto™ Enterprise Advertising Hub’s Integrations Bring Clarity to Programmatic Media

Collective, a provider of programmatic advertising solutions, announced the completion of more than 30+ integrations for its Visto™ Enterprise Advertising Hub that enables buying and management across the entire digital media ecosystem through a single user interface. The latest unification brings greater clarity, control, and improved campaign performance.

Patrick McCarthy, Senior Vice President of Marketplace Partnerships for AppNexus, said, “We’re proud to be a part of the solution to problems of vendor fatigue and lack of visibility suffered by brands and agencies. Additionally, the partnership is a win for us, as it enables us to add value for our existing customers while also introducing our tools to a new audience.”

Uniting all layers of the technology stack, including DSPs, exchanges, SSPs, ad servers, data providers, DMPs and more, Visto is an answer to the ANA’s recent report condemning the lack of transparency in programmatic media-buying. The platform connects previously siloed execution partners with a vendor-agnostic technology that provides visibility throughout the ad tech stack. This empowers enterprises to optimize their advertising by identifying the most efficient and effective path to deliver each impression.

Kerry Bianchi, CEO of Collective, said, “We are incredibly excited to bring to market the most comprehensive platform that truly gives advertisers an easy and transparent way to gain control of their programmatic media supply chain. We’re excited to increase the number of valued partners integrated into Visto and showcasing them to top brands and agencies.”

Full Visto integration includes read/write access to the platform’s API, allowing users to access all of a vendor’s capabilities and offerings directly from Visto. This access significantly streamlines workflows, enabling users to syndicate audiences from their DMP, push creative, process data as well as collect, analyze, and report at the impression-level from all integrated vendors through a single user interface.

Visto’s self-service reporting was launched in 2015, followed by self-service campaign execution in 2016. Since then, Visto has rapidly evolved into a premier full stack advertising solution for brands, agencies and media companies. The growing number of integrated partners reinforces Collective’s mission to build programmatic media solutions that empower clients with the control and clarity they need to drive efficiency while increasing transparency and better performance across their ad operations.

Ari Paparo, CEO of Beeswax, said, “As one of the first integration partners of Visto, we’ve been thrilled with the uptake of this platform. Beeswax is committed to the transparent execution of media across channels, and Visto is an excellent mechanism to bring our technology to sophisticated buyers.”

Andy Monfried, Founder & CEO of Lotame, said, “At Lotame, we are proud to be completely media and vendor agnostic. This partnership with Collective and integration into Visto aligns with our core values and what we offer clients. We are dedicated to bringing transparent solutions to marketers, agencies, and publishers, and this partnership aligns with that. I am happy to see the ecosystem, as a whole, shifting away from siloed solutions.”

Joshua Abram, co-chairman of Dstillery, said, “We’re very excited about this new partnership and completely aligned with Collective’s efforts to unify and simplify a very complex technology stack. Offering one unified experience for brands and agencies provides Dstillery with a powerful way to offer its unique audience targeting and cross-platform programmatic technologies.”

In addition to Visto, Collective also offers audience targeting and campaign analytics platform – CompassTM. Compass by Collective, together with Visto, offer dedicated media solutions to marketers, enabling users to find customers across the multi-screen landscape.

RampUp 2017: A Decade of Programmatic and What It Means for Ad Buying

Hard to believe it’s only been 10 years since Marketers have turned to programmatic to make big plays across branding, performance and awareness. Let’s hear from some of the people that helped create it, disrupt it, and are reaping the benefits of it, as they discuss what’s new, what’s old and what’s next. Speakers: John Deighton (Professor, Harvard Business School), Konrad Feldman (CEO & Co-founder, Quantcast), Joe Apprendi (Founder & Executive Chairman, Collective), Dan Callahan (VP, Programmatic Sales, Fox Networks Group), Mike Finnegan (VP, Programmatic & Audience, Live Nation Entertainment).

Did you miss the chance to discuss the challenges and solutions facing the MarTech industry today? Or would you like to re-live your RampUp experience? Check out these videos to view all of the sessions from RampUp’s main day conference! In case you missed it, 2017 Highlights are now live on the RampUp site.

Visto Technology is a Vendor to Watch on Gartner’s 2017 Digital Marketing Hub Magic Quadrant

Collective has been named in Gartner’s annual Digital Marketing Hub Magic Quadrant as a Vendor to Watch. The report focuses on technologies that address marketing leaders’ need for systems that can integrate and coordinate data and activities across channels, devices and contexts, continuously and in real time. Digital Marketing Hubs power marketers and applications with standardized access to audience data, content, workflow management and operational analytics to programmatically execute and optimize multichannel campaigns.

This Smart News Release features multimedia. View the full release here: http://www.businesswire.com/news/home/20170308005353/en/

Collective’s Visto™ enterprise ad hub provides transparency and interoperability across ad technology platforms. The Visto technology enables streamlined workflow and execution across multiple partners, increased transparency into comparative cost and performance for multiple tactics, and provides meaningful insights into what optimization techniques drive better ROI within one turnkey interface.

In 2017, Marc Pritchard, P&G’s Chief Brand Officer, laid down the mandate to the digital advertising industry for “a transparent, clean and productive media supply chain.” “That is exactly why we created Visto. Our enterprise hub allows our clients to manage their programmatic tech stack across DSPs, SSPs, exchanges, publishers, as well as multiple data, verification and analytics sources, with the control and clarity to optimize to the best path for the most effective impression,” said Kerry Bianchi, Collective’s President & CEO.

Gartner’s Digital Marketing Hub criteria address four main areas:

  • Master audience profile — Combining first-party, second-party and third-party data across known and anonymous customers and prospects for precision targeting and tracking of offers and experiences.
  • Workflow and collaboration — Supporting marketing programs with core services through ideation, planning and monitoring of customer journeys and experience designs, internally and with partners.
  • Intelligent orchestration — Driving the sequencing and coordination of engagement across channels.
  • Unified measurement and optimization — Tying investments to outcomes to optimize decisions to the highest yield. Unless marketing programs are measured by a common set of rules, marketers will squander resources and lose out to more efficient competitors.

eMarketer reports that continued investment in programmatic advertising technology and transactions will see the programmatic share of total US digital ad spending rise to 82.0% by 2018 with use particularly strong for buying mobile and video inventory as well as for advertisers buying privately through programmatic direct. Visto helps marketers unify data, execution and attribution technologies through a single UI to optimize cross-platform audience targeting, media investment, and analytics.

To view the full Digital Marketing Hub Magic Quadrant Report visit: https://www.gartner.com/doc/3606024/magic-quadrant-digital-marketing-hubs. Gartner subscription required to view the report.

Gartner Disclaimer

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

About Collective

Collective empowers enterprises with data-driven technology and programmatic expertise to manage digital advertising across platforms, screens, and formats. Through Collective’s Visto™ enterprise advertising hub and Compass media services, Collective provides industry-leading transparency, interoperability, and accountability across ad technology providers driving superior results for programmatic media campaigns. To learn more about Collective, visit www.collective.com.

Today DMP, Tomorrow DAP

by Joe Apprendi, Op-Ed Contributor, November 21, 2016, 11:24 AM

The recent Krux acquisition by Salesforce marks the latest consolidation in a crowded marketing technology landscape. As companies continue to try to build end-to-end marketing tech stacks that bring data together from across media channels and from every corner of the business, they have the opportunity to go from merely identifying potential consumers to turning them into loyal customers.

Data Management Platforms (DMPs) can play a central role in this shift. Instead of just serving as an information warehouse, the DMP of the future can become a learning platform that drives marketing and business decisions. Doing this requires a change in mindset and capabilities: from “Data Management Platform” to “DataActivation Platform,” a complete media activation engine that unifies three primary marketing inputs – Audience, Attribution and Ad data – to optimize marketing channels and outcomes.

The robust DAP of the future will be characterized by the following:

Moving from identity to action in real-time.

Right now, there’s too much data inefficiency and time lag between seeing relevant data and activating it. Post-campaign analysis can yield insights that might have improved campaign performance, but you often don’t see the information until it’s too late – or the analysis sits in a different system from where your campaigns are actually running, making it far from seamless to implement insights. To eliminate waste and improve ROI, the DAP needs to do the heavy lifting of integration and interoperability across planning, activation, measurement and analytics platforms. 

Cross-channel, dynamic optimization.

The typical use-case for a DMP is a one-way push from the DMP to partners. A DAP use-case would be dynamic and cyclical. In one direction, you still would have audience data pushed out to partners. Completing the cycle in the other direction, critical attribution—or action—data would return back to the DAP to inform effectiveness, automate optimization and lift performance.

This can in turn be dynamically analyzed to incorporate other inbound data streams (like site data, purchase data, creative results and other third-party data) to inform attribution and improve audience segmentation – insights that can be used across the organization.  

From ad targeting to business decisioning

Today’s DMP is used primarily for first-party data storage to inform ad targeting and delivery. The future DAP becomes an active “brain” driving marketing performance. Think of a DAP as a marketing hub that unifies and enables data, workflow and analytics to ensure marketing decisions are made correctly and swiftly.

The DAP represents the convergence of ad technology with marketing technology. Properly executed, a single DAP strategy will apply to both paid and owned activation channels.

The promise of a DAP is evident.  Here are some key steps to help brands make the shift from a Data Management Platform mindset to a Data Activation Platform approach to marketing:

Choose a DMP.   It’s impossible to be DAP-enabled without getting your data ready for syndication and targeting. Focus on addressable marketing channels first (e.g., digital, TV, email, etc.), then move to future data-driven opportunities.

Pick an Identity Management Provider.  In order to properly target and measure, you must be able to recognize the same consumer across multiple devices. Combine deterministic and probabilistic methodologies to maximize scale and accuracy.  The key is to reliably bridge Device ID and Cookie ID to enable multiple use cases – online and offline.

Centralize Your Data Providers.  Onboard and manage all first- and third-party data providers in a single DMP.  Here is where audience modeling should take place to engage likely customer prospects.  This is far less effective without first getting your Identity Management framework complete.

Select an Attribution Provider of Record. Now that you can identify and target audiences, let’s make sure you can properly attribute success by platform, screen or format. Your attribution provider of record can be your ad server, site analytics tool or specialized measurement partner, but the key is to standardize methodology and primary KPI to compare performance across channels.

Customize your DAP. Make sure your technology partners (DMP, DSP, Ad Server, Attribution Provider) embrace interoperability and can “talk” to your DAP; do an audit of partners and assess their API capabilities that enable read/write communication.  Here’s where you unify audience, activation and attribution, no matter how your ecosystem of partners change (which they will). If you don’t have in-house expertise or have not yet centralized your data, consider a programmatic or marketing technology consultant to help design the right DAP for your organization.

As consumer behavior becomes more complex, and access to audiences evolve, enterprises must embrace technology to gain control, transparency and accountability of their marketing investment. Following these key steps will put you on the path to having a DAP that activates all available data for optimal results.

Here’s What Really Matters When It Comes to Political Digital Video Campaigns

Reports show what voters view and which ads resonate

To Scott Goodstein, the world of political advertising for a high-stakes campaign like the current presidential race between Hillary Clinton and Donald Trump comes down to just three things: “Time, people and money,” he said, referring to the audience they’re trying to reach on a given day for a given price.

Goodstein would know, after helping propel Barack Obama to the White House in 2008. And more recently, as CEO of Revolution Messaging, he spent the better part of the past two years deep in the digital trenches serving as digital agency of record for Bernie Sanders’ spirited campaign.

As the online battleground for the attention continues unabated in the final seven-week stretch before the presidential election and plenty of other key national and local races, marketers from both sides of the aisle see digital efforts—particularly those in the mobile realm—as integral to reaching the right voters.

“If I’m trying to reach young people in California where they have a higher propensity to cut the cord, why am I buying cable TV [ads] for young people channels?” he said.

According to a new report by AOL, 53 percent of political advertisers say they’ve increased digital and mobile spending from 2012 to 2016, with about half of all such expenditures being bought programmatically. And with audience behavior now front and center in the most data-minded White House race to date, smart targeting is more valuable than ever.

In some cases, targeted buys could substantially help a candidate. A survey conducted by TubeMogul found that 35 percent of more than 1,000 voters said seeing an online ad for Clinton, the Democratic presidential nominee, made them more likely to vote for her. On the other hand, just 31 percent said the same for Republican Trump.

But a campaign can’t rely solely on online targeting, noted Peter Pasi, vp of political sales at Collective. Pasi said an effective campaign requires balancing scope and scale—while mixing the old with the new. In fact, Collective’s research this campaign cycle has shown that preroll ads are still “highly, highly effective” when combined with a TV spot.

“Data is helpful, but it can be a handle or it can be handcuffs,” Pasi explained. “You need to figure out the best way to manage data and optimize it without being so dogmatic about it that you lose sight of the goal, which is to win an election.”