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.
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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 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.
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.