MPO Case Study

Visto™ conducted a study to quantify performance and quality variations across formats, buying platforms and methods. Learnings highlighted that 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:

  • A 10x improvement in cost per completed view on Weather.com
  • A 6x difference in vCPM for ads served on TheGuardian.com
  • A $250,000 higher CPM cost for 100M ad impressions on AOL.com
  • A 5x difference in cost per click for Zillow.com

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