Now Powered by Visto™ Ad Hub, Collective Diversifies Solutions to Provide Unparalleled Programmatic Media Trading Technology and Services to Agencies and Advertisers, Names Kerry Bianchi President
New York, NY (September 12, 2016) – Collective, the ad technology leader and programmatic media pioneer, today announced that it has formally rebranded its ad network business as Compass | by CollectiveTM, bringing transparent, programmatic advertising solutions to its clients and laying the foundation for future growth. Compass campaigns will be powered exclusively by VistoTM | by Collective, the company’s groundbreaking, platform-agnostic enterprise advertising hub. Collective has also promoted Kerry Bianchi, adding the title of President to her current role of Chief Operating Officer, to lead the growth and adoption of the Visto technology that underpins both business units.
Compass’s launch marks the next milestone in Collective’s evolution from high-performing ad network to industry-leading programmatic ad technology and solutions provider. Compass, which leverages Collective’s proprietary Visto enterprise ad hub as its workflow, optimization and reporting tool, will enable its clients to achieve greater control, transparency and efficiency in their media campaigns.
Compass will continue to provide dedicated managed service to its customers, with a focus on unified multiscreen targeting strategies that drive efficient execution and quantifiable results. With over 10 years of experience, Collective has executed nearly 10,000 campaigns in the past year alone.
Compass’s launch alongside Visto, which debuted in late 2015, reflects Collective’s continued commitment to empower clients with programmatic media solutions that give them absolute control and transparency to eliminate waste, gain insight and increase performance. Visto provides clients with a single interface to manage, track and optimize advertising across multiple platforms, screens and formats, while providing full transparency and side-by-side cost, performance and quality metrics across dozens of KPIs.
“Collective is committed to helping its clients gain better visibility and efficiency, and to drive more working media value out of each ad dollar,” said Joe Apprendi, Founder and CEO, Collective. “The combination of Visto and Compass gives our customers the flexibility to do business with Collective in the manner that works best for them, whether self-service technology or managed services, all with complete transparency.”
To support the company’s future growth, the company has named Kerry Bianchi President, in addition to Chief Operating Officer, a role she has held since joining the company in 2015. In this newly created role, Bianchi will lead the Compass and Visto business units, focusing on how Visto supports all of Collective’s businesses and customers. Prior to joining Collective, Bianchi held leadership positions at E*TRADE, Accenture, Time Inc. and TBWA Chiat Day. Bianchi is also a past winner of Brand Innovators “Top 50 Women in Brand Marketing.”
“Clients are eager to take advantage of the myriad of technology and inventory partners available to them – whether DSPs, SSPs, exchanges, publishers, etc. – and determine which work best based on specific plan objectives to deliver optimal ROI,” says Kerry Bianchi, President and COO of Collective. “My new role offers a critical vantage point to receive feedback from clients and ensure Collective is meeting their evolving needs no matter how access to audiences and ad supply changes.”
Ken Gelb assumes the role of General Manager, Compass, while John Vandermay as Chief Technology Officer continues to drive the product and engineering roadmap for Visto with Quique Nagle continuing to serve as the SVP, Platform Sales for Visto.
Collective empowers enterprises with data-driven technology and programmatic expertise to unify digital advertising across platforms, screens and formats. Through Collective’s Visto™ enterprise advertising hub and Compass managed services, Collective provides industry-leading transparency, interoperability and accountability across ad technology providers. To learn more about Collective, visit www.collective.com.