644: Transparency in Advertising: 4 Things to Consider w/ Kerry Bianchi

ABOUT THIS EPISODE

In this episode we talk to Kerry Bianchi, President & CEO at Visto.

LinkedIn: https://www.linkedin.com/in/kerrybianchi/

There's a ton of noise out there. So how do you get decision makers to pay attention to your brand? Start a podcast and invite your ideal clients to be guests on your show. Learn more at sweet fish Mediacom. You're listening to the B tob growth show, a podcast dedicated to helping be tob executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the BB growth show. We are here today with Carrie biancy. She is the president and CEO at vist carry. How you doing today? Doing Great, great to be here. I'm excited to chat with you today. Carry, we're going to be talking about transparency and advertising, but before we get into that, I'd love for you to explain to listeners what you and your team are up to it this though. Yeah, I know, we've built a really exciting technology.

That is think of it as your hub that can help you connect together all of your partners in your programmatic ad stack. Right, dozens and dozens of vendors. It need to some corralling to make them all sing together, and that's the visto hub, and we're seeing great uptake from marketers, agencies, media company. Is really anyone right that wants to transact programmatically needs some kind of enterprize hub like visto. All right, so, so care very today we're going to be focusing our conversation on transparency in advertising and as we're talking about this offline, you mentioned that there are four things to think about, because you were saying that when people will hear transparency, they really don't think about all the different forms of transparency, and so we're going to dive into why is transparency so important and then what are the different ways that we can be thinking about it. So I guess to start off, why is transparency a topic that you're so passionate about? Yeah, I think look with...

...all of the different sort of partners and players, especially in the programmatic space, that the idea of transparency, I think, is really bubbled up in the last year or two, because there's all of these layers right in the transaction. I have a publisher, my Ne Verification Partner, Ad Server, like all of these different pieces, and I have all these different metrics that it's very hard to understand what's really working and what's not working when I'm paying to get that right and really understanding the value, and I think a lot of marketers are really starting to question that. Want to peel back the onion a little bit further and understand that. Okay, so so this first piece that we're going to talk about as it relates to transparency is cost. So can you, can you dive into that and expand on that a little bit for us? Yeah, absolutely, and I think right that that's probably the first one that might come to mind, which is a lot of what's transacted, or how programmatic has been transacted in the past has been you know,...

...you pay on a CPM basis and you know there's some amount that you know is the actual cost of the goods that you're buying or the AD spaces you're buying, and then there's some margin, right, that the intermediaries are making, and I think that fuzziness in terms of how much that is and how much it should be, I think is causing a lot of marketers to say, Hey, I'd like more transparency into that and understand who are the layers and who get paid what. It's not that they shouldn't get paid a piece of it, but I think more and more wanting to understand, you know, what those percentages are. And at the end of the day, right, some of the statistics have said every dollar marketer spends, only about half of it actually goes to the actual ad itself. So right, either money could go a lot further if they understood sort of WHO's taking a little bit piece of that piece in the middle and could they run that anymore efficiently? Okay, that makes sense. This next piece carry is add fraud. It sounds horrible already. Doesn't expand? Expand on the idea that, yeah,...

...and I think you know that that's another area that that's certainly gotten a lot of attention. And you know, the the idea that, because it is programmatic, is transacted through technology, it unfortunately also leaves open for really smart technologists to try to game the system as well. Right, and can I put in not real humans but wrote robots, or not real when websites where your ads are placed, but fake sites or spoof sites? And, you know, can I kind of create this little subterfuge that allows me to kind of pull out some of the money that's being transacted through the system. So I think a lot of attention has been paid from, you know, advertisers, marketers to understand, you know, can I get a bit or handle on what's real what's fake, right, and do I have sort of metrics and and measurement in place that allow me to see, you know, a could my add be seen by a real human and is that who actually transacted at the end of the day? So, yeah, I think you're seeing a lot more attention in these sort of viewability and add fraud metrics and measurement...

...now in the system. And so how how are you seeing that companies are are combating that? Are Their specific tools that are able to be used to have identify when that stuff is happening and bring it to the surface? Yeah, there's a few different ways and I think you know, marketers using a few different flavors of this. Some are some are creating some very, very tight white list or sight lists or partners that they're working with right as a way to kind of clean it and and make a smaller pool that they're targeting. Others are using measurement tools. Right, there's a number of different verification partners or vendors that you can use and layer onto your advertising so you can get a sense of how much fraud could there potentially be there, how viewable where your ads to be able to then you know, point your ads right to. There's more viewable sources and some that are even transacting that way. You know, back to the money part of the equation. Some of them are saying have only pay on maybe a viewable impression or, you know, something that I know reach to human and are using that as a bit of...

...a currency in the way that they're actually buying their media. Now. Okay, so this this third one that we're going to talk about, Carrie, is how partners and vendors are working. On your behalf, talk to us about this one. Yeah, I think this suspend a little bit of back and forth in terms of, you know, marketers and do they buy their media themselves right, do they have it in house and do they control everything? But in a lot of cases it makes more sense, maybe financially or because of the expertise, that they use partners or vendors to provide that service for them. But once it's a step removed, I think there has been some question mark raised in terms of how those decisions being made. So if I just handed millions of dollars to my agency or to a vendor partner to place in my behalf, how do I know that they're making financial decisions that are in the best interest of my company? Right? Are they making decisions are actually in the best interest of their company? Right, maybe they have a great deal with a certain vendor and instead of choosing, you know,...

...partner a versus partner be, if they get a better deal from partner a that benefits them but not necessarily me, will that skew the way that they're making investment choices on my behalf? And so I think, you know, there's some you know, question or concern for marketers to understand and see how decisions are being made and really why they're being made to understand that it's all in the best interest of of their investment. And is that the folks that you see they're doing this best, I guess. How are those folks being transparent in that is it? Is it just a lot of conversations from the front end of the working relationship, or is it it kind of advanced reporting on throughout the engagement so that everyone involved can see exactly where everything is going. How is how is that working? Yeah, great question, and it's a bit of all of those things. They think up front. You're seeing even in the way that those contracts are now being designed, right in the compensation. Sometimes it's a way there to grant transparency and and have a share.

You know, say hey, if maybe there is a benefit, but then we should share in that benefit if it happens, and then we both went out of that. As is one way to look at it or something performance space. And then I think you're seeing more and more, and you know, part of why we launched visto and I think there's others that are thinking about the space the same way, which is, how can we give transparency all along the transaction, right from the point it's placed, and I can see how the decisions are in being made and I can see what partners you're choosing and it can see the prices that are being paid. Right. Just that visibility goes back to our key order the day, transparency. By seeing that, I can understand a lot better. Right, I'm not just getting a report at the end of the day saying here you go, here's your bill and we bought your x amount of x this is now seeing. Oh Gosh, all right, that makes sense. That perform better. I see why they invested more there. or G that's a red flag. That's not performing better. Why they put so much money there. Right, by just making that transparent, I think you can have a lot richer and in a better discussion in terms of where the money is going. All right. This last one that we'll talk about carry is of how we all talk together,...

...this idea of comparative transparency, technology, Kumbaya. Yeah, well, I think that's the other thing of the proliferation of systems, and that was one of the things that we saw as a real pain point in the industry. Right. So there's no lack of great technology, insights data, but they all tend to live in silos, and so I think there's a huge opportunity to help with unification of those. I think a lot of marketers are unifying their data sets so they can get a combined and unified view, and I think that's going to push the market also to write work in a more concerted way where it's easier for that marketer to be able to transact with us and use their data across multiple systems, get good analytics across multiple systems, and this horizontality I'm going to can make up a word of right of this cross channel view. That I think would be, you know, the the Nirvana for most marketers. I think it's hard today. So you know,...

...a lot of what we've built is to can we smooth that and create a centralized view, and I think there are others that are thinking more that way about that whole chain, that end to end process, and how can we make that easier for the marketer? And it certainly demands that we all have our systems to be able to talk together for that to work. Carry this has been fantastic. If there's somebody listening to this, they want to stay connected with you. They want to learn more about this, though. What's the best way for them to go about doing that? Sure I would send them through our website at visto hub, vis Teo hubcom, and there there's a number of a great pieces if they want more information and as some of the way papers that we've done, as well as a way to contact us directly. Wonderful. Again, Carrie, thank you so much for your time and I am really looking forward to getting this one live. Great. Thanks, James. There are lots of ways to build a community and we've chosen to build the BEDB growth community through this podcast. But because of the way...

...podcasts work, it's really hard to engage with our listeners, and without engagement it's tough to build a great community. So here's what we've decided to do. We're organizing small dinners across the country with our listeners and guests. No sales pitches, no agenda, just great conversations with likeminded people. Will Talk Business, will talk family, will talk goals and dreams, will build friendships. So if you'd like to be a part of a BEDB growth dinner in a sitting near you, go to be to be growth dinnerscom. That's Bob Growth dinnerscom. Thank you so much for listening. Until next time.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (1805)