On the technology side, Collective's primary offering consists of VISTO, a self-serve ad-buying platform launched earlier this year, which Apprendi said the company plans to spend more than $12 million developing in 2016.
The company split is more an internal reporting change than a true breakup. Apprendi said the reporting structure has been adjusted so a general manager who leads media reports directly to him. Collective also has created a separate leadership team for VISTO, but both sides will remain under the Collective banner.
There will no longer be any employees below the CEO who support both media services and tech, as was the case under the company’s previous structure.