Piero Pavone is the founder and CEO of Preciso, the Italian adtech company behind the Smart Bidding programmatic platform and the Ultima native advertising solution. In May 2026 Preciso launched Ultima Ads for Advertisers as an app for Shopify merchants, a month after releasing Ultima for Publishers as a WordPress plugin. The company says tests of Ultima for a fashion client delivered a clickthrough rate of 2. He tells Business Matters why he flipped the programmatic question from spend to outcomes, and why he would have moved faster. I founded Preciso and, as CEO, I am involved to some extent in every part of the business.