Jun 24 2013
Anthony Loredo

Centro Brand Exchange Scores Excellent Ratings on Brand Safety and Quality from Trust Metrics


Centro Adds Mobile and Tablet Inventory in Digital Ad Marketplace to Deliver Multi-Screen Solution; Expands Real-Time Bidding (RTB) Access to Major Agency Trading Desks and Demand-Side Platforms

CHICAGO, IL – June 24, 2013 – Centro (centro.net), a provider of modern media services and software, today announced that Trust Metrics (www.trustmetrics.com) has given the Centro Brand Exchange one of the highest ratings for brand safety and quality among digital ad marketplaces. Trust Metrics provides third-party digital measurement standards for publisher transparency and effectiveness. Additionally, Centro Brand Exchange now offers a multi-screen solution with mobile and tablet inventory. Furthermore, the marketplace is opening access to the top agency trading desks and demand-side platforms (DSPs).

Centro Brand Exchange has proven that its collection of publishing partners is unmatched in the industry. According to research from IPG Media Lab, users notice ads more on higher quality sites. However, a big challenge with exchanges and networks is that although the inventory seems safe, ads end up running on their lowest quality sites with user-generated content and high ad clutter. Centro can ensure high performance and brand-safety for campaigns, as Trust Metrics’ review of sites in the Centro Brand Exchange showed that 95% of them were ‘ideal,’ compared to the industry benchmark of 22%.

“We place high-quality unsold inventory in the Centro Brand Exchange because it has proven that it can deliver great campaigns from great brands,” said Lori Tavoularis, managing director of revenue partnerships at Tribune Digital. “Centro delivers an improved offering for unsold inventory with quality advertising and brand safety. With select inventory in the Centro Brand Exchange, we get an exceptional level of audience data and security protection.”

Centro’s core business is streamlining digital media operations between agencies and ad sellers. Through its strong relationships with major publishers, Centro created the Centro Brand Exchange, which has first look at many secondary impressions from national and regional premium news sites. It is geared towards performance buyers who want brand safety. Centro Brand Exchange also offers:

  • More than 100mm monthly unique users (comScore) on 1,500 certified publishers with journalistic content sites
  • Access through Centro directly or through trading desks and DSPs
  • Premium mobile web and app inventory
  • Geo, channel, site category, device, operating system and day-part targeting
  • Audience targeting from top data providers eXelate, Datalogix, AdAdvisor, Polk, Bizo and more, facilitated by data management platform Krux

“The Centro Brand Exchange connects quality advertisers with great content. This unique appreciation for premium context differentiates us from other mass exchanges in the market,” said Shawn Riegsecker, CEO of Centro. “The Centro Brand Exchange has evolved into a preferred selling channel among top publisher brands nationally and regionally, which has made it one of the most trusted sources for advertisers who want to reach audiences across multiple platforms.”

About Centro
Centro (centro.net) partners with advertising agencies to improve their campaign performance and digital media teams’ productivity in order to better manage costs and maximize profitability. Centro is the only provider that offers both managed services and cloud software options to simplify and streamline the full campaign life cycle to meet the unique requirements of every agency. Since 2001, Centro’s media logistics specialists have successfully planned and executed more than 22,000 local and national campaigns across all digital display platforms and ad media types. Headquartered in Chicago with 32 offices nationwide, Centro’s success and commitment to culture has led to many accolades, including #1 on Crain’s Best Places to Work in Chicago in 2011, 2012 and 2013.

Anthony Loredo