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"... suppliers who are succeeding most are the ones that are not making things more complicated, but making it easier for people to buy, sell and trade media more efficiently and based more on the outcomes they are trying to achieve. One of them is Centro, a scrappy tech supplier servicing the mid-tail of the media buying world -- the smaller, regional and mid-size agencies not affiliated with Madison Avenue’s big agency holding companies that always seem to command so much of the industry’s attention."