Jun 14 2017
Anthony Loredo

Centro DSP Adds Audience Targeting and Brand Protection Capabilities Through Integration of comScore and DoubleVerify Data


Centro Provides Marketers with Easy-to-Use Programmatic Advertising Software with Robust Viewability, Demographic and Brand Safety Audience Targeting Options


Chicago – June 14, 2017 – Centro (centro.net), a provider of enterprise-class software for digital advertising, today announced the addition of more targeting capabilities within its platform, powered by longstanding partners comScore (www.comscore.com) and DoubleVerify (www.doubleverify.com). In Centro DSP, named a top DSP by software ratings site G2 Crowd, marketers have new options to easily find audiences based on page-level demographics, predicted viewability, or brand protection parameters. Centro is the cross-channel digital advertising solution of choice for marketers of any size that want robust features in an easy-to-use and accessible platform. For a demo, visit: centro.net/products/dsp-programmatic-advertising.


Programmatic advertising is becoming a marketing requisite for a wide variety of organizations, and this requires adoption and learning of powerful tools for reaching and engaging audiences in real-time across the web. However, premium-grade technology for programmatic advertising are normally only available to a limited set of large marketers that can commit hundreds of thousands in ad spend per month. For marketers that want to use demand-side platforms that are competitive with the technology used by their larger peers, Centro offers a solution with sophisticated capabilities and diverse partner integrations, yet is simple to use and adapt.


“When using Centro’s technology, customers are assured that we continue to evaluate and add the most useful and relevant digital marketing tools for their business,” said Katie Risch, SVP of software client solutions at Centro. “We’ve continued to hone and develop Centro DSP to access innovative partners and rich data without compromising on the user experience.”


Here are additional details on new targeting features on Centro DSP:

  • Audience composition (via comScore) – enables users to target web pages with a high composition of their target audience demographic, leveraging the same industry-leading panel that powers the comScore Media Metrix suite; this can be used as a cost-efficient alternative or supplement to cookie-based demographic audience targeting.
  • Enhanced predicted viewability (via comScore and DoubleVerify) – enables users to target inventory pre-bid based on predicted viewability; this is enhanced by data about page URL and ad size.
  • Brand safety and contextual targeting (via DoubleVerify) – predetermines if impressions (URL or App ID and ad placement) that the advertiser is bidding on meets its brand safety expectations so that it does not pursue audiences on content or sites that would be blocked. Combined with contextual targeting segments, advertisers can increase reach with brand protections.
  • Fraud protection (via DoubleVerify) – avoids sites which are fraudulent or have heavy bot fraud traffic.


New comScore targeting capabilities add to its existing pre-bid segments already available in Centro DSP, such as brand safety, invalid traffic, keyword targeting or avoidance, contextual categories, and content language.


One of the industry’s most accessible programmatic ad platforms, Centro DSP provides advertisers with capabilities to engage consumers on every media channel, ad format and device type. It provides media professionals of all skill levels with a flexible interface and intuitive design, and is supported by a dedicated customer success team. Centro DSP is also available as an integrated tool in Centro Platform, a software solution for agencies that unifies digital media planning, buying and optimization across publisher-direct and programmatic advertising.


About Centro

Centro (centro.net) is a provider of enterprise-class software for digital advertising organizations. Its technology platform centralizes, organizes and automates all digital media campaigns across all channels, accessing both guaranteed and biddable inventory, to achieve any objective. Our holistic approach gives marketers a single system of record to fulfill their research, planning, buying, optimization, reporting and reconciliation needs. Headquartered in Chicago with 32 offices in North America, Centro has received numerous accolades for its commitment to employees and workplace culture.


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Anthony Loredo