Jul 9 2015
Anthony Loredo

Centro Creates Demand Side Platform to Help Increase Audience Reach for Publishers Including Tribune Publishing, The McClatchy Company and The E.W. Scripps Company


150 Publishers Driving Revenue by Using Centro’s Cross-Channel Programmatic Buying Platform; Publishers Gain Scale and Help Advertisers Reach Audiences on Multiple Sites and Devices

Chicago, IL – July 9, 2015 – Centro (centro.net), a provider of unified, enterprise-class software for digital advertising, today announced the general availability of Centro DSP for Publishers (www2.centro.net/publisherdsp). Early adopters include Tribune Publishing, The McClatchy Company, The E.W. Scripps Company, PureWow, Emmis Communications, Freedom News Group, Atlanta Journal-Constitution, Columbus Dispatch, Philly.com, and TVInsider.com. Centro DSP for Publishers is an ad-buying technology tool that can be used by any media company to become a one-stop-shop for advertisers. The technology gives publishers the capability to quickly scale campaigns and reach local or national audiences through a multitude of ad units and sites on any device. In the past few months, Centro has been onboarding 150 publishers to help them leverage the platform to compete for more ad budgets.

Publishers have an opportunity to manage larger portions of advertisers’ media buys by extending their audience reach anywhere on the web that allows them to serve advertisers better. Publishers can use technology to gain a competitive edge against specialty ad networks and managed DSPs that are crowding the marketplace.

“Many publishers have been long-standing partners with brands and agencies. As audiences have moved more of their media consumption online, these publishers are rightful navigators for advertisers, knowing how audiences behave, not just on their own sites, but anywhere on the web,” said Rick Ducey, Managing Director, BIA/Kelsey. “Media companies that want a larger share of ad buys need to harness their audience intelligence for wide-reaching, multi-channel campaigns that drive results for advertisers.”

“Our markets utilizing Centro DSP have the flexibility on price and tactics necessary to deliver results for advertisers,” said John Jordan, director of digital revenue development, The McClatchy Company. “Centro helps our team seamlessly make the transition to programmatic buying and optimization. For example, our Fresno market has gained six-digit incremental revenue this year by landing clients that are normally out of reach without programmatic capabilities. We empower our sales teams to take larger shares of local, regional and statewide ad buys.”

“Being able to show marketers that we can scale a campaign quickly, target audiences precisely anywhere on the web, and deliver diversified ad products is a differentiator and a competitive advantage,” said Kevin Stetter, SVP of sales and operations, PureWow. “Centro’s technology platform enables us to go to market showcasing our expertise and know-how in digital media and then deliver performance for our clients.”

A pioneer in digital extension, Centro has worked with publishers for the past five years to create solutions that offer advertisers audience reach across the web. With the growing availability of inventory via ad exchanges, publishers can bring Centro DSP in-house to create unique offerings for their clients on desktop, mobile, video and more. With Centro technology being used by publishers across North America, sales and ad operations teams are finding ways to differentiate and drive efficiency for their business.

“We have armed publishers with the same type of technology that networks and managed service players have long used to grow market share. The publishers’ distinct advantage are their enduring direct relationships with agencies and brands,” said Katie Risch, SVP of publisher development, Centro. “Centro has been helping nearly 200 publishers create digital extension solutions through our services, and now we are enabling these organizations to take our technology in-house to widen their margin, grow expertise organically, and operate self-sufficiently.”

Centro’s technology encompasses audience buying on all major devices, web sites and ad units. A key benefit for publishers is the ability to navigate cookie-less environments by using GPS capabilities and device ID data management for comprehensive mobile targeting. Features include:

  • Robust video inventory on every major supplier
  • Integration with data management platforms (DMPs), allowing publishers to permission and monetize first-party data
  • Quality inventory curated by Centro’s team from top sell-side platforms and ad exchanges
  • Brand-safety and fraud-detection via third-party integrations as well as native to platform
  • Intuitive and easy-to-use interface with real-time dashboard to make optimizations easy
  • High-touch support team to help publishers grow in-house expertise
  • White-label option to reinforce publisher brand identity

About Centro

Centro (centro.net) is creating a platform to make digital advertising easier. Its enterprise-class software 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. Since 2001, Centro has successfully planned and executed more than 250,000 campaigns across all digital display platforms and ad format types. 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