Jul 18 2016
Basis Technologies

Not All Ad Exchanges Are Created Equal


As the flow of advertising dollars shift more and more to automation – programmatic digital display ad spending in the U.S. is expected to reach $22.1 billion in 2016, according to eMarketer – it’s become a challenge for publishers and advertisers to keep pace. At first glance, ad exchanges seem like a logical and safe place to do your digital business, but buyers and sellers beware: Not all exchanges are alike. In fact, many are littered with fraudulent activity and poor quality inventory.

With ad spend being funneled to dozens of ad exchanges in the online marketplace, it can often seem impossible for marketers to keep track of where their ads are placed -- not to mention making sure units are seen by a human and not a bot. On the sell-side, publishers who monetize inventory in open marketplaces are often left with low-quality and low-paying advertisers who only want cheap inventory.

That’s where Centro Brand Exchange comes in. Centro Brand Exchange is the largest invitation-only exchange for high-quality advertisers and publishers. In addition to being integrated with all major DSPs and ad buying platforms, as well as sourcing ad budgets directly from local and national agencies, Centro Brand Exchange is recognized for publisher quality, brand-safe local inventory, and transparency.

Publisher Quality
Centro Brand Exchange consists of 2,000 carefully vetted journalistic news and information sites. Our publisher vetting process is paired with direct and long-standing relationships with local and national publishers. This gives the Centro Brand Exchange local market reach in 98 of the top 100 designated market areas – and includes the No. 1 or No. 2 newspaper site in 20 of the top 25 markets.

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Ads served on high-quality sites are the ads more likely to be noticed because they are placed alongside highly engaging content. According to Trust Metrics, which provides third party brand-safety measurement data, 94% of publishers in Centro Brand Exchange are considered “excellent” for advertisers. Compare this to Trust Metric’s aggregate measurement showing that only 7% of all the publishers it measured received an “excellent” rating. Furthermore, Pixalate, an independent advertising security firm, recently ranked Centro Brand Exchange as the No. 11 marketplace on the Global Seller Trust Index – out of 500 ad sellers in the ecosystem – and No. 1 for viewability.

Keep your eyes on Centro Brand Exchange in 2016 as we expand our offerings. Whether you’re an advertiser or publisher, there are enormous benefits to being connected with high-quality peers. To learn even more about Centro Brand Exchange or get started, click here.