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"Nonpolitical advertisers will feel the tightest pinch in broadcast TV this year, but the problem affects any media. Even when there is enough inventory available for all advertisers, elections will drive up prices, and TV spots will become unattractive — or unattainable — for many brands. Exploring new video ad formats will make more and more sense for consumer brands that want to reach their audiences effectively during election season."

Read more from Centro's Heather Robertson in MediaPost.

Retargeting is a common tactic used to keep top-of-mind after a consumer’s visit to an advertiser’s site or product pages. Occasionally, Centro customers won’t be able (or are not allowed) to put a tracking pixel on their site. I’m here to let you know that there are other options at your disposal to do ‘siteless’ retargeting, or retargeting that doesn’t require you to put a pixel on your site. I’ll walk you through 3 such options.

1. Click retargeting
Centro DSP’s “Audience Capture” feature allows advertisers to retarget users who have clicked on their ad. It’s another way to get value out of your paid media by letting your ads create a retargeting pool for you. Pro tip: make sure that there’s a strong call-to-action on the ad to drive higher engagement.

2. First-party search click retargeting
If you can’t put a tracking pixel on your site, you can select the “redirect pixel” option available in Centro DSP. This creates a URL redirect for your search ad – when a user clicks on the ad, Centro DSP first captures the user, then redirects them to the desired landing page of the campaign. Here’s how it works: if the URL redirect pixel is centro.pixel.com/abcd and the destination URL is example.com, your final URL for the paid search link would be centro.pixel.com/abcd/www.example.com.

3. Video completion retargeting
Video completion retargeting is a tactic allowing you to retarget those who have viewed one of your video ads. This can be done when you are setting up your ad within Centro DSP. While this tactic can be turned on to capture those users who have completed ¼ or ½ of your video, I recommend collecting data only from users who have fully viewed the video ad. We tend to see the best performance among those who have fully completed a video view. This tactic is a great way to get more mileage out of your video spend and a great way to bridge upper and lower funnel initiatives.

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Centro recently rolled out new capabilities to its Centro Brand Exchange that are tailored to the political advertising market. This offering will allow newspaper companies to garner more political ad buys through programmatic ad channels, while enabling political groups to reach voters at scale through premium publishers.

Read more in MediaPost.

The calling card of programmatic advertising is reach, and marketers enjoy the ability to generate massive scale for their campaigns in a smart and data-driven way. But if you poll marketers, what’s precluding them from an even bigger commitment to programmatic is a persistent concern around brand safety. According to the IAB, nearly 1 in 3 marketers claim brand safety as the biggest inhibitor to increased programmatic budgets.

Centro DSP has a strong commitment to brand safety, and we employ a variety of first- and third-party technologies to ensure that ads that run through our DSP are safe for businesses and consumers alike. At the same time, our focus is on making sure that campaigns are the most effective possible. One of the recurring questions we get from customers is how to ensure the right equilibrium between safety and scale?

The good news is that such an equilibrium is possible. It requires making a few decisions ahead of a campaign, as well as an understanding of the objectives of the campaign.

First, you and your team need to agree on what level of risk you are willing to entertain. For brand campaigns, awareness that is generated through scale might mean a higher risk tolerance than that for a direct response campaign, which is typically oriented around cost-per-action and return-on-ad-spend goals.

Next, you’ll determine which brand safety parameters are most important to you. You’ll be able to take advantage of Centro’s integration with ComScore’s BidRatings solution, which enables pre-bid screening across a number of variables. These can include things like viewability, invalid traffic, brand safety, contextual categories, page content and site rank. And through our integration with Peer39, we also provide brand safety specifically within the mobile app environment. Keep in mind that screening against many or all of these will reduce a campaign’s scale, so you’ve got to figure out the right tradeoffs between risk and reward.

Then, you can decide if you want to create a ‘block list’ or ‘allowed list’ – sites you want to exclude or include from the campaign. Reasons to exclude may include things like questionable content, or competitor sites, or publishers whose content doesn’t agree with your brand, and many others. An allowed list (a short list of sites you only want to be on) can ensure a high level of safety for an advertiser, but this is one of the most reach-limiting tactics available. Our Customer Success team can provide a master block list, and we refer clients to the Pixalate Seller Trust Index to navigate trustworthy exchange sources.

Finally, once you’ve made your decisions, it’s time to let the campaign run, while keeping a close eye on performance once the campaign is live. With Centro DSPs real-time performance reporting, you’ve got the ability to make course corrections on the fly if campaign reach is not where it needs to be.

The good news is that most brand safety technologies are easy to understand and to utilize, so in short order you should be able to precisely identify the right mix of safety and scale to meet your objectives. Good luck!

VIDEO: Centro CEO Shawn Riegsecker is a guest on the April 18 episode of Business Rockstars, discussing entrepreneurship in Chicago and how Centro is driving change in digital advertising. Segment starts at the 52-minute mark.

See it here:

https://youtu.be/Vde8IPqMGpo?t=52m25s

There are a plethora of ways to precisely target audiences in programmatic advertising. In Centro DSP, we’ve given users multi-pronged targeting tactics they can use to find customers with the right ad, at the right time, and in the right media environment. Here are some techniques for customizing campaigns by language, app, and/or context.

Browser Language

Marketers can target customers by the language setting of the user’s browser. For example, perhaps an advertiser wants to find French-speaking users who may be browsing English websites. Or perhaps the marketer wants to reach all Latin American language speakers, so they’d target browsers set to both Spanish and Portuguese.

When targeting non-English speakers, using browser language as a tactic can help expand reach. It’s an easy alternative to contextual language targeting options. Browser language targeting enables you to find non-English speakers without increasing CPMs due to contextual data provider costs. However, best practice is to utilize both techniques and optimize to the one that works best for your campaign.

See below a sample of browser language targeting options.

App Lists

Centro DSP allows users to target specific desktops using domain lists. Now they can also allow list/block list mobile app inventory. Note that there needs to be some familiarity with the app ID or app bundle name in Centro DSP to create these lists.

Users can create an applist by:

Clicking on the new domain list button
Creating a name for the list a name
Selecting the list type: allowed list or block list
Entering the app bundle names or app IDs (for Android and Apple inventory, respectively).

Here are some of the ways this targeting option can be used:

Running campaigns on a select group of apps -- with app lists, users can build custom lists for each of their campaigns. Users select which apps they want their campaigns to serve impressions on, and if they want to reach users on iOS, Android, or both.
Blocking apps from campaigns -- users can choose a select group of apps they want to block from their campaigns. Perhaps they want to ensure alignment with their campaign goals, and brand image. To do this, advertisers can build a list of apps that they don’t want their ads to be shown on.
Optimizing campaigns - After assessing performance of a campaign, and seeing what apps are generating the best results, advertisers can create an allowed list to target a specific set of apps, and another one to block apps in bulk. Instead of manually shutting off each app that isn’t performing well, a block list with the apps that aren’t doing well can be added to an existing campaign.

Contextual Apps

Third party targeting on mobile app inventory is provided by Peer 39. Users now have access to contextual and brand-protection segments for mobile app campaigns. These can be leveraged to target or block specific app categories, ensure impressions are only served in inventory that is in line with the brand, and serve ads that best match the content interest of the audience.

Try out a few combinations of these and many other targeting options on Centro DSP today.

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