Our month-long celebration of culture is slowly winding down. To help us close it out, we are bringing you one last look at Centro’s internship program. Eleven weeks long, the program helps interns (or Centerns, as we like to call them) fully immerse in Centro’s culture, understand the business world, and become familiar with the advertising technology landscape at-large. Coffee runs and making copies were NOT part of this intense curriculum!

For us as a whole, the most rewarding aspect of this program was that we saw how much these Centerns grew over the course of the summer. They came in each day with a renewed sense of excitement and for that – and many other things – we truly want to thank them. Their hard work, open minds, and dedication to making Centro a more unique and successful environment clearly showed. If you’d like to learn more about our internship program or to submit your application, send an email to [email protected].

Wilbur Chen, Data Science (Chicago)

University of California, Irvine

I get to work with all sorts of people throughout the design process, and they all give constructive feedback. Knowing that I’m creating something valuable that will help other people really motivates me to do my best. Centro is such a great environment to work in because the people are so passionate about what they do. I love all the learning opportunities at Centro, both within and outside of the Centern program, especially the lunch-and-learns! To prospective Centerns – have fun, go to as many events as you can, meet new people, and challenge yourself! This really is an amazing opportunity for both personal and professional growth.

Megan Duffy, Events Marketing (New York)

University of Connecticut

The most rewarding part of my internship was how much responsibility I was given. My team always felt confident in my ability complete the tasks that I was dealt, and was always there to bounce an idea off of or offer advice when I ran into an obstacle. I was able to see the tangible results of my hard work, and gained so much knowledge and experience because of that. Working among people that are so passionate, dedicated, and driven made me want to be the best version of myself, and I am so proud to say that I was able to work for Centro. To any prospective Centerns out there –dive in head first, don’t be afraid to ask questions, and absorb as much information as possible, because your internship will come and go in the blink of an eye!

Sydney Davis, Media Strategy & Operations (Chicago)

Washington University, St. Louis

I worked with various teams and essentially jumped in wherever I was needed, but my core intern project was planning and executing a pro bono campaign for a non-profit of my choice. I selected The Gathering Place, a cancer support center in the Cleveland area that offers free services to cancer patients, their friends and their families. My favorite part of the program was the sheer amount of responsibility I was given. Planning my own campaign was the perfect hands-on experience I needed to realize just how much I enjoy advertising and more importantly, working at Centro. The people at Centro are passionate, welcoming and straight-up cool, and I’m always excited to go to work.

Earlier this month, Google made an aggressive move by announcing that it would be pulling YouTube video inventory completely off of the DoubleClick Ad Exchange by January 1, 2016. YouTube will remain available through DoubleClick Bid Manager (DBM), Google AdWords, and Google Preferred, its premium upfront offering. All non-Google buying platforms will be locked out.

Brett Wilson of TubeMogul was one of the first to weigh in: "Google has multiple constituents to serve, including its users, investors, and advertisers, but this move clearly wasn’t intended to benefit the latter."

None of this should be a surprise. Google telegraphed this in April when it announced support in DBM for buying YouTube inventory using the TrueView pricing model -- where advertisers only pay for ads that were not skipped. Given that 85% of all YouTube ad inventory is TrueView, that move was a big deal.

So why did Google make this decision? It certainly wasn't about yield optimization. I mean, why wouldn't Google want to optimize the yield of their unsold YouTube inventory by making it available on the open exchanges, and exposing it to maximum demand? The answer is simple: Its analysis probably showed that YouTube's "small" amount of unsold inventory was more valuable to them as a proverbial carrot, to incentivize marketers to use the Google advertising stack, than as mere media to be sold off to the highest bidder.

In other words, it optimized for the value of their whole ad stack, not just maximizing the value for YouTube.

For marketers, it means they can no longer target YouTube audiences using their own first-party data, unless they use a Google audience tag. It also means more complexity for advertisers who wish to buy YouTube video inventory, but don't want to abandon their existing ad tech stacks. However, they can remedy this fresh headache by moving exclusively to Google's suite of advertising products.

During the recent corporate restructuring of Google under the Alphabet conglomerate, it wasn’t a mistake that YouTube, despite being a goliath of a business on its own, wasn't spun off as its own independent entity. It is a highly strategic component of the Google advertising machine, which receives its power and leverage by controlling media, technology, and advertising demand. Google, therefore, is not a merely a search engine, nor a video community, but an obscenely powerful advertising business.

This closed ecosystem approach is the antithesis to the open programmatic advertising model that has evolved over the last several years. Some pundits say this is another nail in the coffin of the open model. Others agree and call the open model a "cesspool" in terms of quality, and that the industry desperately needs the closed model. Regardless of which model ends up winning -- open or closed -- we are at a point in history where large closed companies like Google and Facebook can throw around their weight in ways that must make telecom monopolies jealous.

Some say that this announcement about YouTube is not that big of a deal, and that it is far from the only video inventory in town. There is quality inventory from the likes of DailyMotion Exchange, LiveRail, SpotXchange and other video platforms. As we see more video content move online from traditional TV sources, marketers will soon have far more choice when it comes to online video advertising. One could even argue that these are higher quality choices -- as opposed to the user-generated content that dominates YouTube (which many marketers avoid for that very reason).

One advantage to marketers, however, in a world of Facebook and Google dominance, is the ability to truly solve the cross-device, cross-channel targeting, measurement, and attribution challenges of digital advertising, given the scale of those ad tech giants and the sheer volume of identity data they own. Marketers could, in theory, enter in-depth relationships with Facebook and Google to get a better, more personalized view of their customers, and better understand the true effectiveness of their ad spends.

On the other hand, this is a clear signal of what we can expect as companies like Google seek to gain dominance, not only in the video sector of online advertising, but in the digital advertising ecosystem as a whole. With options narrowing as large companies consolidate the industry, it's only a matter of time before advertisers are truly beholden to a few full-stack players.

Will these few ad-tech overlords be benevolent and continue to "do no evil," or, once they have that complete advantage, will they lean more heavily towards decisions that maximize shareholder value when it suits them? What do you think?

Learn more about Programmatic Advertising by Centro.

Centro’s internship program extends from our home base in Chicago all the way to our San Francisco office where four lucky Centerns joined our data science team for 11 weeks of real-world learning.  They focused on revenue forecasting and data management, two key areas of expertise for modern businesses.

Sounds cool, right?  Let’s read what these Centerns had to say.  If you’d like to learn more about our Internship program send an email to [email protected].

 

Jerry Chen

UC Berkeley

“One of the many things about data science that excites me is the idea of prediction and my work this summer has taught me a great deal on how to make more accurate predictions based on first-party data. To prospective Centerns, this is a great place to learn and work. The people are great, the work is meaningful and overall, and the experience has been extremely worthwhile.”

 

Edith Ho

UC Berkeley

“As a statistics major, I have always been very excited to have the opportunity to work with real-life data. My favorite part about being a member of the data science team is everyone’s encouraging attitude towards branching out from comfort zones and learning new things. In addition, having an extremely approachable manager gave me the opportunity to try new ideas. To prospective Centerns: don’t feel intimidated to take initiatives and ask people questions. Everyone at the office is very helpful and supportive. The more thought and effort you put into your work, the more you get out of it!”

 

Caleb Chuck

UC Berkeley

“What drew me to Centro’s data science internship program was how well it aligned with my academic interests, especially in machine learning. I am able to apply my knowledge of statistics and statistical programming by analyzing first-party data. Tackling fascinating problems with the freedom to explore and build my own understanding is rewarding, specifically because I get to brainstorm real solutions with the senior developers. Here, I enjoy the opportunity of finding proper solutions to real issues. The atmosphere and people at Centro are very welcoming and I feel grateful to have worked with some incredibly smart individuals.”

 

Kelvin Fann

UC Berkeley

“I knew this unique opportunity would allow me to work on challenging problems and offer plenty of room to learn. My managers always made time for any questions I had and allowed me access to all the resources I needed to figure out the challenges laid before me. I sat in on most architecture-design meetings, which made me feel extremely integrated in the team’s decision-making. This not only allowed me to see how the entire design process works, it gave me invaluable insight into why certain choices are made. Overall, I had an excellent time with Centro. I was constantly challenged but never overwhelmed. My work was always meaningful.”

In January of this year, Centro began a slow, systematic brand evolution – scheduled to unfold over the course of the first half of 2015. We’ve spent almost a year from ideation to release, thoughtfully building a brand that truly reflects the company we are today.

The inspiration for this evolution is in no small part due to our tremendous growth over the past decade. In that time, we’ve added an enormous amount of smart, talented and caring people that call Centro their home away from home.

Be sure to check out the careers page of our website. Go on, take a look. We’re especially excited about the brand-new (pun intended) video featured on this page. This video offers a quick glimpse of our employees — a band of characters with character, united by an enthusiasm to build a better industry.

Don’t forget to check out our manifesto while you’re on the jobs page, too. If what you see here sounds like you or someone you know, head over to the job listings. We have lots of room for smart, talented folks who want to join the Centro family. Maybe that’s you?

Watch it on YouTube!

With their growing population, yearning to be homeowners, and strong sense of entrepreneurialism, Generation Z is causing quite the commotion among marketers. And now, they’re catching the eyes of employers, too. Like Millennials, Gen Zers are driven and motivated – attributes mirrored in their desire to find their dream job. In fact, the majority (32%) of Gen Zers surveyed by Adecco Staffing stated that their greatest aspiration is to be in the perfect position within 10 years from now. In addition, 36% believe that career growth is the most important aspect of their first job – a statistic that has caused many employers to change the way they recruit talent. In order to successfully attract and retain this next generation of employees, employers need to provide professional development and growth opportunities. Friendly workplace cultures with flexible schedules and transparent salaries are not enough for Gen Z. Learn more about what Gen Zers are looking for in this article from Fortune>>

Every year, Centro sponsors a free health screening for all employees and encourages 100% participation across the company. Those that participate enjoy 30% off healthcare premiums for the year.

Employees and their spouses may reserve a time for their screening and enjoy a full brunch buffet when the tests are over. Throughout the day, 10 minute chair massages are available for Centrons to continue the wellness process.

Wellnesspalooza is just one of the many ways Centro takes care of their employees. Centro also offers a robust health insurance plan for employees and their families – including medical, dental, vision and preventative healthcare. Employees are encouraged to take care of themselves as well- so Centro sponsors a gym reimbursement program and offers each employee a funded Health Savings Account. As a result of these programs, Centro employees are not only some of the happiest, but also the healthiest.

Get the popcorn, because you're in for a title bout in the newest chapter of our #CentronShorts story. In these brief accounts, we're giving you a special look at the people who make Centro the great place it is, the Centrons! Please enjoy today's story and be sure to check us out on Instagram, @centromedia.

#CentronShorts: The Stories Behind the Shots MMA is to Adtech like … By Audrey Pang I’ve always been athletic. As a child I took swimming and figure skating classes. Normal, right? But then in middle school I discovered wrestling and fell in love with the sport. I went on to wrestle in a Division I men’s college program and even competed internationally for a couple of years after. Finally, in 2008 I gracefully retired from wrestling…and picked up Mixed Martial Arts. One of the most exciting aspects of MMA is the different types of fighters and their diverse backgrounds. Each fight features a unique set of strengths and weaknesses which makes for unpredictable and thrilling outcomes. Most elite fighters, while good in many areas of combat, usually have a strong foundation in at least one discipline. This foundation serves as an inner reservoir of strength to be tapped and leveraged for their winning strategy. For me, to become a better fighter, I built on my wrestling background with rigorous cross-training in other martial arts like boxing, Muay Thai, and Brazillian Jiu Jitsu. The current ad tech landscape and Centro remind me of MMA. We’ve got hundreds of companies in the space, each with their own strengths and weaknesses, aggressively competing to win. To be great, you need a range of skills built on a solid foundation. Centro is a great MMA fighter – we’ve got a strong foundation in digital media along with a powerful team that lives its values through our Raving Fan service. We bring a diverse and complimentary set of skills, along with solutions that are perfectly designed, to deliver the business outcomes our clients seek. I love working at Centro because its fast-paced culture and entrepreneurial spirit allow me to grow and tackle new challenges with the same vigor that I once entered the cage with. Visit Audrey's page, @oddaymon, for more! #CentroLife

A photo posted by Centro Media Inc. (@centromedia) on Aug 19, 2015 at 8:03am PDT

From Gen Z’s growing population to its significant planning for the future, this young generation is making waves among marketers as an up-and-coming force to be reckoned with in all aspects of life – including entrepreneurialism. This ambitious group of youngsters is not settling for a routine nine-to-five career and prefers to call their own shots by starting companies and living life according to their own rules. In fact, 61% of high school students and 43% of college students would rather be an entrepreneur instead of an employee when they graduate college. Unique resources and programs, as well as an abundance of attention from colleges, parents, and mentors, have all contributed to this entrepreneurial mindset that is emerging among members of this generation. Find out more on Entrepreneur.com>>

Across the country, Centrons strive to give back to the community through volunteer efforts with a desire to make a difference in others’ lives. Check out a few of the organizations and places we’ve been lucky enough to commit our time to:

Big Brothers Big Sisters
Bowling for Kids’ Sake Tournament
Dallas

Each year half a million people across America come together to have fun and raise money to support Big Brothers Big Sisters, an organization that helps children realize their potential and build futures through mentoring programs. Our Dallas team decided to give back to the organization by raising money and taking part in a Bowling for Kids’ Sake tournament to raise community awareness of the challenges faced by local children. For more information on the organization, visit http://www.bbbs.org/

Camp Kindle
HIV/AIDS Relief
Los Angeles

Camp Kindle has one mission in mind: to improve the quality of life for young people infected with or affected by HIV and AIDS. The camps provide HIV infected and affected youth residing throughout the central and western United States with a safe and accepting refuge from the challenges of living with HIV. A few peeps in our LA office volunteered to setup for the camp’s evening program, by helping prepare a carnival-themed night. They also had dinner with the kids, sang camp songs and ran activities during the program. To learn more about Camp Kindle, check out the camp’s website http://www.projectkindle.org/.

The Hole in the Wall Gang Camp
Children with Terminal Diseases
Connecticut

At The Hole in the Wall Gang Camp, children diagnosed with cancer, sickle cell anemia, HIV/AIDS, hemophilia and other serious and life-threatening conditions participate in activities that include archery, mini golf, swimming, boating, fishing, horseback riding, and arts and crafts – all designed to include every child and ensure that no child will fail. Our New York office took a trip to Connecticut to learn more about the camp, paint fences and setup cabins for the new camping session. Check out the camp’s video library on its website, http://www.teamholeinthewall.org/, to learn more.

Leukemia & Lymphoma Society
Light the Night Walk
New York City, Boston, and Chicago

The Light the Night Walk is a fundraising campaign of The Leukemia & Lymphoma Society (LLS) which brings together families and communities to honor blood cancer survivors, as well as those lost to the diseases, and shine a light on the importance of finding cures and providing access to treatments for blood cancer patients. Centrons across three of our main hubs: New York City, Boston, and Chicago have raised funds for walks in their respective regions. For more information, visit www.lightthenight.org.

Columbia Explorers Academy
Letters to Santa
Chicago

Every holiday season, Centro participates in the Chicago Sun-Times’ Letters to Santa program by being Santa to children in need. The program works with schools, social service agencies and shelters in poverty-stricken neighborhoods to identify children who are in need of assistance. The Chicago office expects to receive over 50 letters from the Columbia Explorers Academy, a K-8 school located on the southwest side of Chicago, where 97.9% of the students who attend come from low income families. Centrons in the Chicago office read through their letters and will help Santa deliver gifts to these students.

Revive Crotona Park
Park Cleanup at Digitas LBI
New York

Two Centrons from the New York office supported and participated in Digitas LBI’s community service day. A combination of overuse and limited resources had left areas of Crotona Park in the Bronx community in need of restoration. The group traveled to the park with one goal in mind: reviving it. They spent the day picking up garbage, raking, mulching, planting, and more.

Jackson Chance Foundation
Playing It Forward Ping Pong Ball Tournament
Chicago

The Jackson Chance Foundation (JCF) was instituted in an effort to enrich the lives of families with babies in the neonatal intensive care unit (NICU) at Ann & Robert H. Lurie Children’s Hospital of Chicago by allowing the families to spend more time with their babies. The group provides transportation and parking to families to ease the burden of the astounding parking fees that are preventing too many families from visiting their children. Centrons took part in the Second Annual Playing it Forward Ping Pong Ball, which featured four hours of table tennis fun with rounds of games and matches between event attendees, with all proceeds benefiting the Jackson Chance Foundation. For more information on the foundation, check out www.jacksonchance.org.

Children With Hair Loss (CWHL)
Hair Donation
Chicago

Children With Hair Loss was created as a resource for all children who have medically-related hair loss. It is the organization’s mission to empower these children to become whole again by making hair replacement available to those who may be financially challenged and might otherwise not have a means of obtaining the hair they want and need. One of our Centrons in the Chicago office graciously donated eight inches of her hair to the organization. To learn more about CWHL or to learn how to donate your own hair, visithttp://www.childrenwithhairloss.us/.

Direct Relief for Ebola
T-Shirt Drive
South Africa

Ebola is a disease that is rapidly killing thousands of people in West Africa, and in several other parts of the world. Organizations like Direct Relief and UNICEF are trying to provide aid, but they are lacking the funding and supplies needed to make the desired impact. A Centron in our Chicago office designed a t-shirt inspired by a microscopic view of a blood clot (that also resembled the African continent and a heart!) and reached out to the entire company for sales. All of the proceeds benefitted Direct Relief for Ebola.

As Green As It Gets
Environmental Improvement
Guatemala

A group of Centrons spent a week in Guatemala working with As Green As It Gets, an organization that is dedicated to providing economic, environmental, and social improvements by supporting the local community through various projects.  Some members of the group helped coffee farmers harvest their crops and complete agricultural duties, while others helped build a Guatemalan school. Several peeps also had the opportunity to participate in an artisan workshop where they learned how to craft and produce a product alongside a local artisan. To learn more about the impact of this organization, check out http://www.asgreenasitgets.org/.