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We are excited to spotlight the Pioneer News Group as our August partner of the month! In just six short months since launching its first market, the group has managed to build a business with a run rate that has exceeded $250k in annualized retail revenue!
Eric Johnston, the organization’s chief operating officer, indicated that many factors have contributed to the success of Pioneer News’ digital extension strategy. “We developed an internal digital agency for extended sales –and Centro DSP fit perfectly into our sales mix. In recent years we had also seen strong sell-through rates for our own newspaper.com sites – in many cases we were selling out of local inventory – and this provided our teams with a much greater universe in which to operate,” Johnston said.
Johnston also cited that the centralization of the organization’s fulfillment and buying has been a critical component to its strategy. “We have focused the expertise for this project into one of our markets and shared it across the company. This allows for greater accuracy, consistency, and campaign management across all of our markets,” he noted. Matt Kershaw, Pioneer News’ designated customer success manager at Centro, has worked with the team since day one and mentioned that he has “seen tremendous growth from Pioneer News Group in terms of the buying team’s knowledge of the space as well as the company’s efficiency in executing complex campaigns.”
The group’s impressive growth did not come without hurdles. Johnston indicated that moving from selling specific sites to selling total audience was a paradigm shift for the sales teams. “We are providing in-market training for all of our sales teams this year to help them understand the difference in sales methodologies, and so far we are seeing strong results. We serve community markets – sometimes on the fringes of major metros – and this has been an important tool for us to introduce our customers to the larger, targeted consumer audience,” Johnston concluded.
The Value of Non-Working Media Dollars
Marketers have traditionally categorized media spend into working and non-working dollars. Working dollars pay for the media, while non-working dollars go toward markups and tech fees. Some marketers might feel uncertain about the value of those investments, but the non-working dollars ensure the quality of service and success of an advertising campaign. Although programmatic technology allows for real-time automated buying, successful campaigns require a highly-skilled operations team that is able to monitor and optimize campaigns in real-time. Learn more value on AdExchanger.
Mobile Tech Working for Small Business Owners
Recent research from Manta found that 80% of small business owners are using mobile devices for business purposes at least once per day, with 55% of owners scheduling appointments and communicating with customers via mobile. Nearly half of all small business owners surveyed also accessed mobile apps for business between two and three times a day. All of this points to a higher demand for mobile content consumption among small businesses, which in turn, has resulted in less time being spent on desktop computers. Check out the full results on eMarketer.
A new week calls for a new set of some of the hottest jobs in adtech! Since Centro started, we’ve had one goal: improve the lives of the people behind the campaigns. That’s why we build media management software to help people reach their business goals, faster and more efficiently. In an industry of rapid growth, it’s imperative to have the brightest people tackling the toughest challenges and developing the best solutions.
Interested in joining the Centro team? Check out our hottest tech openings of the week and apply today.
Technical Product Manager - Toronto, Canada
Centro is looking for an enthusiastic and highly talented individual to join our team working on the Centro RTB Platform. As a technical product manager, a successful candidate is steeped in the world of advertising technology, with a strong connection to the engineering that’s involved. The role will have a direct impact on growing the business by helping to evolve our real-time bidding platform.
Senior Data Engineer – San Francisco, California
You will help us build and evolve our data infrastructure and related SaaS products that process, transform and analyze data resulting from over 100 Billion transactions every day. Utilizing the latest technologies, our platform applies cutting-edge techniques in data science and engineering to glean invaluable insights and provides automated optimization for our customers.
Software Engineer, Backend – Toronto, Canada
This role will be responsible for building out new products while updating and expanding our existing offerings. Core functions for the position include developing and improving Centro’s highly scalable real-time bidding platform, which processes 30B+ auctions, each within milliseconds, every day. You will actively help drive innovation for new products and services. Our software engineers enjoy rolling up their sleeves and writing code!
Our culture month celebration is hitting full steam! The greatest proponents of our culture are the Centrons, so what better way to highlight our culture than to pay homage to our amazing employees? Check out this edition of Working at Centro: A day in the life.
In these brief accounts, we’ll introduce you to a variety of job titles as well as the amazing people who hold these positions. From account supervisors to media planners, events coordinators and more, we’ll offer a behind-the-scenes look at what it’s really like to work here at Centro.
Without further ado, it is our pleasure to introduce Christine Kim, Account Management Supervisor of Channel Sales. Take a look at how Christine found her way to us, why she loves it here, and how she makes Centro an even better place work on a daily basis.
What is your current role at Centro? Give us a snapshot of what this role entails.
I am currently an Account Management Supervisor for the Channel Sales team. My roles consist of two major components:
What interested you in Centro and your particular position?
What interested me at first were the people. Every person I encountered who worked at Centro was incredibly helpful – in a way that I had not experienced in the industry anywhere else. Having worked on the agency side for most of my career, I had worked with many partners and Centro always stuck out to me as the vendor that always went above and beyond.
After doing more research, I quickly realized that what set Centro apart were two main things: the development of technology and the people. I learned that when you invest in people, they invest back in the vision and technology you are building.
I was interested in the Channel Sales team position for many reasons. I had heard a lot of feedback that the team was amazing (it really is!) and that the leadership was strong. Channel Sales also brought a different twist to the industry and I was fascinated by all the growth they had made in the past four or five years. I knew there would be so much opportunity for me to grow and for me to help – and to be totally honest, every ounce of me knew that this was the right move. Everything about it seemed right! I never thought I would say that about a job, but it’s the truth!
Centro offers a wide spectrum of perks and benefits. Which one is your favorite/what have you found to be the most useful perk?
My favorite perk about Centro is the management training sessions with Shawn (our CEO). I learn so much during these sessions and the fact that he is willing to meet with the management team to teach, listen and mentor in a small group speaks volumes about what Centro is about. Most importantly, it has taught me to be humble and always challenges me to be my best.
What is Centro’s ‘Change the World’ day and what did you do for yours?
Well, one day a year, Centro allows you to pick a day and volunteer at one charity or non-profit of your choosing. But I didn’t do one big event. Instead, I took the day to do 31 random acts of kindness. Some of these acts included buying groceries for the person behind me, writing handwritten letters to thank people who have impacted my life, leaving Starbucks gift cards in my building’s elevator, taping dollars to the vending machine, adopting a soldier, etc. It was an amazing day and I can’t wait to do it again!
What is your favorite hobby outside of work? How has Centro encouraged you to pursue your goals outside of the office?
My favorite hobby outside of work is my dog. I love snuggling up with my dog and reading a good book.
For a very long time, I struggled with balance in my life. One of my goals this past year was to have more balance. I don’t mean a work/life balance –leaving work at 5 PM and coming in at 9 AM. I mean more balance in regards to not thinking about work and not having anxiety about going to work, as well as being more present when my family and friends are talking to me about important things that are happening in their lives. These were things I simply never had done or understood before. However, with the mentorship and leadership of people at Centro, I can truly say that I have achieved more balance in my life. No longer do I come into work feeling a sense of anxiety, but instead I feel as if I am walking into a place that is helping me grow and is supportive of me. Because of that, I feel as if I can let go of “work version” Christine or “home version” Christine and just be Christine. That in itself is so empowering and helped me achieve this goal.
If you could add one new thing to the office, what would it be?
Either more conference rooms or a nap room!
If you were trying to convince someone to work in your group at Centro, what would say to them?
You know the best part of family and the best part of all your friends? That’s Channel Sales for you.
Twitter or Facebook?
Instagram, duh!
Apple or Android?
Apple
Coffee or Tea?
Coffee
Gryffindor or Slytherin?
I had to Google what this meant! I never got into the Harry Potter series so this was a difficult question to answer. I asked my cousin –who had read the entire series, and she told me I was Ravenclaw.
We hope you enjoyed this sneak peak into the mind of a Centron. Please have a wonderful week and make sure you are back next month to see our next Centron profile.
Business Insider reports that Instagram, the widely popular photo-sharing app owned by Facebook, has turned on its advertising API, allowing a handful of tech partners to facilitate more ad-buying on the platform. This lowers the wall for brands that want to advertise on Instagram and automates the process some more. Previously, ad opportunities on Instagram were reserved for marketers who had a large ad budget. l. On a related note, Centro’s Shira Brenman gave an overview of this development earlier this summer during Instagram’s testing phase. In the coming months, users will be exposed to more and more ads… er, sorry, ‘content’ from brands. Furthermore, the frequency of this content will increase as more and more Facebook are approved to run ads. Is this yet another tactic and channel for programmatic native advertising? Yes, but it also depends on the marketer’s ‘content’ and how well it is targeted in a user’s feed. Now, the more challenging question is whether or not it is possible to dynamically create personalized ads that fit naturally with the photos around it, and do it with massive scale for a marketer’s multiple offerings.
Why Some Publishers Don’t Work with Ad Tech
Mike Shields of the Wall Street Journal highlights a few digital-native publishers who are not with ad tech vendors to monetize ad inventory. These publishers are relying more on selling premium native ad products. . However, these publishers aren’t snubbing all kinds of tech vendors. Many publishers typically engage with content recommendation companies to drive more traffic to their sites. It remains to be seen if the model can work. Many types of native ad products (such as sponsored content) do not scale very well because of the amount of time and customization they require from both advertisers and publishers. As mentioned above with the Instagram example, native could scale if programmatic buying (and selling) elements were added to it. Ultimately, if it’s difficult for advertises to buy ads on a site, the potential loss of ad dollars tends to sway publishers into changing their ways. Let’s see who breaks in this digital media game of chicken.
More from the Wall Street Journal
How a Large Ad Marketplace Gets Infected with Malvertising
Tim Peterson of Advertising Age conducts a Q&A with cybersecurity firm, Malwarebytes, to discuss how ads become infected with malware and how it spreads. The conversation is driven by a recent incident where a “malvertising” attack was spread via Yahoo’s marketplace. The malware problem stems from a lot of issues but the biggest of them could be the vulnerabilities of Adobe’s Flash software. Flash is used to make digital ad creative more dynamic via moving graphics and video but poses concerns related to CPU usage, security, and more. Malwarebytes researcher Jerome Segura explains that open-sourced HTLM5 (an alternative to Flash) allows anyone to identify vulnerabilities and submit fixes. However, it’s not an easy switch, as Segura points out that many sites and games still use Flash. For more on Flash vs HTML5, Centro creative director, Martin Betoni, gives a take on the topic. Now, in the case of large ad exchanges being infected with malware, this is a result of bad actors, which are harder to weed out because of the amount of buyers connected to the exchange. It’s like operating a large flea market – it would be difficult for the organizer to inspect every single buyer walking through to see if the buyer is using counterfeit cash. The best defense is making sure patches are installed and devices have the latest security updates.
That's it for this edition of the #ProgrammaticZeitgeist. Stay tuned for more programmatic news!
For some, being an intern meant that one was destined for most mundane tasks: coffee runs, endlessly making copies, and stacks of business cards waiting to be uploaded into Salesforce. But times are changing and the need to cultivate loyal, long-term talent has never been greater.
This summer, the internship program kicked off in Chicago with 13 Interns, or Centerns, hired across nine different teams. For an exciting 11 weeks, these interns were given hands-on learning experiences with real ad campaigns and projects to enhance their growth and foster development. What makes this program special is Centro’s inclusion in Chi Interns Unite, a group of technology companies that rotate hosting panels and social events for the interns so they can not only learn as much about the tech space as possible but also build their networking skills.
Today, we bring you testimonials from four of our Centerns about their experiences at Centro. If you have more questions about our Internship program or would like to apply to be a part of the program, please reach out to [email protected].
Quentin Heard, Audience Buying Group
Northeastern Illinois University
“Some days, I’m pacing campaigns for all the regions to alleviate any pressure on the buyers. Other days, I’m pulling reports for specific projects. I’m also part of a larger project that incorporates Centerns from other departments and involves planning, building, launching, and optimizing a campaign. I knew I wanted to work in the programmatic space after being exposed to it during a previous internship. I couldn’t have been luckier to be able to combine the opportunity to work in RTB and do it at such a cutting-edge company like Centro. After reading so many great things, there was little needed to persuade me to become a Centern. The greatest part of this experience is the amount education and resources available. No one here wants to hold anyone back from reaching their potential.”
Grayden Smith, Paid Search Team
Loyola University, Chicago
“Centro attracted me because of its culture and the idea of hands on experience. The team has allowed me to work directly on multiple client projects, in all aspects of their campaigns. It’s incredible the amount they’ve trusted me to accomplish on the various projects I’ve been entrusted with. It makes my confidence in my own abilities skyrocket being able to own my work, learn by getting my hands dirty and actually contributing to various ad campaigns daily. Centro’s culture of being kind, friendly, and motivated really makes an impact as well. Everyone is courteous and never hesitates to lend a hand. Between the work and the environment, I’ve learned tons of practical skills in relation to my interests and reinforced my belief that kindness goes a long way in the workplace. I take pride in telling people where I’ve worked this summer!”
Henry Rizzi, Data Ops
Vassar College
“Learning new things every day and further understanding all the moving parts of Centro’s software has really furthered my understanding of the business. This hands-on experience has given me a solid foundation with data and reporting, and has given me a better idea of what I want to do in the future. To anyone thinking of applying for Centro’s internship program, it’s a great experience. The culture is amazing and all the people I’ve met in the company are upbeat and passionate about their jobs. There will be lots of challenges in whatever discipline you’re working, but part of learning is facing challenges and growing from them.”
Lucy Chen, Data Science
UC Berkeley
“When I started looking for internships last year, I was attracted to Centro because of the size of the company and because it is positioned in a rapidly changing industry. I wanted an internship where I would have an abundance of responsibilities and a space that required rapid learning. Centro’s people and its dedication to its work far exceeded my expectations. For example, since Data Science as a field is still growing and changing, the team here is committed to furthering their education. We have weekly lectures where each team member presents on a different topic in the field. Similarly, Tech at Centro has regular Lunch-and-Learns. I’ve had the opportunity to work closely with the team on the development of a new pre-planning campaign tool unlike any other in the ad tech industry. It has been a challenging task and one that I couldn’t have had at a larger company.”
Make sure you stay tuned for more testimonials from our fantastic Centerns!
Last December, Instagram announced that it surpassed 300 million active users. Though impressive, it still has a reputation for being frivolous. But with the rise of photo blogging, this seems to be coming to an end. Blogs like Humans of New York stormed the social media sphere and developed the unique ability to put a story to a face. Drawing upon the human condition, they’re able to link a single photo to the broader story of the subject’s life and insert the viewer right in the middle.
Its boom in popularity opened many doors for individuals and companies alike to try their hand at this unique style. – Centro included. That’s the purpose behind #CentronShorts; to give you a new view of the Centrons – their lives, struggles, and successes – and show you a side to Centro’s culture that you’ve never seen before. They may not be selfies, hot dog legs, or #foodgrams, but we are certain you will enjoy!
With culture month kicking into high gear there is no better time to sit back, take a deep breath, and reflect on what being a Centron is all about. So with our corporate Manifesto in mind, that’s exactly what we decided to do. Focusing on the Manifesto’s core values, which include dedication, idealism, growth, unselfishness and courageousness, we asked a few of our Centrons to share their own stories of gratitude. Here are just a few reflections from our employees.
Tannis Mckenna, Account Lead (LA)
For the past few years I’ve been involved with the American Cancer Society’s endurance running team, Determination. It’s more than a running club – it’s a team with a purpose. Every single participant who has chosen to dedicate their miles to supporting cancer research is an inspiration to me. The stories they share, the money they raise, and the dedication to their training and promotion of the mission encourages me to always work towards the best possible version of myself.
Every season we have a couple hundred people who have the courage to push themselves to do something extraordinary. They run not just to cross the finish line, but to support a really important cause, with the end result of allowing more people to celebrate more birthdays. They are my hype team and I’m incredibly grateful to have them in my life!
Michael Thill, Director of Client Development (LA)
Prior to joining Centro LA, I called the Centro Dallas office home. The people of Dallas, along with the rest of the southeast and southwest ad community, created the DREAM Fund, which provides emotional and financial support to advertising professionals whose lives have been impacted by severe hardship. After Hurricane Katrina, much of the donations were rushed to help families facing months and years of rebuilding. Through my 7+ years in the Dallas ad community, I was able to witness firsthand the impact this fund had on my peers and the assistance it was able to provide.
However, the fund had little recognition within the digital advertising community and when Centro heard this, the Dallas crew decided to join forces and create a concert series to generate awareness and donations for the DREAM Fund. The turnout for the first event was incredible and as the word spread, so did the many more evenings with the same concept in mind: grow awareness among the digital ad community about a wonderful cause. We ended up raising thousands of dollars, and I was so grateful for not only the opportunity to be a part of it, but to also hear the amazing stories of those impacted by the donations. My time helping with the concert series in Dallas reminds me that we all have so much to be immensely appreciative for.
Bryan Rotunno, Director of Client Development (CHICAGO)
In my four years at Centro, there were plenty of moments that caused me to reflect back and think about how lucky I am to work at such a great place. I feel so grateful to play a small part in the growth we’ve achieved and the things we’ve accomplished as a company. Centro’s recent winning of AdAge’s “Best Place to Work” has, more than any other time I can remember, caused me to pause and be thankful. This award has reinforced the idea that you can have a company that is incredibly tough, self-disciplined, and accountable, while still maintaining an incredibly fun, transparent, supportive, and team-oriented culture. That’s a tough balancing act, after all—many companies have tried it, but few have actually succeeded.
I know that being a part of this culture and mindset has made me a better person, leader, teammate, and student of the industry. I’m more thoughtful in everything I do. I’m more acutely aware of areas of self-improvement. I’m more proactive in helping others in need, and asking for help when needed. These are things that take time and focus. But they’d never happen without the great fortune to work at a place that puts a premium on not only company growth, but personal growth and development as well. After all, as Shawn always says, the two truly go hand-in-hand. With our AdAge award in hand, giving thanks has never been easier or more top-of-mind for me. Thank you, Centro!
Want to hear more inspiring stories? Stay tuned for upcoming posts on Centrons Changing the World and the Centro Giving Tree – two features that highlight our culture.
Centro, a Chicago-based provider of unified, enterprise-class software for digital advertising, recently rolled out its demand-side platform (DSP) for publishers. Katie Risch, Centro's senior vice president of publisher development, talked to NAA about the ad-buying technology tool.