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SiteScout Makes Programmatic Video Advertising Simple and Accessible for Any Marketer; Delivers One Buying Platform Encompassing All Major Digital Channels ...
There’s no question the historical, labor-intensive method of buying media has been disrupted. Today, marketers don’t even need an IO or a relationship with a publisher, as they can log into a system to buy media in an automated fashion. However, programmatic video hasn't quite evolved the way traditional display advertising has.
The effect of real-time bidding (RTB) on publishers has been well documented. Such insights have often focused on the challenges RTB poses for publishers, including how it negatively impacts their direct advertising revenue and relationships.
Centro announced the acquisition of SiteScout, a leading self-serve, RTB platform based in Toronto, Canada. I started the company 12 years ago with the goal of automating site-direct media buys, and streamlining the tedious and manual processes that plague both agencies and ad sellers. For Centro to realize its vision – which is to address the entire spectrum of digital – we knew that adding RTB capabilities was necessary. After a thorough evaluation of players in the market, our choice was clear. I’m thrilled to welcome SiteScout to the Centro family.
Brand managers, it’s 10 PM. Do you know where your ads are running? For many, the answer isn’t pretty. Last week, Digiday posted an article highlighting just how sloppy some of the biggest online ad networks and exchanges have become. The article points to large brands such as Nissan, Sherwin-Williams, Wolverine Shoes and Polaris finding their digital ads running alongside some of the most horrific content imaginable.
Analyst firm eMarketer recently interviewed Centro’s EVP of media services, Scott Neslund. Log on to www.emarketer.com (subscription required) and download the full report, “Reasons for the Rise in CPM Prices.”
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