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Programmatic Ad Buyers Can Now Access Private Deals on Brand Safe Inventory;
Centro’s Ad Marketplace of Branded News and Information Sites Has a 95% Quality Rating
CHICAGO, IL – Sept. 23, 2014 – Centro (centro.net), a provider of unified, enterprise-class software for digital advertising, today announced the launch of private marketplaces (PMP) in the Centro Brand Exchange. Approved programmatic buyers such as demand-side platforms (DSPs) and trading desks can now buy pre-set packages of high-value inventory through Centro such as: media endemic to each of the top DMAs; popular content categories; high impact placements across top publisher homepages; and more. Early buyers include Demandbase and Netmining, who are accessing these private marketplaces through Deal IDs in the Centro Brand Exchange.
Buying on ad exchanges is challenging because the quality of media in open environments can be suspect. The Centro Brand Exchange, a select and qualified marketplace, has done the heavy lifting for buyers by carefully vetting and aggregating media from elite news and information sites. Trust Metrics, a provider of measurement standards, gave the Centro Brand Exchange a 95% score based on the quality of its publisher partners, which is more than twice the industry average for ad networks and exchanges. Furthermore, Centro private marketplaces add a level of ease and simplicity by giving buyers and sellers the ability to mirror some of the traditional I/O benefits (accountability in forecasting and delivery, tighter control of placements, etc.) across a vast exchange marketplace.
“The Centro Brand Exchange offers some of the most valuable media available in RTB today. Access to it ensures that we are working with brand safe publishers and quality audiences,” said Dean Vegliante, GM, Netmining. “Centro’s private marketplaces give us yet another option to buy so that we can better tailor to what our clients need in their campaigns.”
“With our focus on B2B audiences, it’s critical that we’re able to serve ads on the most reputable international, U.S. national and local sites for business and finance," said Louis Moynihan, VP of Business Development, Demandbase. “We’re looking forward to exploring the Centro Brand Exchange as an excellent source for reliably and consistently connecting our clients with top publishers.”
Centro’s core business is streamlining digital media operations between agencies and ad sellers.
It created the Centro Brand Exchange as an ad marketplace offering inventory on desktop and mobile from 1,400 national and regional premium news sites with journalistic content. Geared for programmatic buyers that want brand safety, the Centro Brand Exchange acts as a carefully curated supply source with a high quality rating.
“We built the Centro Brand Exchange to give agencies and news publishers a quality-driven, exclusive ad marketplace they couldn’t get from open exchanges and SSPs,” said Katie Risch, SVP of publisher development, Centro. “As we’ve rolled out RTB access to our exchange, we’re seeing interest from DSPs and trading desks because they can trust where their ads are running, drive measurable results and differentiate their value proposition.”
Centro (centro.net) provides unified, enterprise-class software to simplify digital media operations. Our media management platform streamlines and scales ad buys across all channels, accessing both guaranteed and biddable inventory, to achieve any campaign objective. Our holistic approach gives marketers a single system of record to fulfill their research, planning, buying, optimization and reporting needs. Since 2001, Centro has successfully planned and executed more than 100,000 national and local campaigns across all digital display platforms and ad format types. Headquartered in Chicago with 33 offices in North America, Centro’s success and commitment to culture has led to many accolades, including #1 on Crain’s Best Places to Work in Chicago in 2011, 2012, 2013 and 2014.