Centro Automates Recommendations For First-Party Data Contextual Targeting

"Centro this week plans to release what it calls a privacy-friendly, cookieless targeting engine that automatically recommends contextual targeting categories based on a marketer’s best-performing audiences.

The Basis platform is the first demand side platform (DSP), per the company, to offer contextual category recommendation targeting. Basis is a software that consolidates digital operations across programmatic, direct, CTV, search, and social campaigns...

Peer39, a provider of pre-bid keyword, contextual, and brand safety technology, powers the feature put together by the two companies.

Advertisers use the feature to analyze the overall performance metrics of a brand or a campaign such as impressions, conversions, completion rates, general key performance indicators (KPIs), and more."

Read more in MediaPost.