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Major Latin American Agencies Choose Basis by Centro for Programmatic Advertising and Automation
Chicago – September 23, 2019 – Centro (centro.net), a global provider of advertising technology, announced continued growth in Latin America with the addition of Manuel Ramos Bernard as country manager in Mexico. He reports to Centro’s VP of international, Felipe Velasquez, who is based in Toronto, Canada.
The appointment follows cross-continental adoption of Basis by Centro, the industry’s most comprehensive, automated, and intelligent digital media platform. Basis is the only software solution consolidating digital operations across programmatic, direct, search, and social campaigns. To learn more about Basis, visit: www2.centro.net/basis.
“Centro is experiencing profound sales growth in Latin America because agencies recognize the unique approach of our technology in automating all major aspects and processes of digital media organizations,” said Tyler Kelly, president of Centro. “Manuel Ramos Bernard brings an incredible depth of knowledge about digital user behaviors and the requirements of brands and marketers in Latin America.”
Ramos Bernard is based in Mexico City, where he focuses on expanding both Basis adoption and his sales team, while ensuring the success of an already sizable customer base in the region. He joins from Logan, Latin America’s leading mobile marketing company, where he played multiple roles including media buyer director, regional and Mexico sales director, and product and innovation director. Centro is gaining momentum in the region, recently announcing Publicis Media as a customer in Argentina, Chile, Mexico, Panama and more. Over the past three years, Centro’s international revenue has a 43% compound annual growth rate.
“Centro has planted solid roots in Latin America. We have an enormous opportunity as more and more people are accessing digital media content, which is generating ad spend for display, mobile and video,” said Ramos Bernard. “Basis is gaining traction because agencies want world-class programmatic advertising technology that weaves tightly with reporting and business intelligence for all major channels.”
About Centro
Centro (centro.net) is a provider of enterprise-class software for digital advertising organizations. Its technology platform, Basis, is the first of its kind SaaS advertising solution unifying programmatic and direct media buying, along with workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It boosts media team and business performance by enabling advertisers to plan, buy and analyze real-time bidding (RTB), direct, search and social campaigns in a single platform. Headquartered in Chicago with 40 offices in North America, Centro has received numerous accolades for its commitment to employees and workplace culture.
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Contact:
Anthony Loredo
310-573-8776
Recent Episode Features Publicis Groupe Chief Growth Officer Rishad Tobaccowala
Chicago – August 27, 2019 – Centro (centro.net), a global provider of advertising technology, released the latest episode of its monthly podcast, AdTech Unfiltered. The podcast dissects and discusses key concepts and ideas in ad tech, digital media and advertising. A recent episode features Publicis Groupe’s chief growth officer, Rishad Tobaccowala, a pioneer in digital marketing for over 35 years. Rishad shares execution strategies for advertisers to stay fresh for their customers and peers.
Hosted by Centro’s senior director of media innovations and technology, Noor Naseer, the podcast features industry experts providing insight into the topics, tactics and technologies that are shaping the future of a digital-first industry. Past episodes have reviewed media automation, influencer marketing, ad budget allocation and personalization of ad experiences. Future episodes will explore data, OTT, television and mobile location.
“Media professionals have to navigate a digital media world littered with buzzwords and acronyms. They need to make sense of industry concepts that they will come across as they progress in their careers,” said Noor Naseer. “Centro’s podcast provides an easy avenue to get educated on vital aspects of the advertising technology landscape.”
AdTech Unfiltered is part of Centro Institute, which operates diverse educational programs covering important topics in digital media, including programmatic buying, connected TV, AI/machine learning, audience data, audio, brand safety, technology, and more. The educational programs and content ranges from fundamental knowledge to advanced and expert best practices. The educational programs and events -- which include workshops, webinars, guides and more -- are designed to empower all who work in advertising, with some custom events, created exclusively for Centro clients. AdTech Unfiltered is available on most podcast apps and popular channels including Apple Podcasts, Google Play, Spotify and more. Learn more here: centro.net/podcast.
Centro operates Basis, the industry’s most comprehensive, automated, and intelligent digital media platform, and is the only software solution of its kind to consolidate digital operations across programmatic, direct, search, and social campaigns. To learn more about Basis, visit here: http://www2.centro.net/basis.
About Centro
Centro (centro.net) is a provider of enterprise-class software for digital advertising organizations. Its technology platform, Basis, is the first of its kind SaaS advertising solution unifying programmatic and direct media buying, along with workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It boosts media, team and business performance by enabling advertisers to plan, buy and analyze real-time bidding (RTB), direct, search and social campaigns in a single platform. Headquartered in Chicago with 40 offices in North America, Centro has received numerous accolades for its commitment to employees and workplace culture.
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Contact:
Anthony Loredo
310-573-8776
Calculator is Based on Study Showing Risk-Adjusted $1.4 Million Benefit for Agencies Using Basis
Chicago – August 14, 2019 – Centro (centro.net), a global provider of advertising technology, released an interactive model for advertisers and agencies to calculate the estimated financial value they may gain by automating through Centro’s Basis platform. By filling in values such as annual digital ad spend, digital team size and more—marketers receive an estimate of the economic impact based on their specific business environment. The calculator is available here: https://tools.totaleconomicimpact.com/go/centro/basistei.
This interactive model is based upon “The Total Economic Impact of Centro Basis,” a commissioned study conducted by Forrester Consulting on behalf of Centro. Forrester Consulting (www.forrester.com) provides objective research-based consulting to help leaders succeed in their organizations. The study shows a risk-adjusted $1.4 million benefit for a composite company that is representative of the agencies Forrester Consulting interviewed. For the study, Forrester Consulting interviewed Centro customers to identify and quantify key benefits of using in Basis, such as increased efficiencies and increased income. Other important benefits identified include increased employee skills and satisfaction and improved digital ad campaign performance and analytics. The study is available here: https://tools.totaleconomicimpact.com/go/centro/basis.
Forrester Consulting used the following methodology to develop the interactive model:
“The outcomes for agencies adopting Centro’s Basis platform are increased incomes, efficiency and campaign quality. We’ve qualified and quantified these benefits through an independent study and now we are helping media businesses envision how automation impacts them,” said Tyler Kelly, president of Centro. “When agencies need to increase profitability, performance, and digital scale—the solution is Basis.”
Basis is the industry’s most comprehensive, automated, and intelligent digital media platform, and is the only software solution of its kind to consolidate digital operations across programmatic, direct, search, and social campaigns. To learn more about Basis, visit here: https://www2.centro.net/basis.
About Centro
Centro (centro.net) is a provider of enterprise-class software for digital advertising organizations. Its technology platform, Basis, is the first of its kind SaaS advertising solution unifying programmatic and direct media buying, along with workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It boosts media, team and business performance by enabling advertisers to plan, buy and analyze real-time bidding (RTB), direct, search and social campaigns in a single platform. Headquartered in Chicago with 40 offices in North America, Centro has received numerous accolades for its commitment to employees and workplace culture.
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Contact:
Anthony Loredo
310-573-8776
Chicago – August 13, 2019 – Centro (centro.net), a global provider of advertising technology, announced Publicis Media as a new user to power programmatic advertising in Latin America. Precision, a data-informed digital media trading practice under Publicis Media, will leverage Centro’s Basis platform for teams in Miami, Argentina, Chile, Colombia, Costa Rica, Guatemala, Mexico, Panama, Peru and others. Precision executes performance-driven digital campaigns for global brands that want to reach global audiences.
“Precision’s heritage is in programmatic buying and our clients rely on us to harness best-in-breed technology to raise the effectiveness and value of our work,” said Carlos Alvarez, Latin America head of programmatic and digital trading, Publicis Media. “Our priority is to employ a transparent and agnostic model where clients can leverage the best solution for their businesses. In that sense, Centro's Basis is essential, since they enhance our technology repertoire by fusing together an enterprise-grade demand-side platform with automated analytics, insights, workflow and much more.”
“Basis is emerging as the technology of choice for agency automation, as it allows all types of media organizations to operate with speed and measure holistically, while exhibiting proficiency in programmatic advertising,” said Tyler Kelly, president, Centro. “Precision is an established pioneer in digital media, putting it in perfect alignment with our technology to showcase how strategy and execution drive results.”
Precision selected Basis for its robust feature set that empowers its team to execute high-performing programmatic campaigns that engage Latin American audiences. Precision is using the technology to improve revenue margins, operate with agility, and enhance workforce productivity. A full and specialized team of planners, traders and directors in Publicis Media are slated to adopt the platform this year.
Basis offers a demand-side platform (DSP), rated No.1 on software review website G2, seamlessly integrated with direct buying, workflow automation, holistic analytics, and business intelligence technology. Basis automates planning, activation, reporting and billing reconciliation for all media channels, ad units, and buying tactics, through a single sign-on system. To learn more, visit: http://www2.centro.net/basis.
About Publicis Media Precision
Precision is a data-informed, tech-enabled trading division that helps brands reach its audience in highly-viewable, fraud-free media. It is a division of Publicis Media’s PMX practice, which helps agencies drive smart application of investment through leveraging scale, marketplace innovation, deeper partnerships and intelligence.
About Centro
Centro (centro.net) is a provider of enterprise-class software for digital advertising organizations. Its technology platform, Basis, is the first of its kind SaaS advertising solution unifying programmatic and direct media buying, along with workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It boosts media team and business performance by enabling advertisers to plan, buy and analyze real-time bidding (RTB), direct, search and social campaigns in a single platform. Headquartered in Chicago with 40 offices in North America, Centro has received numerous accolades for its commitment to employees and workplace culture.
(To view this press release in Spanish, click here.)
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Contact:
Anthony Loredo
310-573-8776
Chicago – Aug. 5, 2019 – Centro (centro.net), a global provider of advertising technology, announced the appointment of David Gensler to SVP of client development. Gensler, having spent 20+ years in a senior leadership role in the media and technology sectors, now leads Centro’s technology sales team in the Midwest region. He joins at a pivotal stage of the company’s growth, as its Basis platform is experiencing accelerated adoption among agencies.
Basis is the industry’s most comprehensive, automated, and intelligent digital media platform, and is the only software solution of its kind to consolidate digital operations across programmatic, direct, search, and social campaigns. David is working with both agencies and clients to implement this technology and seamlessly integrate programmatic advertising with media planning, buying, operations, campaign analytics, business intelligence, and billing reconciliation. To learn more about Basis, visit here: http://www2.centro.net/basis.
“Through his years of experience working with scaled agencies and advertisers, David Gensler has showcased his proficiency for bringing technology-driven solutions to market,” said Tyler Kelly, president of Centro. “Having David’s knowledge and ingenuity on our team gives Centro a boost in advancing our end-to-end, automated approach for digital media.”
Prior to joining Centro, David operated his own firm, GSD Consulting, to strengthen the marketing capabilities of organizations in the data science and technology sectors. He was also senior vice president of the food beverage spirits category for Time, Inc., overseeing the group’s advertising sales. Prior to that, he was EVP and head of ad sales for LiveIntent, an email marketing technology pioneer. David has also led and scaled sales teams for Millennial Media and AOL.
“Considering the pressures that media agencies face from clients and stakeholders, we believe that Basis profoundly affects their ability to drive performance and profitability through automation,” said David Gensler. “Centro has the opportunity to transform the way marketers work because of our game-changing technology, national sales coverage and principled reputation.”
About Centro
Centro (centro.net) is a provider of enterprise-class software for digital advertising organizations. Its technology platform, Basis, is the first of its kind SaaS advertising solution unifying programmatic and direct media buying, along with workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It boosts media team and business performance by enabling advertisers to plan, buy and analyze real-time bidding (RTB), direct, search and social campaigns in a single platform. Headquartered in Chicago with 40 offices in North America, Centro has received numerous accolades for its commitment to employees and workplace culture.
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Contact:
Anthony Loredo
310-573-8776
Centro’s Basis Prevents Buying from Fraudulent and Questionable Ad Sellers Representing Mobile Applications
Chicago – July 30, 2019 – Centro (centro.net), a global provider of advertising technology, announced the enforcement of app-ads.txt in Centro’s programmatic ad platform, Basis. Basis now automatically targets app ads from authorized and validated sellers. This prevents advertisers from buying ads from fraudulent and questionable sellers representing mobile applications. The IAB Tech Lab (www.iab.com) created the app-ads.txt standard for publishers to list and authorize sellers of ads in their apps. Centro began the testing of app-ads.txt enforcement in Basis in Q2 2019.
“Authorization and validation of sellers is an important step in creating brand safe environments for marketers,” said Ian Trider, director of RTB platform operations, Centro. “Centro is ensuring that our users access app inventory solely from sellers authenticated by app publishers. As app-ads.txt gains wider adoption and as other DSPs follow our lead, there will be fewer and fewer opportunities for fraudulent entities in the digital media ecosystem.”
The IAB Tech Lab’s OpenRTB working group released the app-ads.txt specification in March 2019 as an easy-to-implement system for app publishers to declare their ad sales partners. It currently supports mobile app, OTT, or any other app ad inventory, and is an extension of the original ads.txt standard for web publishers.
“Eliminating fraudulent actors is critical to the success of the entire digital media supply chain,” said Shawn Riegsecker, CEO of Centro. “Centro continues to invest in fraud mitigation technology and closely partners with leading industry initiatives such as those of the IAB to ensure that users of Basis and all other DSPs feel safe and confident when buying digital advertising programmatically.”
Basis is the industry’s most comprehensive, automated, and intelligent digital media platform. It is the only software solution of its kind to consolidate digital operations across programmatic, direct, search, and social campaigns. Agencies using Basis are assured that it no longer submits open market bids on mobile app inventory from unauthorized supply paths when app developers have published their app-ads.txt file. Now, bidding only occurs on supply paths explicitly authorized by app publishers, or where publishers have not chosen to publish app-ads.txt or ads.txt files. There’s no additional effort or fees needed from agencies and media teams—enforcement is automatic.
Centro is at the forefront of brand safety and ad fraud mitigation in digital advertising. Ian Trider serves on the OpenRTB working group and has played a significant role in building the specification for ads.txt. As a member of the Trustworthy Accountability Group, Centro has been awarded certifications against ad fraud and content piracy.
About Centro
Centro (centro.net) is a provider of enterprise-class software for digital advertising organizations. Its technology platform centralizes, organizes and automates all digital media campaigns across all channels, accessing both guaranteed and biddable inventory, to achieve any objective. Our holistic approach gives marketers a single system of record to fulfill their research, planning, buying, optimization, reporting and reconciliation needs. Headquartered in Chicago with 32 offices in North America, Centro has received numerous accolades for its commitment to employees and workplace culture.
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Media Contacts:
Anthony Loredo
310-573-8776
Integration of Centro’s Basis into FreeWheel’s Strata Platform Offers Agencies Best-in-Class Capabilities for Media Planning, Buying, Operations and Finance Across Both Traditional and Digital Media
Chicago – July 17, 2019 – Centro (centro.net), a provider of enterprise-class software for digital advertising, today announced a strategic partnership with FreeWheel Advertisers, a division of FreeWheel (www.freewheel.com), A Comcast Company (Nasdaq: CMCSA). The partnership powers end-to-end digital media automation in one system, pairing Centro’s Basis, a comprehensive platform for buying digital media, with FreeWheel’s Strata, a platform trusted by over 1,200 advertising agencies for planning, activation, optimization and billing management.
“By design, FreeWheel uses an open architecture for our platform so that we can give agencies choice and flexibility to use the tools that they prefer for their business. Our integration with Basis is the latest example of this vision,” said Joy Baer, general manager of FreeWheel Advertisers. “In listening to our clients, it became clear that Basis was the digital platform of choice for many of them. We’re so pleased to be able to offer direct access to such an important partner and well-respected player in the market.”
In addition to Centro’s Basis, FreeWheel’s Strata platform also continues to support Adazzle, its own cloud-based global platform for digital media management, as well as Strata Buying Management System (SBMS) Digital, a suite of tools for planning, buying, stewardship, optimization and billing across all forms of digital media.
The Combined Value Proposition for Agencies
Basis offers a front-end planning and buying technology from which joint Centro and Strata clients will be able to deliver campaign data into Strata. When the forthcoming integration is complete later this quarter, delivery and financial data from Basis will flow into Strata for billing and reconciliation in real-time. The information will then be automatically rationalized and formatted, saving time for media professionals and accounting teams by removing numerous data-entry steps and generating more accurate invoices for digital media campaigns.
“This integration will allow any Centro client who uses the Strata platform to automate the final stage of the campaign lifecycle: billing actualization and reconciliation. This will make the work of media professionals much easier and more valuable,” said Shawn Riegsecker, CEO of Centro. “Campaign teams using Centro will no longer have to log into third party systems, find campaign data, download massive spreadsheet reports, re-format data, and then send the data to finance teams. The integrated Basis and Strata platforms will execute these tasks automatically. It brings significant operational value to our shared client bases.”
Basis is a comprehensive, automated and intelligent digital media platform for planning, buying and analyzing real-time bidding (RTB), direct, search and social campaigns. It pulls and rationalizes delivery data from major ad servers, social and search vendors, and its integrated demand-side platform (DSP). As such, it is the first combined demand-side platform (DSP) and workflow automation system to be fully integrated into FreeWheel’s Strata cross-media planning and execution system. To learn more about Basis, please visit http://www2.centro.net/basis.
This integration will be fully operational and available to advertisers this fall.
About Centro
Centro (centro.net) is a provider of enterprise-class software for digital advertising organizations. Its technology platform centralizes, organizes and automates all digital media campaigns across all channels, accessing both guaranteed and biddable inventory, to achieve any objective. Our holistic approach gives marketers a single system of record to fulfill their research, planning, buying, optimization, reporting and reconciliation needs. Headquartered in Chicago with 32 offices in North America, Centro has received numerous accolades for its commitment to employees and workplace culture.
About FreeWheel
FreeWheel, A Comcast Company, empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement, and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers.
With offices in New York, San Francisco, Chicago, London, Paris, Beijing, and across the globe, FreeWheel, A Comcast Company, stands to advocate for the entire industry through the
FreeWheel Council for Premium Video. For more information, please visit www.freewheel.com, and follow us on Twitter and LinkedIn.
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Media Contacts:
Centro:
Anthony Loredo
310-573-8776
FreeWheel:
Elaine Wong
929-388-9098
Agencies Receive Daily LinkedIn Ad Delivery Data Formatted to Match Overall Campaign Reporting Structure; Integration Reduces Time Required to Unify Reports From Different Vendors
Chicago – July 9, 2019 – Centro (centro.net), a global provider of advertising technology, announced an API integration with LinkedIn to automate campaign performance reporting. Advertisers using LinkedIn’s self-serve ad platform now receive daily performance data in Centro’s Basis.
Basis is the most comprehensive, automated, and intelligent digital media platform on the market, as well as the only software to consolidate digital operations across programmatic, direct, search, and social campaigns. Now, Basis receives data from LinkedIn that is standardized and formatted to match campaign analytics from other sites, channels, and vendors. This integration significantly reduces the time needed to assemble and unify reports.
Basis rationalizes delivery data from major ad servers, major social and search vendors, and its integrated demand-side platform (DSP). Automated data feeds from LinkedIn drive efficiency for media professionals as it pertains to:
Most media management and buying systems do not have robust API integrations with major third-party ad servers that automatically standardize reports. Basis users no longer have to log into third-party systems, locate campaign data, download spreadsheet reports with dozens of line items, and clean up reports to align them with the preferred arrangement of data.
“Advertising to audiences on LinkedIn is essential for engaging high-value aspirational professionals,” said April Weeks, EVP of media services and operations, Centro. “Basis offers an easier and more efficient way to align data from multiple campaign sources (such as LinkedIn) so the team can focus on high-value work on behalf of the client or stakeholder.”
Basis improves agencies’ revenue margins, controls costs associated with technology platforms, and lifts team productivity by automating the most manual and redundant tasks in digital media buying and operations – such as campaign reporting. Its award-winning DSP is rated No. 1 on software review site G2 Crowd, and is seamlessly integrated with workflow automation, holistic analytics, business intelligence technology, and billing reconciliation. To learn more, visit: http://www2.centro.net/basis.
About Centro
Centro (centro.net) is a provider of enterprise-class software for digital advertising organizations. Its technology platform, Basis, is the first of its kind SaaS advertising solution unifying programmatic and direct media buying, along with workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It boosts media team and business performance by enabling advertisers to plan, buy and analyze real-time bidding (RTB), direct, search and social campaigns in a single platform. Headquartered in Chicago with 40 offices in North America, Centro has received numerous accolades for its commitment to employees and workplace culture.
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Contact:
Anthony Loredo
310-573-8776
Local Media Organizations Centrally Manage In-House Agencies Through Centro’s Basis; Connects Back Office Functions with Planning, Buying, Campaign Analytics and Business Intelligence
CHICAGO, June 28, 2019 -- Centro (centro.net), a global provider of advertising technology, announced an agreement with the Local Media Consortium to offer its members media automation solutions. The LMC, which delivers economic value to local media companies through strategic partnerships, is made up of more than 80 media companies that include more than 3,300 different outlets. Through Centro’s Basis platform, digital publishers gain capabilities to operate one-stop-shop in-house agencies such as planning, buying, analytics, billing and reconciliation via a single interface. Basis is the industry’s most comprehensive, automated and intelligent digital media platform that consolidates operations across programmatic, direct, search, and social campaigns.
Basis helps publishers synchronize teams and activate campaigns on all major digital channels beyond owned and operated sites. It automates, streamlines and unifies important functions including:
“Time, process and creativity all matter immensely. Upgrading to Centro’s Basis is an easy decision because it saves us time, improves our processes and elevates our creative difference,” said Jim Grayson, vice president of business development, OnMilwaukee, an LMC member. “Running our entire digital agency on one platform is a game changer. We now communicate, plan, execute and report from one interface across all media channels. The result is a higher level of productivity, leading to more activity and smarter digital programs that excite our clients.”
Centro is furthering its commitment to improving the health of local media. Its new agreement with the LMC extends its already strong partnership with the organization and its members. Centro is offering LMC members standardized and simplified pricing on technology licenses to accelerate adoption. Users begin training on Basis within a week after signing contracts and then plan campaigns days after that. Learn more about Basis here: www2.centro.net/basis.
“Our members consistently identify billing and reconciliation processes as being serious pain points for their teams because these type of systems are typically separate from campaign execution tools. Centro’s tools eliminate multiple time-consuming steps in operations processes by combining and automating vital capabilities into one platform,” said Christian A. Hendricks, president of the LMC. “For more than a decade, Centro has been an ally to publishers, and its approach in the market aligns with our mission to lift the economic value of our members.”
In July 2017, Centro was selected by the LMC as a preferred partner for audience extension solutions for its member companies.
“The LMC’s efforts to generate publisher advocacy in the tech community is yielding powerful, purpose-built tools that solidify local media businesses,” said John Hyland, vice president of publisher solutions, Centro. “With Basis, publishers are harnessing sophisticated ad offerings with their reputable longstanding relationships with brands. This puts them in a position of strength when competing for a larger share of full-funnel campaigns.”
About the Local Media Consortium
The Local Media Consortium delivers economic value through strategic partnerships on behalf of more than 80 local media companies in top markets across the United States, Canada and Puerto Rico, and includes more than 3,300 outlets. By harnessing the combined volume and scale of its members, the LMC reduces costs and increases revenue with technology and service providers like Google, Facebook, Monster and others. The aggregated LMC audience footprint spans 470 million unique monthly visitors and its member companies serve more than four billion pageviews to consumers. More information is available at www.localmediaconsortium.com.
About Centro
Centro (centro.net) is a provider of enterprise-class software for digital advertising organizations. Its technology platform, Basis, is the first of its kind SaaS advertising solution unifying programmatic and direct media buying, along with workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It boosts media, team and business performance by enabling advertisers to plan, buy and analyze real-time bidding (RTB), direct, search and social campaigns in a single platform. Headquartered in Chicago with 40 offices in North America, Centro has received numerous accolades for its commitment to employees and workplace culture.
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Contact:
Anthony Loredo
310-573-8776