Linking Basis by Centro with FreeWheel’s Strata Platform for Finance Management Protects Agencies’ Cash Flow by Accelerating the Reconciliation, Billing and Collections for Their Services
Chicago – October 14, 2019 – Centro (https://centro.net), a global provider of advertising technology, announced the availability of a two-way API integration with FreeWheel, A Comcast Company (Nasdaq: CMCSA), to deliver end-to-end digital media automation. The pairing of Basis by Centro, a comprehensive digital media activation and management platform, with FreeWheel’s Strata platform for finance management empowers agencies to maintain strong cash flow by streamlining the reconciliation, billing and collections for their services.
“Organizations using Strata are well-positioned to protect their bottom line. Agencies gain Basis’s programmatic advertising and digital media capabilities that seamlessly integrate with our financial systems and cross-media stewardship solutions for a holistic view of a client’s entire media plan,” said Joy Baer, general manager, FreeWheel Advertisers. “FreeWheel is putting in action our vision to give customers a wide array of technology choices, deep flexibility and media automation, made possible by our platform’s open architecture.”
Basis offers media planning and buying technology. The integration with Strata creates operational advantage for agencies spending millions in digital media on hundreds of vendors every month on behalf of dozens of clients. Nearly two-thirds of agencies that specialize in local advertising expect their digital spend to increase in the next 12 months, illustrating the need for unifying technology stacks to seamlessly work within existing financial systems. Basis sends contracts, media activation and delivery data into Strata for billing and reconciliation in real-time, with the information automatically rationalized and formatted. As a result, agencies accelerate client billing and vendor payments.
Other benefits include:
“With industry complexity continuing to increase and brands attempting to pay agencies less for their services, it’s critical that software companies work together to automate as much of the manual processes as possible,” said Shawn Riegsecker, founder and CEO, Centro. “The FreeWheel integration with Basis is a huge first step in marrying platforms for traditional media and digital media, so agencies can focus on value-additive, strategic and important work. Basis has been proven to increase productivity by 30% and the FreeWheel/Basis integration will automate most of the back-office and financial reconciliation work associated with digital for thousands of agencies.”
The Strata platform is trusted by over 1,200 advertising agencies for planning, activation, optimization and billing management. FreeWheel’s Strata platform 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.
Basis is a comprehensive, automated and intelligent digital media platform for planning, buying and analyzing real-time bidding (RTB), direct, search and social campaigns. To learn more about Basis, please visit https://www2.centro.net/basis.
About Centro
Centro (https://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, South America and Europe, 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.
# # #
Media Contacts:
Centro:
Anthony Loredo
310-573-8776
FreeWheel:
Elaine Wong
929-388-9098
Basis Has Been the Top DSP for the Past Three Year
Chicago – Oct. 7, 2019 – Centro (centro.net), a global provider of advertising technology, announced that its Basis software scored the No. 1 position for the Demand Side Platform (DSP) and Video Advertising categories according to G2’s Fall Grid report. G2 also listed Basis as a Leader in the Cross-Channel Advertising and Mobile Advertising categories. G2 (www.g2.com) is a global user review site that helps businesses make smarter buying decisions—access the DSP report.
“Centro’s Basis is a Leader in our Fall 2019 Grid Reports for Demand Side Platform, Video Advertising, Cross-Channel Advertising and Mobile Advertising largely because it garners high levels of customer satisfaction from the business user community,” said Rob Light, research principal at G2. “In Video Advertising, its ratings for ease of use, quality of support and ease of doing business with far exceed the industry average; and a number of its individual features garnered stellar ratings.
G2’s Grid represents the democratic voice of software users. G2 rates products and vendors based on reviews gathered from user communities, as well as data aggregated from online sources and social networks (collected through September 4, 2019). It applies a unique algorithm to this data to calculate scores in real time.
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. Digital media teams and organizations use Basis to seamlessly integrate programmatic advertising with media planning, buying, operations, campaign analytics, business intelligence, and billing reconciliation. Learn more about Basis here: http://www2.centro.net/basis.
Recent accolades include:
“Basis delivers the perfect combination of rich features and usability, which is demonstrated by the strong ratings we’ve received in multiple advertising categories in G2 over a span of consecutive quarters,” said Tyler Kelly, president, Centro. “Having a central third-party repository of data about software and technology, that is sourced directly from users, is essential for businesses. This is the valuable role G2 plays in the media and advertising ecosystem.”
About G2 (formerly G2 Crowd)
Headquartered in Chicago, G2.com is revolutionizing the way businesses discover, buy and manage software and services. More than three million users per month rely on G2 to help them find and buy the best software for their businesses. The platform has 900,000 reviews, and $100M in total funding invested by IVP, Accel Partners, LinkedIn, Emergence Capital, Pritzker Group, Chicago Ventures, Hyde Park Ventures, industry leaders and founders. G2’s customers include IBM and Zoom and Its most recent funding, a $55M Series C, was announced in October 2018, closely followed by the company’s acquisitions of Siftery and Advocately.
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, South America and Europe, Centro has received numerous accolades for its commitment to employees and workplace culture.
# # #
Contact:
Anthony Loredo
310-573-8776
McNab Joins Centro to Drive Agency Automation Across the UK Through Basis Platform
Chicago – September 23, 2019 – Centro (centro.net), a global provider of advertising technology, announced expansion in Europe with the addition of Andy McNab as country manager in the United Kingdom. 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.
“Over the past two years, Centro has honed technology that seamlessly connects every major aspect and process of digital media organizations,” said Tyler Kelly, president of Centro. “Marketers in Europe are enjoying the unique approach Basis enables for automating the most crucial parts of digital media buying, activation, reporting, finance, and business intelligence.”
McNab, based in London, focuses on growing local and regional customer bases among agencies as well as further establishing sales teams in more countries over the next twelve months. He is also building service and operations teams to accompany Centro’s projected sales in the continent. Over the past three years, Centro’s international revenue has a 43% compound annual growth rate.
McNab was previously at MiQ, serving as a senior advisor. Prior to that he was UK managing director for S4M. He was also managing director of UK, Australia, and Nordics for Rocket Fuel. He is an award-winning continental business leader, helping marketers adopt digital advertising technology for more than a decade.
“Centro offers a novel solution for marketers, complementing a programmatic buying nucleus with automated workflow, reporting, finance and business intelligence,” said McNab. “In a European environment where GDPR is posing a challenge to advertisers, Basis gives access to the full scope of digital media capabilities beyond cookie-driven ad buying.”
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.
# # #
Contact:
Anthony Loredo
310-573-8776
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.
# # #
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.
# # #
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.
# # #
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.)
# # #
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.
# # #
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.
# # #
Media Contacts:
Anthony Loredo
310-573-8776
