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Research Framework Calculates Risk-Adjusted $1.4 Million Benefit for Agencies on Centro’s Platform
Chicago – June 18, 2019 – Centro (centro.net), a global provider of advertising technology, today revealed the results of an independently researched study, which shows advertisers recognize significant profit and efficiency gains by implementing its Basis platform. All findings are available in “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.
Forrester’s Total Economic Impact (TEI) framework offers guidance on technology investment decisions. In its analysis, Forrester constructed a composite company representative of the agencies it interviewed and used its model to quantify the impact of Basis. According to the study: “Forrester’s interviews with four existing customers and subsequent financial analysis found that an organization using Basis, based on these interviewed organizations, experienced benefits of $1.4 million over three years and almost no incremental costs that the agency needed to bear.”
The study outlines three core outcomes for companies implementing Basis:
Forrester will reveal the details of its TEI framework in a webinar hosted by Centro on June 26. Learn more about how Basis affects agencies by registering at: www2.centro.net/webinar/Forrester-TEI.
“When agencies are feeling the pressure of driving performance for campaigns while managing costs and industry complexity, a simple media buying platform won’t solve their problems,” said Katie Risch, CMO, Centro. “Basis is unique from typical demand-side platforms, and our users realize that it is more than just standard technology for buying media. Basis is a platform on which an agency grows and runs their entire business.”
Centro’s Basis is a robust solution for operating digital media teams and organizations. It is the first programmatic advertising platform seamlessly integrated with media planning, buying, operations, campaign analytics, business intelligence, and billing reconciliation. Media professionals access this complete toolset through a single sign-on system. 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
Now Available in Centro’s Basis Platform to Automate Tracking and Measurement of Audiences
Chicago – June 12, 2019 – Centro (centro.net), a global provider of advertising technology, announced the launch of universal pixel on its comprehensive platform, Basis. Universal pixel technology uses a single pixel to automate the creation and organization of first-party audiences, eliminating the need for multiple audience and conversion pixels.
This new Basis feature makes it easier and faster for advertisers to measure conversions and track customer actions. Beta tests show that media buyers are upping performance and saving time using universal pixel to segment and group customers into categories based on their actions within a domain.
Basis is the industry’s most automated, comprehensive and intelligent digital media platform, converging planning, buying, operations, campaign analytics, business intelligence, and billing reconciliation. No other DSP combines high-grade programmatic advertising features with holistic media workflow technology. Basis seamlessly assembles the tools that media businesses need to move towards full automation.
“As the steward of top tier brands, we have an enormous responsibility to drive KPIs for clients and do it with efficiency,” said Matt Mordarski, Senior Digital Media Specialist at Perich Advertising + Design. “Automating our business through Basis already gives us an edge in the market. Now we are capitalizing on new tools such as universal pixel to enhance the tracking of first-party audiences and increase the agility of our team.”
“With our campaigns, we are continually measuring and improving upon our performance. Generating and managing pixels is an essential part; but until now, it has been a tedious and lengthy process. Having the ability to use only one pixel to create various models for targeting, attribution and subsequent optimization makes us more efficient while improving ROI for our clients,” said Jessica Behal, Founder of Spherical Strategies. “Since using universal pixel in tandem with the full agency toolset in Basis, we have seen considerable improvements in campaign performance.”
Traditionally, marketers have had to use multiple pixels to create first-party audiences and track unique actions from site visitors. This meant hours of work to create many pixels, coordinate placement, and verify deployment. Thanks to the introduction of universal pixel, that work has been eliminated.
As marketers’ needs change, they use Basis to modify the data a universal pixel gathers. One pixel has the capability to segment audiences based on any combination of actions they take (search, click, browse, convert, etc.). Any number of combinations can be assigned to a single pixel.
“Universal pixel illustrates how digital media automation is realized, as it improves a typically laborious process of tracking how customers interact with a brand. Its impact on campaigns ranges as far as the creative thinking of the media team,” said Tyler Kelly, President of Centro. “With this feature seamlessly implemented in Basis, our customers have more capabilities that save time, reduce human error, and are easy to use.”
To learn more, visit 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
Basis Retains Top Spot Among Programmatic Advertising Platforms for More Than Two Years; Emerges as a Leader in Video Advertising and Cross-Channel Advertising Categories
Chicago – June 6, 2019 – Centro (centro.net), a global provider of advertising technology, announced that its digital media platform, Basis, received the highest score in G2’s DSP category each quarter for more than two years. G2 is a marketplace for businesses to discover, buy, and manage software and services. Its Spring 2019 Grid report also ranked Basis as a Leader in the video advertising and cross-channel advertising software categories.
As the industry’s most comprehensive, automated, and intelligent digital media platform, Basis is the only software solution of its kind to consolidate digital operations across programmatic, direct, search, and social campaigns. Its programmatic advertising component, which is also used for video and cross-channel advertising, regularly receives stellar user reviews—94% of users rate it 4 out of 5 stars, and 88% would recommend the platform.
Click here to view the report. To learn more about Basis, visit here: http://www2.centro.net/basis.
Highlights from Basis’ Demand Side Platform G2 Score include:
“Centro’s Basis is a Leader in our Spring 2019 Grid Reports for Demand Side Platform, Video Advertising and Cross-Channel Advertising because of users’ high levels of customer satisfaction and Centro’s visibility and market share,” said Rob Light, research principal at G2. “Its customers continue to tout the ease of use, user requirements, ease of doing business with, and support as qualities of Basis.”
Basis is a robust solution for operating digital media teams and organizations. It is the first programmatic ad platform seamlessly integrated with media planning, buying, operations, campaign analytics, business intelligence, and billing reconciliation. Media professionals access this complete toolset through a single sign-on system.
G2 scores products and vendors based on reviews gathered from our user community (collected through March 8, 2019), as well as data aggregated from online sources and social networks. It applies a unique algorithm to this data to calculate the customer Satisfaction and Market Presence scores in real time.
“By giving aggregated and unbiased reviews for software buyers and users, G2 has established a standard for peer guidance of technology,” said Katie Risch, CMO, Centro. “Basis leads the DSP category time after time because users are realizing the benefits of easy-to-use powerful programmatic advertising software that makes them more productive.”
About G2 Crowd, Inc.
The world’s leading marketplace for business software and services, G2 Crowd drives better purchasing decisions. Business professionals, buyers, investors, and analysts use the site to compare and select the best software and services based on more than 500,000 peer reviews and synthesized social data. Over 23 million business buyers around the world have trusted G2 Crowd to gain unique insights. Co-founded in 2012, G2 Crowd aims to bring authenticity and transparency to the business marketplace. The company also offers scholarships to college students who are aspiring entrepreneurs. To learn more about G2 Crowd or write a review, please visit g2crowd.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
Report from Centro Showcases Digital Advertising Strategies Used by Political Marketers
Washington, DC – June 4, 2019 – Centro (centro.net), a global provider of advertising technology, announced a report revealing the significant use of programmatic advertising during the 2018 U.S. midterm elections. According to data aggregated from 300+ federal, state and local races run using Centro’s Basis platform, programmatic buying comprised 60% of political digital ad budgets. The findings also show that video advertising made up 56% of media spend from these campaigns—and, furthermore, 53% of all budgets were spent in the last five weeks leading up to Election Day. To read the full report, visit: centro.net/blog/2018-midterm-adtech-mvps.
The report reveals digital strategies used by political marketers:
Centro aggregated digital advertising data facilitated through its Basis platform to assemble the report. Basis’ technology was used to manage ad buying for election efforts in the U.S. across display, video, native, search and social media. Among these candidates and ballot measures, 73% of them won in the general election.
“Programmatic advertising is now a core component to winning strategies in politics because it delivers what operatives in this sectors value – speed in launching campaigns, optimization on the fly, and precise audience reach wherever they consume media,” said Grace Briscoe, Vice President of Candidates and Causes, Centro. “While it’s important to employ tried and true playbooks, it’s also crucial to evaluate newer tactics that opponents and peers haven’t used as often, such as connected TV or streaming audio, that could be a difference-maker.
For more than a decade, Centro’s technology and services have been trusted by agencies and consultants in politics, public affairs, and advocacy. Throughout the years, Centro’s Candidates and Causes group has collectively worked with 700+ political campaigns and independent expenditure committees, and 800+ issue advocacy advertisers. Its proficiency for driving perception in government, in the public sphere, and among specific audiences, is a differentiated and valuable asset in this field.
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
Q1 Year-over-Year Self-Serve Ad Spend Grew 264%; Driven By Agencies Automating Programmatic Buying, Media Workflow, and BI
Chicago – June 3, 2019 – Centro (centro.net), a global provider of advertising technology, announced that more than 200 enterprise customers have signed on to use its platform, Basis. Collectively, these organizations grew direct, programmatic, search and social ad spend on the platform by 264% from Q1 in 2018. 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. It gained adoption from 100 customers within a year of launch and doubled this count six months later.
Braintrust Agency, RVA Media Group, and Strategic Placement Group are among many agency customers that recently signed up to use Basis. They are pioneering the movement to converge digital media planning, buying, operations, campaign analytics, business intelligence and reconciliation into a singular platform.
Here’s how customers are using Basis:
“The rise of programmatic advertising as the core of our agency requires new disciplines and best practices in operations, optimization, reporting and finance,” said Daniel Meehan, partner at RVA Media Group. “We are leveraging Basis to seamlessly converge these parts to automate our approach to digital media and generate high-performing campaigns for clients.”
“As digital advertising evolves rapidly, we look for ways to differentiate and dominate our market,” said Dustin Klein, senior digital marketing manager at Braintrust Agency. “Basis offers technology that elevates the value of our team – it helps us save time, drive performance, and gain more intelligence across our media practice. It provides one view of all ad performance analytics so that our team has real-time knowledge to optimize buying tactics across channels holistically.”
Basis improves agencies’ revenue margins, controls costs associated with technology platforms, and lifts team productivity by automating the most manual and redundant tasks associated with digital media buying and operations. It is an award-winning demand-side platform (DSP) rated No. 1 on software review site G2 Crowd and seamlessly integrated with workflow automation, holistic analytics, business intelligence technology and billing reconciliation. Media professionals access this complete toolset through a single sign-on system. To learn more, visit: http://www2.centro.net/basis.
“The undeniable consequences of programmatic advertising for agencies are elevated costs, margin pressure, and media complexity. Our customers are leading the charge to reverse these trends by focusing on holistic business automation beyond programmatic,” said Shawn Riegsecker, CEO of Centro. “There is a groundswell of enthusiasm in our industry to converge digital media in one platform. The users of Basis are inventive organizations leading this positive transformation.”
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
Basis by Centro Achieves 2019 Recertification for TAG Certified Against Fraud and Certified Against Piracy Seals
Chicago – May 6, 2019 – Highlighting its commitment to protect the digital ad industry, Centro (centro.net), a global provider of advertising technology, announced that it has been recertified by the Trustworthy Accountability Group (TAG) with the 2019 TAG Certified Against Fraud and Certified Against Piracy Seals for its Basis by Centro media platform. TAG (www.tagtoday.net) is an advertising industry initiative to fight criminal activity in the digital advertising supply chain.
“We applaud companies such as Centro for institutionalizing the best practices that mitigate criminal activity and improve transparency in ad tech,” said Mike Zaneis, CEO of TAG. “TAG’s efforts to protect the supply chain and build a safer digital advertising industry are strengthened when influential organizations like Centro help drive the industry’s adoption of strict standards.”
Centro’s Basis automates planning, activation, reporting and billing reconciliation for all media channels, ad units, and buying tactics, through a single interface. By participating in TAG’s Certification programs, Centro reaffirms its commitment to combat fraudulent traffic and avoid ad placement on media properties distributing pirated content.
“TAG has been a catalyst in uniting powerful players to improve the health of the digital ecosystem,” said Ian Trider, director of RTB platform operations, Centro. “By renewing Centro’s certifications with TAG, we are joining principled organizations that prioritize safety and transparency for our industry.”
TAG Certifications may cover individual countries, geographic regions, or globally. Information regarding recertified companies is available by searching company name or each company’s unique TAG-ID via the TAG Registry.
About Centro
Centro (centro.net) is a global provider of enterprise-class software for digital advertisers. Its technology, Basis, is the industry’s most comprehensive and automated digital media management platform. Through a single user interface, Basis converges the entire advertising workflow, enabling marketers to plan, buy, analyze and streamline campaigns for programmatic, direct, search and social. By unifying all major aspects of digital media into one platform, Basis breaks down silos, improves performance, and helps businesses grow profitably. Headquartered in Chicago with 40 offices across North America, Centro has received numerous accolades for its programmatic software, commitment to employees and workplace culture.
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Contact:
Anthony Loredo
310-573-8776
Marketers of All Types Can Utilize Centro’s Basis Platform to Buy Native Ads Programmatically at Scale; Sharethrough’s Ad Exchange Encompasses High Quality Publishers
Chicago – September 19, 2017 – Centro (centro.net), a provider of enterprise-class software for digital advertising, today announced an integration with Sharethrough (www.sharethrough.com) to give marketers more programmatic buying capabilities of native ads. The Sharethrough Exchange is the largest programmatic ad exchange in the ad tech ecosystem, transacting 8 billion impressions each month, with three-quarters of those on mobile devices. Centro’s Basis is the only demand-side platform (DSP) in market to pull in real-time bidding (RTB), direct, search and social advertising into one unified campaign planning and buying platform. Basis customers can now access in-feed native ad impressions on the open web through the Sharethrough Exchange. More than 1,200 premium publishers such as Time Inc. and Wenner Media, as well as app properties such as ABC News, Under Armour and Rotten Tomatoes provide inventory on the ad exchange.
In-feed native advertising, a form of paid media where the ad unit follows the form and function of the user experience, is projected to account for half of all digital display ads in 2017, according to research firm eMarketer. This is largely due to its effectiveness, where a joint study by IPG Media Labs and Sharethrough indicated that native ad headlines yielded 308x more consumer attention than banners. By connecting to Sharethrough’s ad marketplace, Basis automates the buying of these ads on high quality publishers
“In-feed native display and video ads have become the gold-standard in the advertising industry, and with more and more brands realizing the potential of un-interruptive ads that fit the context of the user experience, integrations like this one between Sharethrough and Centro are fuelling the scale of the programmatic native market and bringing new buyers to the table,” said Alex White, VP of product marketing at Sharethrough. “Centro’s Basis, with its intuitive and integrated buy-side tools, will allow marketers to access these in-feed ad units and easily break down how they’re supercharging their ad investments.”
Centro’s Basis is next generation programmatic software that unifies digital media planning, buying and optimization across all programmatic and publisher-direct advertising. Benefits of buying native ads on the Sharethrough Exchange via Basis include:
“In-feed advertising on major social channels generates impressive brand-lift and engagement, and Sharethrough’s innovation allows brands to leverage it to reach targeted audiences across the web,” said Katie Risch, EVP of customer experience at Centro. “Combining Centro and Sharethrough technology gives marketers a system to harness the power of native ads and programmatic buying together and incorporate it with all other aspects of their digital advertising.”
About Centro
Centro (centro.net) is a provider of enterprise-class software for digital advertising organizations. Its Basis 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 Sharethrough
Founded in 2008, Sharethrough is the leading global native advertising platform, helping publishers maximize revenue and brands earn meaningful attention by powering ads that fit into – rather than interrupt – the audience experience. Sharethrough’s flagship product, Sharethrough for Publishers (SFP), is a Supply Side Platform that powers over three billion monthly ad impressions for the world’s leading publishers, including CNN International, Time Inc., Scripps Networks Interactive, Wenner Media, USA Today Sports, and Forbes. Sharethrough is headquartered in San Francisco, with offices in New York, Chicago, Los Angeles, Austin, Detroit, London, Tokyo and Toronto.
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Contact:
Anthony Loredo
anthony.loredo@centro.net
646-462-4888
Basis Further Automates Digital Media Planning, Activation, Reporting and Reconciliation for all Channels, Ad Units and Buying Tactics
Chicago – Mar. 6, 2019 – Centro (centro.net), a global provider of advertising technology, announced enhanced programmatic advertising capabilities for native and digital audio that push marketers toward complete automation for all media buying and execution. Centro’s Basis is a digital media platform that facilitates planning, activation, reporting and billing reconciliation for all channels, ad units and buying tactics through a single interface. New platform integrations give advertisers access to more global ad opportunities—with reliable and long-standing supply partners for native (including Google Ad Manager, Nativo, Rubicon Project, Smaato, Verizon Media) and digital audio (including iHeartMedia, Targetspot, and TuneIn).
“Our advancements in Basis focus on driving automation by eliminating extra steps in campaigns from start-to-finish,” says Katie Risch, CMO of Centro. “Now, with more robust native and audio ad capabilities, Basis provides agencies with the most comprehensive access to programmatic and direct inventory in one place.”
Native and digital audio ad capabilities in Basis allow agencies and marketers to:
“We’re excited to partner with Centro in its new rollout of advanced native advertising support in Basis,” said Gareth Noonan, GM, Americas at Smaato. “The opportunities with native, and especially native video, are quickly spreading across our global in-app publisher base, and we look forward to helping advance the growth of programmatic buying with this partnership.”
Basis offers an award-winning demand-side platform (DSP) rated No. 1 on software review site G2 Crowd (www.g2crowd.com). This is seamlessly integrated with workflow automation, holistic analytics and business intelligence technology, all available in a single sign-on system. To learn more, visit: http://www2.centro.net/basis.
About Centro
Centro (centro.net) is a global 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
anthony.loredo@centro.net
Centro announces significant expansion in 2019 of Centro Institute available courses and content for digital media professionals.
Chicago, February 12, 2019 – Centro (centro.net), a global provider of advertising technology, today announced that more than 4,000 professionals participated in its 2018 education events. Centro Institute provides digital media and advertising education to planners, buyers, directors and executives. It fits the needs of various experience levels so that marketing organizations can ramp up their teams quickly or augment their capabilities. For example, agencies interested in developing an in-house programmatic buying team benefit greatly from the courses offered through Centro Institute. The event schedule has been significantly expanded in 2019 to meet demand, with sessions such as conferences, workshops, and webinars that accommodate both Centro clients and the general public. To explore the programs powered by Centro Institute, visit: centro.net/institute/about.
Advertising Technology is Complex
Advertising technology continues to expand, and programmatic advertising, which is just one aspect of the industry, is already accounting for $40+ billion in business spending in the U.S. The talent that operates in the digital ad industry require ongoing education to understand how to use technology effectively, and improve their media performance. Centro Institute empowers professionals with easy to access learning on a variety of digital media subject matters. It provides a solid foundation of knowledge to get up-to-speed and stay ahead in an evolving industry.
“In addition to providing sophisticated technology, Centro also delivers a world-class, industry-wide education curriculum. We are a free resource for media professionals who aspire to increase their knowledge, learn new innovations and hone their skills,” said Ryan Manchee, VP of media innovations and technology, Centro. “By enhancing their expertise, they’re able to better service clients and drive performance across their teams and organizations.”
About Centro Institute
Centro Institute operates a diverse schedule of sessions covering important topics in digital media, including programmatic buying, connected TV, AI/machine learning, audience data, audio, brand safety, technology, and more. Its content ranges from fundamental knowledge to advanced and expert best practices. The educational programs are designed to empower all who work in advertising, with some events custom created exclusively for Centro clients. Here are details on Centro Institute programs:
Agencies and marketers interested in attending in-person programming such as workshops, symposiums and forums can arrange directly with their Centro contact, or by emailing institute@centro.net for more info.
Centro is the creator of Basis, the first programmatic platform fitted with tools for workflow automation, holistic analytics and business intelligence, all available in a single sign-on system. It is a sophisticated and comprehensive media automation and intelligence platform, neatly packaged in an easy-to-use software solution
About Centro
Centro (centro.net) is a global provider of enterprise-class software for digital advertisers. Its technology, Basis, is the industry’s most comprehensive and automated digital media management platform. Through a single user interface, Basis converges the entire advertising workflow, enabling marketers to plan, buy, analyze and streamline campaigns for programmatic, direct, search and social. By unifying all major aspects of digital media into one platform, Basis breaks down silos, improves performance, and helps businesses grow profitably. Headquartered in Chicago with 40 offices across North America, Centro has received numerous accolades for its programmatic software, commitment to employees and workplace culture.
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Contact:
Anthony Loredo
310-573-8776