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Trider Recognized for Contributions to the Programmatic Supply Chain Working Group
Chicago – Sept. 22, 2020 – Centro (https://centro.net), a global provider of advertising technology, announced today that Ian Trider, VP of RTB platform operations, has received an IAB Tech Lab Service Excellence award. The IAB Technology Laboratory (Tech Lab) Service Excellence Awards recognize the important contributions of members of IAB Tech Lab’s commit groups, working groups, and task forces. Ian Trider is recognized for his work in the Programmatic Supply Chain working group. He is also a key contributor to the group’s ads.txt (Authorized Digital Sellers), app-ads.txt, sellers.json, and SupplyChain object specifications that provide transparency in the ad tech ecosystem.
The IAB Tech Lab is a non-profit consortium that develops technical standards, software, and services to drive the growth of an effective and sustainable global digital media ecosystem that benefits consumers. The Tech Lab is a sister organization to the Interactive Advertising Bureau (IAB), the national trade organization for the digital media and marketing industries. Together, their Sales and Service Excellence Awards honor outstanding digital marketers in a variety of categories; sales excellence, service excellence, and educational excellence. Now a two-time recipient, Trider was also given this award in 2016 for his work developing features for the OpenRTB 2.4 protocol. Trider and other winners were recognized at the Tech Lab REB00T 2020 Summit.
“Members like Ian Trider and other Service Award recipients go above and beyond to help IAB Tech Lab develop standards that fuel growth and sustain the digital industry,” said Dennis Buchheim, President, IAB Tech Lab. “We truly appreciate their guidance and contributions in the evolution of our supply chain, and in supporting new technologies, and new media channels.”
Ian Trider directs operations for the programmatic advertising component of Centro’s Basis, the industry’s most comprehensive, automated, and intelligent digital media platform. He works with Centro’s supply and data partners to curate for ad quality, inventory quality and security. Trider is an industry resource whose commentary and opinions have been published in Advertising Age, AdExchanger, The Drum, and Digiday.
“I salute the esteemed leaders the IAB Tech Lab is honoring for their commitment to advance, grow and improve the industry for the benefit of our community’s livelihood,” said Ian Trider, Centro. “Collectively, our efforts with the IAB Tech Lab channels and focuses resources on advertising technology’s biggest challenges and opportunities.”
The IAB Tech Lab is comprised of digital publishers, ad technology firms, agencies, marketers, and other member companies focusing on improving the digital advertising supply chain, measurement, and consumer experiences, while promoting responsible use of data. Its work includes the OpenRTB real-time bidding protocol, ads.txt anti-fraud specification, Open Measurement SDK for viewability and verification, and VAST video specification.
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 covering North America, South America and Europe, Centro has received numerous accolades for its commitment to employees and workplace culture.
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Contact:
Anthony Loredo
917-573-4157
Empowers Political Marketers to Reach Voter Audience Segments
Washington, DC – September 15, 2020 – Centro (https://centro.net), a global provider of advertising technology, announced an integration with Deep Root Analytics (https://www.deeprootanalytics.com), an audience-powered analytics company. The combined solution elevates advertisers’ targeting capabilities by further allowing them to activate against Deep Root’s proprietary audiences across the video advertising ecosystem. Deep Root’s audiences are leveraged across multiple verticals including, corporate reputation, public affairs, issue advocacy, and political— and are always anonymized in order to protect privacy and identity.
Centro was the digital media partner-of-choice for hundreds of candidates and ballot measures in the 2018 midterm elections, with 73% of campaigns winning their races. Its technology solution, Basis, is the industry’s most comprehensive, automated, and intelligent digital media platform—and the only software solution of its kind to consolidate digital operations across programmatic, direct, search, and social campaigns.
“Deep Root has invested heavily in building best-in-class audiences for corporate reputation, public affairs, issue advocacy, and political advertisers. Aligning with Centro gives us opportunities to showcase the power of our technology in the most active and competitive places,” said David Seawright, CRO of Deep Root. “Because of the increasing uncertainty about what compels audiences to take action, advertisers can benefit greatly from using our finely-tuned data and Centro’s media activation capabilities.”
Deep Root creates unique audience segments by leveraging its analytics, targeting, and metrics infrastructure to produce a variety of highly-accurate probabilities for every individual on a wide range of measures that matter to advertisers. These probabilities are built off of its in-house national file that is rich with consumer and behavioral data, vote history, and is regularly enhanced with large-sample issue surveys. Deep Root then matches those audiences into observed TV viewership data to inform audience distribution across the media landscape. These state-of-the-art targeting capabilities result in more effective and cost-efficient advertising campaigns.
“Deep Root’s proprietary methodology and insight provides marketers with unique opportunities to target hard-to-find audiences,” said Grace Briscoe, VP of candidates and causes at Centro. “Centro’s technology platform puts Deep Root’s data into action to broaden the reach of campaigns with precision in reaching voter and issue groups.”
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 1000+ political campaigns and independent expenditure committees, and 1000+ 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 Deep Root
Deep Root is an audience-powered analytics company that identifies your organization’s ideal audiences, optimizes your advertising based on how those audiences consume media, integrates them into platforms for linear, addressable, and digital ad delivery, and measures how your audiences are being impacted by paid and earned media.
About Centro
Centro 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
917-573-4157
Polling from Centro Reveals Political Marketer Opinions About Digital Media
Washington, DC – September 1, 2020 – Centro (centro.net), a global provider of advertising technology, announced polling data today, showing that political marketers consider connected TV (CTV) the most promising digital development for the 2020 elections cycle. Additionally, 60% say that digital makes up less than 40% of their total paid media budget. Centro’s survey was completed in April 2020 by a variety of agencies, consultants and advocacy organizations specializing in political and advocacy marketing.
To read the report, ‘Digital Media Insights in Political Marketing,’ visit: https://centro.net/blog/2020/08/digital-media-insights-in-political-marketing-2020-elections.
Additional survey data shows that:
As the 2020 U.S. election season ramps up, Centro’s survey illustrates thoughts from political marketers as they navigate the digital media landscape. Numerous campaigns for the 670 national, state and congressional races, plus 180+ ballot measure votes, are exploring strategies that incorporate connected TV, programmatic and other addressable advertising elements available in digital media.
“Political marketers want their paid media to have the visceral effect of television and video, but with the addressability, effectiveness and automation available in digital channels,” said Grace Briscoe, vice president of candidates and causes, Centro. “With many Americans staying home more for safety reasons, and with turbulent issues including race relations, a recession, and COVID-19 creating digital content waves, political operatives are grappling with an unwieldly mix of digital elements pivotal in swinging a vote.”
For seven election cycles, Centro’s technology and services have been trusted by agencies and consultants in politics, public affairs, and advocacy. Centro’s candidates and causes group has collectively worked with 1000+ political campaigns and independent expenditure committees, and 1000+ 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 (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 44 offices covering North America, South America and Europe, Centro has received numerous accolades for its commitment to employees and workplace culture.
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Contact:
Anthony Loredo
917-573-4157
Surpassed 500 Customer Contracts with Basis Since its Launch in 2018; Advertisers Have Facilitated Over $1B in Media Spend Through Basis
Chicago – August 19, 2020 – Centro (https://centro.net), a global provider of advertising technology, announced 300% growth projected in Q3 2020 year-over-year, for software revenue. The business unit had similarly strong performance in Q2 2020 with 120% growth YoY. Centro’s 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. There are 500 agencies and advertisers that have adopted Centro’s software-as-a-service (SaaS) offering since its launch at the beginning of 2018. Marketers have facilitated over $1 billion in digital ad spend through the platform since its inception.
“Basis gives agencies and advertisers the tools to withstand economic challenges and reignite their businesses as they move forward in 2020,” said Shawn Riegsecker, CEO of Centro. “We have been doubling new customer adoption every nine months and maintaining a nearly perfect retention rate because we offer marketers best-in-class, mission-critical enterprise software that powers their entire digital advertising operation.”
Here are ways Centro has been delivering value to the digital media industry this year.
Customers
Bloom Ads, Crowley Webb & Associates, Gleeson Digital Strategies, and JPL Integrated Communications are just a sample of new customers embracing media automation by converging planning, buying, operations, campaign analytics, business intelligence and reconciliation with Basis.
“The technology and team behind Centro’s Basis platform synchronize perfectly with the strategy and performance Bloom Ads delivers for brands,” said Stephen Kleiner, digital director, Bloom Ads Global Media Group. “Centro has become a formidable extension of our team, as its rigorous training and attentive customer service empowers us to scale capabilities and deliver valuable advertising outcomes.”
“As JPL has more than doubled our paid media under management over the last few years, we have realized that both our growth and our clients’ sophistication require scalable omni-channel advertising technology solutions such as Basis,” said Brian Aitken, head of paid media and analytics, JPL. “We are standardizing media operations and buying on Centro’s Basis because it helps us deliver on our promise of transparency and efficiency, while providing our clients with access to media inventory that's historically been difficult to access, manage and optimize."
CTV Advertising
Programmatic advertising on connected TV (CTV) via Basis has maintained growth consistently throughout the year. Aside from moderate increases for March and April, CTV has been experiencing (and is projected to grow) 100+% YoY for every month the rest of the year.
Remote Work
Basis was built with collaboration and efficiency as key tenets. Over the past few months, users have experienced its benefits when deployed for distributed media teams working from home. Centro’s survey of customers in late March showed that 95% of them said Basis “has improved their ability to work remotely” with half of them stating it “has significantly improved their ability to work remotely.”
Awards
The industry has given recognized Centro for the following in 2020:
Corporate Culture
Centro attributes its quality customer service and product development to its investment in workplace culture. 2020 highlights from national and regional accolades include:
Advertisers and agencies that want to learn more about Centro and Basis can visit: https://centro.net/solutions/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, South America and Europe, Centro has received numerous accolades for its commitment to employees and workplace culture.
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Contact:
Anthony Loredo
917-573-4157
Advertising Exchange and Network Partners will Need sellers.json and SupplyChain Object; Centro Integrates with Connatix, ENGINE Media Exchange, IronSource, Mediavine, and Unity
Chicago – August 5, 2020 – Centro (https://centro.net), a global provider of advertising technology, announced transparency requirements that bridge the relationship between programmatic marketers and publishers. Now, advertising exchanges and advertising networks that want ad spend from Centro will need to implement sellers.json and SupplyChain Object. Centro will block ad intermediaries that do not comply. Centro is also setting a ‘two-hop’ limit, whereby its demand side platform (DSP) will accept an impression only when an exchange works with a publisher directly, or when an exchange works with an ad monetization intermediary that works with the publisher directly. Centro’s efforts to create more direct supply paths have led to recent integrations with supply partners Connatix, ENGINE Media Exchange (EMX), IronSource, Mediavine, and Unity.
Centro operates Basis, the industry’s most comprehensive, automated, and intelligent digital media platform with an omni-channel DSP at its core. When sellers.json, SupplyChain Object and two-hop limits are in effect, advertisers:
“Centro’s supply path optimization strategy focuses on minimizing the number of partners it takes to deliver an ad to a publisher and reducing the duplicative efforts of advertisers,” said Ian Trider, director of RTB operations, Centro. “By operationalizing our new requirements in parallel with our ongoing enforcement of ads.txt and app-ads.txt, Centro’s actions clean, shorten and streamline the programmatic ad ecosystem’s supply chain.”
sellers.json and SupplyChain Object are systems for intermediaries to verify from where they source ad impressions and how many other intermediaries a publisher’s impressions has passed through already. ads.txt and app-ads.txt ensure that ads are served to validated publishers. They are all designed to be technically simple for sellers to adopt and have been vetted and developed through the Interactive Advertising Bureau (IAB). When advertisers optimize their ad spend using insights from the complementary technology, publishers have more opportunity to secure higher value in the ad tech ecosystem.
“It is illogical for advertisers to spend money through supply paths with multiple parties taking a cut,” said Shawn Riegsecker, CEO, Centro. “Campaigns running through Centro’s technology benefit from our always-on quality practices, where the most efficient and effective channels between buyers and sellers materialize.”
sellers.json and SupplyChain Object data unravel the intricate supply chain in the ad tech ecosystem. Based on these systems, Centro’s current data on ad selling partners shows that:
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 covering North America, South America and Europe, Centro has received numerous accolades for its commitment to employees and workplace culture.
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Contact:
Anthony Loredo
917-573-4157
Basis Assistant Web Browser Extension Maximizes Effectiveness and Collaboration Across Media Teams
Chicago – July 15, 2020 — Centro (https://centro.net), a global provider of advertising technology, today released a first-of-its-kind product to log and track campaign optimizations made on software-as-a-service (SaaS) advertising platforms—even within walled gardens. Basis Assistant is a web browser extension for media professionals to document how they are adjusting campaign tactics in-flight across all their campaigns. Optimization logs are vital for synchronizing teams, especially those working remotely. Campaign adjustments have typically been tracked in spreadsheets and disconnected logs to show what and when changes are made, and how they impact results.
Basis Assistant is compatible with Google, Facebook, Twitter, Microsoft, LinkedIn and all web-based advertising tools. It connects notes to the corresponding campaigns being managed in Centro’s Basis platform in real-time. Agencies and brands use Basis to consolidate digital operations across programmatic, direct, search, and social campaigns, allowing for faster collaboration across teams. Centro unveils Basis Assistant on July 15 at 1 pm ET (10 am PT) on a live webinar. Register here: https://www2.centro.net/basis-assistant.
According to a March survey, 95% of Centro customers said Basis “has improved their ability to work remotely.” Customers also said they need tools to improve team collaboration and organization. Maintaining information logs on applications such as Word, Excel, and Google Docs with context and detail from disparate ad tools is a cluttered process. It is even more unwieldly when dozens of changes are made on hundreds or thousands of dollars in ad spend on different campaigns. Basis Assistant solves this disorganization.
Basis Assistant delivers the following for media teams:
“Effective teams do not just ‘set and forget’ campaigns on digital ad tools. Basis Assistant enhances our use of multiple advertising technologies by creating a well-organized process for managing tactics across all campaigns,” said Carol Gleeson, founder and CEO of Gleeson Digital Strategies. “Combining Basis Assistant with the Basis platform empowers us to consolidate insights that highlight our value to clients, and also make our most effective strategies repeatable.”
Centro’s Basis is the industry’s most comprehensive, automated, and intelligent digital media platform. Its nucleus is an omni-channel demand-side platform (DSP) integrated with workflow automation, analytics, business intelligence (BI) and financial reconciliation tools. Basis Assistant operates as a browser app for media professionals to use within tools outside of Basis. It then ties notes back to Basis, arranged by the proper campaign thread. Learn more about Basis by visiting: https://centro.net/solutions/basis. Download Basis Assistant at: https://centro.net/solutions/basis/basis-assistant.
“Remote work magnifies the importance of clear, detailed and accessible written communication. Even our most ardent users work outside of Basis, so we’ve bridged the advertising ecosystem by consolidating data from the most popular platforms,” said Shawn Riegsecker, CEO of Centro. “Basis Assistant surpasses the capabilities of traditional optimization logs. It is a one-of-a-kind system that helps organizations grow their business by bringing whole teams on the same page and facilitating knowledge share and recollection.”
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 44 offices covering North America, South America and Europe, Centro has received numerous accolades for its commitment to employees and workplace culture.
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Contact:
Anthony Loredo
917-573-4157
Brands and Agencies Gain Stronger Command of Campaigns by Using Centro’s Basis Platform
Chicago – May 19, 2020 -- Centro (https://centro.net), a global provider of advertising technology, today announced the release of new products and upgrades that help advertisers with automation and visualization for campaign reporting, workflow management and forecasting. The advanced tools give brands and agencies more control of their campaigns. These are available in Centro’s Basis, the industry’s most comprehensive, automated, and intelligent digital media platform—and the only software solution of its kind to consolidate digital operations across programmatic, direct, search, and social campaigns. Learn more at https://www2.centro.net/basis.
Digital media professionals showcase results and prioritize actions through these product upgrades within Basis:
“Connecting Basis to Google Data Studio is a game-changer for media teams and agencies that want to showcase their value. Rather than spending time transferring data from one system to another, our team is focused on communicating insights and results to our clients,” said Sarah Bergen, ad operations specialist, VI Marketing and Branding. “VI Marketing was an early adopter of Basis because it empowers us to build strong digital media capabilities differentiated by automation, comprehensiveness, agility and intelligence.”
“Centro’s product development balances the need for agencies to have powerful and scaled ad buying and activation with automated execution and workflow of all the other important elements of their business,” said Tyler Kelly, president, Centro. “Our latest additions to Basis focus on visualization, to make it faster and easier for media professionals to comprehend what is happening in their business— and synthesize their knowledge into insights for their clients or advertising stakeholders.”
Value to customers
Without automation, tasks such as reporting, creating presentations, media planning and campaign adjustment are typically manual processes that are both time-consuming and prone to errors. Adding visualization to these tasks enhances the quality of work users put into campaigns. The latest Basis improvements add to its qualities in delivering data in a simple and easy-to-understand manner via dashboards, performance screens, business and campaign insights, private marketplace details, tactic editors and more.
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 44 offices covering North America, South America and Europe, Centro has received numerous accolades for its commitment to employees and workplace culture.
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Contact:
Anthony Loredo
917-573-4157
Centro Expands Best in Class Programmatic Training to Include Free Virtual Courses
Chicago, April 27, 2020 – AdExchanger Awards announced Centro as a finalist for overall best educational program in digital media. Simultaneously, Centro (centro.net), a global provider of advertising technology and services, today announced a significant expansion of its best-in-class education and certification programs with free virtual summits for clients and partners. Its virtual learning programs cover a variety of digital media subject matter. Events will be conducted online with interactive discussions, practical application, and networking opportunities for attendees. Centro Certified and other resources are available through the Centro Institute knowledge center. To learn more, visit: https://centro.net/institute.
“Centro has always offered robust programmatic training free of charge to our clients and partners, ever since the launch of Centro Institute in 2013. Today we are excited to introduce a virtual version that meets the needs of our customers who are now working remotely” said Katie Risch, CMO of Centro. “We look forward to resuming our in-person programs when the time is right.”
“Our industry-recognized learning initiatives provide an unparalleled understanding of digital advertising to sharpen marketers’ knowledge and help them stand out in a competitive market,” said Ryan Manchee, VP of media innovations and technology at Centro and lead for Centro Institute. “Centro Institute plays an integral role in our mission to reduce digital complexity. We want its resources to be accessible to professionals from the convenience of wherever they are located.”
More Learning Channels
Under Centro Certified, Digital Media Essentials is an introductory, self-guided course covering the basics of the ecosystem: definitions and terms, programmatic advertising concepts, common tactics, the use of data types, and more. It is crafted for any professional new to the digital advertising space – from career-minded college students, to traditional advertising veterans interested in expanding their knowledge. Register for the course at https://www2.centro.net/digital-media-essentials.
Additional Certified courses offer advanced instruction for Centro’s clients and partners, via virtual and in-person training events, with certifications in foundational knowledge, advanced strategies, and business development. Furthermore, Centro is creating more free distance learning opportunities through a new webinar series focusing on digital best practices for specific industries, such as food and beverage, pharmaceutical, CPG, and more.
Centro Institute provides a diverse set of resources that cover important topics in digital media. Its content ranges from fundamental knowledge to advanced and expert best practices. The educational programs empower all who work in advertising, with both live and virtual events. Programs within Centro Institute include workshops, webinars, leadership forums and podcasts. More than 5,800 professionals participated in these events collectively, over the last year. Agencies and marketers interested in attending any of the programs can email [email protected].
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.
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Contact:
Anthony Loredo
917-573-4157
The well-being of Centro’s employees, partners, and the greater community are our top priority and, because of the spread of COVID-19, we are taking action to contain the pandemic. We are operating out of an abundance of caution and the highest dedication to keeping our employees safe and healthy.
First and foremost, Centro is operating as normal and will continue to service and support our customers and their business with Raving Fan service and no interruptions.
Beginning on Monday, March 16, all Centro employees are working remotely. We have additionally decided to temporarily halt onsite candidate interviews and visitors while we undergo deep cleaning across all Centro’s offices. All job candidates are being scheduled for virtual interviews. Employees who are starting new positions with Centro will begin working remotely.
All Centro-hosted events scheduled over the next month (taking place at our locations or in other venues) are being postponed. We will be in contact with registrants to communicate logistics.
Centro’s leadership continues to monitor this situation. We are leaning into the care of our communities and encouraging remote employees to foster ongoing collaboration and connection. We remain positive and hopeful, yet vigilant. Further updates will be provided when we have more news to share.
We are committed to operating as normal and remain flexible in order to serve the needs of our people, clients, and partners.