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Pixalate Delivers Top-Grade Ad Protection Technology; Advertisers Can Optimize for Viewability Across Channels and Buying Tactics by Unifying Reports from Programmatic and Direct Buying
Chicago – April 30, 2018 – Centro (centro.net), a provider of enterprise-class software for digital advertising, today announced an integration with Pixalate to give users of its Basis programmatic ad platform real-time, post-bid viewability reporting. Pixalate (www.pixalate.com) is a global intelligence platform and ad fraud-protection provider offering a comprehensive suite of products that bring transparency to programmatic advertising. Centro’s Basis gain access to technology to measure when ads are viewable. Advertisers can combine this with their direct buying viewability reports in Basis to drive campaign performance through holistic optimization, with ad spend adjusted through the same platform. Basis unifies programmatic and direct media buying with workflow automation, cross-channel campaign planning, universal reporting and business intelligence. Learn more here: http://www2.centro.net/basis.
Brands have many concerns about digital advertising’s effectiveness in engaging customers. Data from Centro and Advertiser Perceptions showed that advertisers identified the ‘need for better insights/reporting deliverables from data’ as the top pain point in programmatic ad management. Agencies and advertising tech companies are galvanizing around viewability as a key performance metric and an illustration that ad placements are being seen, and therefore have value. When media buyers have stronger analytics for metrics such as viewability, they can better show that their ads work.
“Viewability has become a standard currency in the digital advertising ecosystem,” said Jalal Nasir, CEO of Pixalate. “By enabling Pixalate’s viewability measurement within Centro’s platform, media professionals will have seamless access to the valuable metrics required to build trust with all parties in the digital ad marketplace.”
Benefits of Viewability
The Media Ratings Council (MRC) has defined a display ad as “viewable” when 50% or more of the pixels appear in a browser for at least one continuous second after the ad has rendered. Benefits for media professionals using Pixalate’s viewability reporting technology in Basis include:
Viewability is an online advertising metric that aims to track only impressions that can be seen by users. For example, if an ad is loaded at the bottom of a webpage but a user doesn’t scroll down far enough to see it, that impression would not be deemed viewable. Viewability is designed to let advertisers pay only for the ads that users could possibly see. In addition to the newly launched post-bid viewability reporting, Basis has been providing pre-bid viewability targeting for advertisers optimizing campaigns based on impressions that have been predetermined to have a high likelihood of being viewable.
“Advertisers want actionable analytics and intelligence from ad tech, and we feel that pairing robust data on viewability with all-channel media buying tools can significantly improve campaign performance,” said Katie Risch, EVP of customer experience, Centro. “Pixalate offers powerful technology for measurement and advertiser security, and our customers can now readily access this data and apply it to differentiate their brands.”
Centro’s Basis converges the major aspects of digital media into one business ecosystem. It is a SaaS advertising solution designed to boost 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.
About Pixalate
Pixalate, Inc. is a leading global intelligence platform and real-time ad fraud protection provider. Pixalate is a Media Rating Council-accredited vendor for display ad viewability and Sophisticated Invalid Traffic (SIVT) detection and filtration for desktop and mobile web traffic. For more information, please visit www.pixalate.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
Centro’s Programmatic Ad Platform is Already “Certified Against Ad Fraud;” Now Meets Requirements to Prevent Ad Placement on Digital Media Properties Distributing Pirated Content and Counterfeit Products
Chicago – March 27, 2018 – Centro (centro.net), a provider of enterprise-class software for digital advertising, today announced that it has been awarded with the “Certified Against Piracy” seal from the Trustworthy Accountability Group (TAG). This is Centro’s second TAG seal, after being “Certified Against Ad Fraud” last year. TAG (www.tagtoday.net) is an advertising industry initiative to fight criminal activity in the digital advertising supply chain. Its Certified Against Piracy program helps advertisers avoid damage to their brands from ad placement on websites and other media properties that distribute pirated content and counterfeit products. The program puts organizations in the ad industry through a rigorous process to ensure that they meet TAG’s anti-piracy standards.
How Does Piracy Damage Digital Advertisers?
“Piracy” in digital media refers to the unauthorized copying, distributing and selling of works in copyright. When a brand’s advertisement is served on sites and apps that have pirated content or sell counterfeit products, Internet users may associate the brand with illegal activity. Research from TAG and Ernst & Young LLP in 2017 showed that anti- piracy steps taken by the digital advertising industry have reduced ad revenue for pirate sites by between 48 and 61 percent, an improvement from the $2.4 billion problem of infringing content that was measured by Ernst & Young in 2015. TAG is providing assurance to buyers and sellers by listing fully-vetted anti-piracy service and technology providers whose offerings have been “Certified Against Piracy.”
“By demonstrating leadership and meeting all the steps required by TAG, Centro is helping combat the negative impact of ad-supported pirated content on digital media,” said Mike Zaneis, CEO of TAG. “TAG’s mission of lifting the quality of the digital ad industry is gaining support and strength from influential organizations that share our vision for our space.”
What is the Certified Against Piracy Seal?
Companies that abide by TAG’s Certified Against Piracy Guidelines receive the Certified Against Piracy seal, which illustrates that they take proactive steps to prevent ad placement on websites and media properties with pirated content and counterfeit products. Buyers, direct sellers and intermediaries across the digital advertising ecosystem are eligible to receive the seal, with requirements varying according to a company’s role in the digital advertising supply chain.
TAG’s Certified Against Piracy program includes anti-piracy tools to aid in compliance with the program requirements:
By participating in TAG’s Certified Against Piracy program, Centro reaffirms to the users of its Basis programmatic ad platform its commitment to quality inventory sourcing; support of content owners and brands; and opposition to offending sites that profit from pirated content or counterfeit products.
“In jump-starting a movement towards a cleaner, well-lit digital advertising ecosystem, TAG has galvanized major players in the industry who share the same values,” said Ian Trider, director of RTB platform operations, Centro. “Centro has always supported the health of digital publishers, and we’re continuing this with our involvement in the Certified Against Piracy program to ensure that solely principled media organizations receive ad dollars.”
Centro’s Basis unifies programmatic and direct media buying with workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It is designed to boost media, team and business performance by enabling advertisers to plan, buy and analyze real-time bidding (RTB), direct, search and social campaigns on a single platform.
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 on 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.
About the Trustworthy Accountability Group
The Trustworthy Accountability Group (TAG) is the leading global certification program fighting criminal activity and increasing trust in the digital advertising industry. Created by the industry’s top trade organizations, TAG’s mission is to eliminate fraudulent traffic, combat malware, prevent Internet piracy, and promote greater transparency in digital advertising. TAG advances those initiatives by bringing companies across the digital advertising supply chain together to set the highest standards. TAG is the first and only registered Information Sharing and Analysis Organization (ISAO) for the digital advertising industry. For more information on TAG, please visit tagtoday.net.
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Contact:
Anthony Loredo
310-573-8776
Centro Institute Offers a Wide Range of Instruction for Driving Digital Media Campaign Performance; Multi-Pronged Digital and Live Courses Can Ramp-Up Workforces to Process Ad Tech’s Complexities
Chicago, March 19, 2018 – Centro (centro.net), a provider of enterprise-class software for digital advertising, today announced the launch of Centro Institute, an education program designed to enhance the digital media intelligence of professionals in the advertising industry. The multi-pronged catalog of events consists of workshops, regional summits, monthly webinars and a certification program -- all designed for workers across all levels of expertise in digital media. Centro Institute’s sessions will cover a wide variety of topics, including programmatic buying, advanced TV, shopper marketing, audience data, brand safety and more. The educational program is designed to empower all who work in the advertising space, with some events custom created exclusively for Centro clients. For more information on Centro Institute, visit: centro.net/resources.
The Need for Ad Tech Education
Digital media and advertising technology has advanced rapidly in the past decade and continues to evolve at a fast pace. Professionals in the space are required to understand the nuances and intricate details of tech platforms, planning tools, cost types, buying methods, creative units, tracking metrics and more, while meeting the strategic needs of their clients. Despite these demands and the rapid growth of ad tech, there’s a shortage of formal and easily accessible education and curriculum with digital media subject matter. Centro Institute prepares digital media professionals with a solid foundation of knowledge, learned in a nurturing and accommodating environment, to get up-to-speed and stay ahead in this evolving industry.
“Centro’s focus for a great user experience extends beyond our platform. Centro Institute is an industry-wide resource for professionals to construct baseline knowledge and advanced expertise that drives performance for their teams and organizations,” said Ryan Manchee, VP of media innovations and technology, Centro. “We structure our comprehensive educational programs for a wide range of skill levels and proficiencies to advance users’ abilities as they move forward on their digital media career path.”
Centro Institute: Digital Media Education Content & Formats
Centro Institute’s content ranges from fundamental knowledge to advanced and expert best practices. Its elements are:
Centro Institute’s Symposiums and Webinar Series are open to customers and non-customers. Attendees learn from subject matter experts with extensive knowledge about trends that affect the day-to-day workflow of media businesses. Centro customers gain access to tailored Certified and Workshop events as well as modules with a robust set of downloadable materials and job-aids to help users excel in their roles. Customers who want access to these learning channels can inquire with their account representative for the upcoming schedule.
For more than a decade, Centro has been resource for advertisers to manage the complexity of digital media. Its solution, Basis, was built to alleviate industry friction by merging the major aspects of digital media into one business ecosystem. Basis is the first SaaS advertising solution that unifies programmatic and direct media buying with workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It is designed to boost 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.
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
anthony.loredo@centro.net
310-357-8776
Centro’s Programmatic Ad System Delivers Digital Media Buying, Workflow, Measurement and Business Intelligence; Additional Release Centralizes Inventory Availability Data from All Channels and Markets
Chicago – March 1, 2018 – Centro (centro.net), a provider of enterprise-class software for digital advertising, today announced that users of its Basis programmatic ad platform will be able to converge ad creative performance data from major delivery sources. Basis now offers users creative reporting across their campaigns, providing granular ad-level data from DoubleClick, Facebook, Instagram, Google Search, and Google Display Network all in one place. This gives advertisers deep insight into campaigns through an apples-to-apples view of what ads performed best across channels, targets, properties, tactics, and many other factors. For media professionals striving for holistic campaign planning, another new capability on Basis provides superior intelligence on ways to work with publishers in open auction, in private marketplaces (PMP), and through direct buying. Basis’ newly enhanced global directory of 9,000 vendors and 11,000 contacts centralizes inventory availability data on all channels and buying tactics. Learn more here: http://www2.centro.net/basis.
Disconnected Tools in Digital Media
Digital media is growing more complex, as agencies balance different buying strategies on all devices and channels while analyzing how the various tactics and creatives on campaigns performed. Programmatic-only technology solutions don’t meet all the needs of campaigns that often include highly-tailored direct-buying, paid search and/or paid social. Furthermore, digital media buyers regularly work with an average of 4-5 vendors in each of ‘DSP,’ ‘data management,’ and ‘other’ ad tech categories. As a result, it takes many steps and continuous toggling in software applications to plan, buy measure and analyze media. This leads to more errors and costs, and loss in productivity.
“Basis represents the next generation of programmatic advertising software, driving the automation in all parts of digital media,” said Katie Risch, EVP of customer experience, Centro. “Basis is the only system where campaigns with direct, biddable, social and search buying can originate seamlessly. And through the natural progression of our technology, we’ve created a sophisticated feedback loop that gives advertisers vision on what is working and how to optimize.”
Creative-Level Reporting on Major Channels
Basis provides media strategists and buyers with creative-level reporting for many popular channels, giving them robust intelligence and data on which creatives perform the best. A complete picture of campaign performance helps agencies make impactful optimizations to improve campaign performance. Creative reporting also helps marketers understand the returns from their investment in creative production, which can be a significant portion of the budget. The feature provides:
Enhanced Publisher Directory
Basis provides users with one directory containing wide-ranging data and inventory availability for publishers and vendors. Users can access a single view of all media-buying options on any specific publisher. In evaluating how to work with publishers either directly or through exchanges and private marketplaces, media professionals can assess their best chances for success working with a vendor. Media strategists gain:
Impactful Ad Technology in One System
The Basis SaaS solution is designed to boost team and campaign performance by enabling advertisers to integrate real-time bidding (RTB), direct, search and social advertising into one campaign planning and buying platform. Basis helps agencies connect disparate features and tools of digital media buying in a programmatic ad platform. It acts as a one-stop shop for agencies focused on driving performance of business, teams and campaigns by consolidating all parts of digital media buying into one system.
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 40 offices in North America, Centro has received numerous accolades for its commitment to employees and workplace culture.
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Contact:
Anthony Loredo
310-573-8776
Centro and Advertiser Perceptions Survey Shows What Advertisers Want from Programmatic Advertising;
Interest Grows for Private Marketplace and Open RTB, While Direct I/O-Based Ad Spend is Steady
Chicago – Jan. 16, 2017 – Centro (centro.net), a provider of enterprise-class software for digital advertising, today published data showing that nearly all large digital ad spenders will adopt more programmatic advertising capabilities in-house over the next 12 months. Available in Centro’s report, “Tech, Programmatic and Expectations,” the data was compiled from a survey conducted with research firm Advertiser Perceptions (www.advertiserperceptions.com). It projects spending growth for private marketplaces and open RTB, although direct I/O-based ad buying will remain steady for the majority of respondents. Additionally, the biggest pain points advertisers identified in programmatic advertising were reporting/insights, inconsistent measurement standards and vendor evaluation. The report is available here: www2.centro.net/centro-ad-perceptions-survey.
Programmatic advertising is a complex endeavor for digital advertisers. Day-to-day, these organizations try to manage vendors, creative units, devices, cost types, tracking metrics and more. In late summer of 2017, Centro and Advertiser Perceptions surveyed 153 agency and brand marketing professionals that spend $5 million to $100 million annually in digital ads to gauge their companies’ evolution into programmatic media strategy and execution. The survey found that:
“Digital advertising professionals are confirming the inevitable wave of agencies and marketers shifting programmatic advertising to in-house teams, which they would need to intertwine with direct-to-vendor RFPs and insertion orders that remain a key part of ad-buying responsibilities,” said Katie Risch, EVP of customer experience, Centro. “Business expansion doesn’t always mean complexity, and organizations that can unify ad buying, reporting and intelligence are the most equipped to compete in a fluid media industry.”
In-House Capabilities and Business Tools
Centro’s survey provides insights on important factors driving programmatic in-house adoption. ‘Control,’ ‘increased revenue stream,’ and ‘greater transparency’ were the three top reasons. The research also gauged how industry professionals viewed the tools for their jobs and what they need to be successful. The findings showed that:
To be competitive in digital media, agencies and marketers are exploring how in-house programmatic capabilities can differentiate their offering. Feedback from the industry shows that expansion into this mode of ad buying is becoming more popular and requires tools that help advertisers drive campaign performance and unify data for analysis. Centro’s solution to reduce industry complexity is Basis, a programmatic advertising software and media buying business ecosystem that enables advertisers to integrate real-time bidding (RTB), direct media-buying, search and social advertising, as well as campaign optimization and analysis, into one campaign planning platform.
About Advertiser Perceptions
Advertiser Perceptions is the global leader providing data-driven business intelligence for the advertising industry. They provide consultative solutions critical to the success of the world’s leading media and ad tech companies, agencies and marketers. Their exclusive insights, practical advice and expert guidance produce solutions that deliver results and enable their clients to thrive in today’s complex and competitive advertising market. They work with clients to investigate, analyze and interpret the insights they collect, and then develop solutions specific to meeting the individual challenges they face.
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.
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Contact:
Anthony Loredo
310-573-8776
Centro and Advertiser Perceptions Survey Shows What Advertisers Want from Programmatic Advertising;
Interest Grows for Private Marketplace and Open RTB, While Direct I/O-Based Ad Spend is Steady
Chicago – Jan. 16, 2017 – Centro (centro.net), a provider of enterprise-class software for digital advertising, today published data showing that nearly all large digital ad spenders will adopt more programmatic advertising capabilities in-house over the next 12 months. Available in Centro’s report, “Tech, Programmatic and Expectations,” the data was compiled from a survey conducted with research firm Advertiser Perceptions (www.advertiserperceptions.com). It projects spending growth for private marketplaces and open RTB, although direct I/O-based ad buying will remain steady for the majority of respondents. Additionally, the biggest pain points advertisers identified in programmatic advertising were reporting/insights, inconsistent measurement standards and vendor evaluation. The report is available here: www2.centro.net/centro-ad-perceptions-survey.
Programmatic advertising is a complex endeavor for digital advertisers. Day-to-day, these organizations try to manage vendors, creative units, devices, cost types, tracking metrics and more. In late summer of 2017, Centro and Advertiser Perceptions surveyed 153 agency and brand marketing professionals that spend $5 million to $100 million annually in digital ads to gauge their companies’ evolution into programmatic media strategy and execution. The survey found that:
“Digital advertising professionals are confirming the inevitable wave of agencies and marketers shifting programmatic advertising to in-house teams, which they would need to intertwine with direct-to-vendor RFPs and insertion orders that remain a key part of ad-buying responsibilities,” said Katie Risch, EVP of customer experience, Centro. “Business expansion doesn’t always mean complexity, and organizations that can unify ad buying, reporting and intelligence are the most equipped to compete in a fluid media industry.”
In-House Capabilities and Business Tools
Centro’s survey provides insights on important factors driving programmatic in-house adoption. ‘Control,’ ‘increased revenue stream,’ and ‘greater transparency’ were the three top reasons. The research also gauged how industry professionals viewed the tools for their jobs and what they need to be successful. The findings showed that:
To be competitive in digital media, agencies and marketers are exploring how in-house programmatic capabilities can differentiate their offering. Feedback from the industry shows that expansion into this mode of ad buying is becoming more popular and requires tools that help advertisers drive campaign performance and unify data for analysis. Centro’s solution to reduce industry complexity is Basis, a programmatic advertising software and media buying business ecosystem that enables advertisers to integrate real-time bidding (RTB), direct media-buying, search and social advertising, as well as campaign optimization and analysis, into one campaign planning platform.
About Advertiser Perceptions
Advertiser Perceptions is the global leader providing data-driven business intelligence for the advertising industry. They provide consultative solutions critical to the success of the world’s leading media and ad tech companies, agencies and marketers. Their exclusive insights, practical advice and expert guidance produce solutions that deliver results and enable their clients to thrive in today’s complex and competitive advertising market. They work with clients to investigate, analyze and interpret the insights they collect, and then develop solutions specific to meeting the individual challenges they face.
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.
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Contact:
Anthony Loredo
646-462-4888
Users of Centro’s Basis Programmatic Ad Platform Can Execute Connected TV Campaigns at Scale with Wide Variety of Private Marketplaces from Premier Content and Technology Providers
Chicago – Nov. 1, 2017 – Centro (centro.net), a provider of enterprise-class software for digital advertising, today announced access to additional connected TV (CTV) inventory via a Samba TV private marketplace (PMP). Available through programmatic buying on Centro’s omni-channel platform, Basis, connected TV PMPs enable advertisers to efficiently and precisely reach over-the-top (OTT) streamers at scale. Other Basis supply integrations with DoubleClick Ad Exchange by Google, SpotX and Telaria provide access to CTV inventory from premium publishers that include Bloomberg, Tubi.tv and more. Basis provides advertisers with tools to solely target CTV viewers or integrate this tactic with other forms of programmatic or direct-to-publisher media buying.
Leichtman Research Group data shows that 69% of U.S. households have a connected TV. Yet, CTV remains a forgotten screen among many marketers and media buyers because they lack efficient ways to reach audiences on these devices. Furthermore, adding CTV advertising tactics involve more complexity and require additional education for marketers. Advertisers that want to capitalize on connected TV advertising and incorporate it seamlessly into their media planning and buying processes need easy-to-use, unified systems that deliver robust targeting and supply choice and easily consolidates with other forms of digital advertising that the marketer utilizes.
“As users adopt streaming services to access their favorite movies and shows, many of them are watching the content on connected TVs, giving advertisers a wide, creative canvas for engagement,” said Katie Risch, EVP of customer experience, Centro. “Centro’s Basis is unique in empowering marketers to incorporate connected TV into their other advertising campaign strategies, thereby enabling them to achieve significant competitive advantages.”
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. It provides users with tools to activate, optimize, measure and analyze campaigns directed to connected TV audiences on smart TVs and other streaming devices such as Amazon Fire TV, Apple TV, Playstation, Roku, Xbox and more. Benefits for advertisers include:
Connected TV campaigns should not be executed in a silo, regardless if it’s bought with programmatic tactics or direct from suppliers. Basis’ comprehensive and robust tools enable advertisers to seamlessly integrate CTV into the overall buying workflow, which can help enhance performance of multi-channel digital media campaigns.
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.
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Contact:
Anthony Loredo
anthony.loredo@centro.net
310-573-8776
Centro’s Basis Programmatic Ad Platform Meets the Requirements for Preventing Fraudulent Non-Human Traffic in the Digital Advertising Supply Chain
Chicago – Oct. 25, 2017 – Centro (centro.net), a provider of enterprise-class software for digital advertising, today announced that it has been awarded with the “Certified Against Fraud” seal from the Trustworthy Accountability Group (TAG). TAG (www.tagtoday.net) is an advertising industry initiative to fight criminal activity in the digital advertising supply chain. Its Certified Against Fraud program is designed to combat fraudulent non-human traffic. The program puts organizations in the ad industry through a rigorous process to ensure that they meet TAG’s anti-fraud standards. Centro has met all the steps required by TAG.
What is Ad Fraud?
Ad fraud is the practice of serving digital ads that have no chance of being viewed by a human user or are misrepresented. This wastes ad spend, diverts revenue from principled publishers, and fools marketers into thinking that they are performing well. Generating non-human traffic to create paid ad impressions is a specific fraudulent tactic that uses illegitimate software programs (also known as bots) to simulate human web surfing on a web browser.
“The media and advertising industry needs leadership from powerful organizations that can effect change and stamp out bad behavior in our space,” said Mike Zaneis, CEO of TAG. “Centro is putting a premium value on audience and inventory quality by participating in our anti-fraud program and orienting its system to meet our high degree criteria for digital media.”
To ensure that its technology platform meets TAG’s standards for the anti-fraud program, Centro completed steps related to complying with the Media Rating Council’s (MRC) Invalid Traffic (IVT) Detection and Filtration Guidelines, domain list filtering, data center IP list filtering, and TAG’s Payment ID System. By using Basis, Centro’s programmatic ad platform, advertisers and agencies are choosing a demand-side platform (DSP) that is proactively monitored to defend against fraud. For more knowledge, tips and techniques to minimize ad fraud, visit: centro.net/blog/ask-centro-expert-whats-ad-fraud.
“The digital media industry needs collective efforts that serve to elevate the quality, transparency and cleanliness of digital advertising,” said Ian Trider, director of RTB platform operations, Centro. “Centro prioritizes delivering valuable inventory for customers, and it shows in how we provide users up-to-date technology and best practice education to minimize the risks for ad fraud.”
Known for its ease-of-use, Centro’s Basis encompasses next generation programmatic software and a media buying business ecosystem. This combined SaaS solution boosts team and campaign performance by enabling advertisers to integrate real-time bidding (RTB), direct, search and social advertising into one campaign planning platform. It offers robust brand safety controls, omni-channel reach and campaign optimization and analysis -- all orchestrated through an all-in-one digital media system.
How to Reduce Ad Fraud
Basis features that minimize ad fraud (in addition to TAG’s anti-fraud measures) include:
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 the Trustworthy Accountability Group
The Trustworthy Accountability Group (TAG) is the leading global certification program fighting criminal activity and increasing trust in the digital advertising industry. Created by the industry’s top trade organizations, TAG’s mission is to eliminate fraudulent traffic, combat malware, prevent Internet piracy, and promote greater transparency in digital advertising. TAG advances those initiatives by bringing companies across the digital advertising supply chain together to set the highest standards. TAG is the first and only registered Information Sharing and Analysis Organization (ISAO) for the digital advertising industry. For more information on TAG, please visit tagtoday.net.
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Contact:
Anthony Loredo
646-462-4888
User Reviews of Centro’s Basis Platform Highlight its Customer Support, Usability and Features
Chicago – Oct. 11, 2017 – Centro (centro.net), a provider of enterprise-class software for digital advertising, today announced that it has been recognized as the leader in the G2 Crowd Demand-Side Platform (DSP) Grid report. A leading business software review platform, G2 Crowd evaluated programmatic advertising technology systems using customer reviews and feedback. Centro’s DSP, Basis, received the highest ranking based off user satisfaction relating to support, ease-of-use, features and more. The report is available at: www2.centro.net/G2-Crowd-Report-Download.
The G2 Crowd Grid report represents the voice of software users. The DSPs on the Grid are ranked by customer satisfaction (based on user reviews collected through August 28, 2017) and market presence (based on market share, vendor size, and social impact). To calculate the product strength and scores in real time, G2 Crowd rates DSP products algorithmically based on data sourced from product reviews shared by G2 Crowd users and data aggregated from online sources and social networks. Technology buyers can use this data to select the best DSP for their businesses and to find peers with similar experiences. To view the Grid data, please visit the DSP page.
“Basis DSP by Centro has been identified as a Leader in our Fall 2017 Demand Side Platform (DSP) Grid based on its large market presence and high levels of customer satisfaction,” said Mitch Lieberman, director of research, G2 Crowd. “Basis DSP’s satisfaction ratings each scored higher than the category average. Additionally, 100 percent of users rated it four out of five stars or better.”
Distinguished by its ease-of-use, as highlighted by users, Basis DSP offers features necessary for advanced programmatic advertising, including:
Basis DSP is the nucleus of Centro’s next generation programmatic software and media buying business ecosystem. This combined SaaS solution boosts team and campaign performance by enabling advertisers to integrate real-time bidding (RTB), direct, search and social advertising into one campaign planning platform. Programmatic advertising and direct-to-publisher media buying, as well as campaign optimization and analysis, are orchestrated through this all-in-one digital media system.
“G2 Crowd has established a standard for user-focused evaluations of business software and systems,” said Katie Risch, EVP of customer experience, Centro. “Our positive scores on the G2 Crowd report speaks to Centro’s development of a programmatic advertising system that is easy-to-use, feature-rich and powerful. This is an extension of our history in bringing simplicity to the complex ad tech ecosystem.”
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 G2 Crowd, Inc.
G2 Crowd, the world’s leading business solution review platform, leverages more than 170,000 user reviews to drive better purchasing decisions. Business professionals, buyers, investors, and analysts use the site to compare and select the best software and services based on peer reviews and synthesized social data. Every month, nearly one million people visit G2 Crowd’s site to gain unique insights. Co-founded by the founder and former executives of SaaS leaders like BigMachines (acquired by Oracle) and SteelBrick (acquired by Salesforce) and backed by more than $45 million in capital, G2 Crowd aims to bring authenticity and transparency to the business marketplace. For more information, go to G2Crowd.com.
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Contact:
Anthony Loredo
646-462-4888