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
Users of Basis Propel its Ascendance Among Top Programmatic Ad Platforms; Basis Offers Media Tech Convergence by Integrating DSP with Workflow and Business Intelligence
Chicago – Jan. 15, 2019 – Centro (centro.net), a global provider of advertising technology, today announced that Basis by Centro has secured the No. 1 rank on the G2 Crowd Demand-Side Platform (DSP) Grid report for the 7th quarter in a row. G2 Crowd scores products and vendors based on reviews gathered from its user community (collected through November 21, 2018), 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. Click here to download the report.
“Our Winter 2019 Demand Side Platform Grid Report identifies Basis by Centro as a Leader based on users’ high levels of customer satisfaction and Centro’s visibility and market share,” said Rob Light, research principal, G2 Crowd. “Ease of use, user requirements, ease of doing business with, and support, are all factors that have helped Basis garner positive reviews from its customers.”
Among Basis users, 95% give it 4 out of 5 stars and 89% recommend it. Additional highlights from Basis’ G2 Score include:
Basis is the first programmatic platform fitted with tools for workflow automation, holistic analytics and business intelligence, all available in a single sign-on system. This is illustrated on G2 Crowd, where users can voice their opinions on different types of software. Review a few notable comments customers have made about Basis recently, via G2 Crowd’s review system, below:
“Marketers and advertisers rely on G2 Crowd to synthesize the voice for users into thorough and relatable evaluations of technology,” said Katie Risch, EVP of customer experience, Centro. “Our raving fans are eager to share feedback about Basis because of our continuous innovation and development as market needs evolve for advertising professionals.”
Basis’ DSP features omni-channel reach, private marketplaces, robust brand safety controls and algorithmic campaign optimization. The DSP is the nucleus of Basis, empowering advertisers to plan, buy and analyze real-time bidding (RTB), direct, search and social campaigns. Learn more about Basis by visiting: http://www2.centro.net/basis.
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
Holistic DSP and Media Management System Helps Agencies Converge Digital Media Buying, Operations, Analytics and Business Intelligence; Basis will Facilitate $500+ Million in 2018 Ad Spend
Chicago – Nov. 15, 2018 – Centro (centro.net), a provider of enterprise-class trading and media operations software, today announced more than 100 new agencies have signed up to use Basis to converge their digital media planning, buying, trading, operations, campaign analytics and business intelligence into a singular platform. Within nine months of Basis’ launch, Casual Astronaut, Magnetry, Moore Inc., National Media, New Paradigm Strategy Group, Norbella, OCD Media, The New Media Firm and VI Marketing and Branding were among early agency adopters. Basis is on track to facilitate more than $500 million across search, social, programmatic and direct-to-vendor ad spend in 2018, with self-serve revenue growth surpassing 100% quarterly.
Today, digital media buying teams rely on multiple and fragmented advertising technologies to facilitate and manage their day-to-day work. This fragmentation and platform complexity drives up labor and tech infrastructure costs, creating chaos, confusion and inaccuracies in the digital media operations process. As a result, industry employees, as well as business performance, are strained, leading to a downward trend in client satisfaction scores. In a recent industry study, 93% of agency employees said they feel they are not meeting client expectations.
Basis is the first platform that solves these pain points through a single sign-on system offering workflow automation, programmatic buying, holistic analytics and business intelligence in one platform. Learn more about Basis here: http://www2.centro.net/basis.
“The digital advertising industry continues to evolve at a rapid pace, adding more technology complexity than ever, which creates more work and unnecessary strain on agency employees,” said Renée Harriman, VP at VI Marketing and Branding. “We’re always looking for new and innovative ways to help our teams perform better and improve performance and service levels for our clients. By bringing together disparate buying functions, connecting our people and providing holistic analytics across everything, Basis has had an immediate and measurable impact on our company.”
“Moore’s partnership with Centro to leverage its technology platform elevates our strategic approach to digital media,” said D’Arcy Toffolo, executive managing director, Moore, Inc. “Basis equips our team with more real-time information they can use to make informed, quick-turn decisions about how to manage and optimize our clients’ advertising investment. It empowers us to quickly identify trends across our client base that we can utilize to stay leading-edge.”
“It is unsustainable for agencies and their employees to log into multiple, disconnected technology platforms for the mere purpose of executing a single digital media buy,” said Shawn Riegsecker, CEO of Centro. “Programmatic technology, despite its many benefits in reach and targeting, hasn’t created universal efficiency for the industry. DSPs need a transformation. Basis creates true automation across the entire digital media process to drive improved performance, reduce costs and empower media teams to do more.”
Centro’s Basis, the most sophisticated and comprehensive media automation and intelligence platform in the industry, provides a unified software stack with three primary components seamlessly integrated in one solution.
Media Operations and Workflow Automation
Basis provides a single interface to manage all digital media holistically across direct, programmatic, search, and social. The platform provides a robust inventory directory across all inventory types, making it the largest and most well-curated vendor directory in the industry. With enterprise resource planning (ERP) tools for media and advertising, Basis manages vendor agreements, employee permissions, messaging and communication, media planning, RFPs, insertion orders (IOs), performance analytics and financial facilitation. Its connection to major Search and Social platforms and ad servers gives users one view of all ad performance analytics in one dashboard. Users can easily understand how buying tactics perform across channels in order to calibrate budgets and optimize holistically. Basis' messaging center creates a system of record for all digital media communication history, both internally and externally.
#1 Rated DSP
At the core of Basis is a powerful programmatic ad-buying engine that has been ranked by G2 Crowd, a business software user review platform, as the highest-rated demand side platform (DSP) in the industry for more than a year. Basis offers many advanced features including omni-channel reach, private marketplaces, brand safety controls, machine learning and algorithmic optimization, and micro-geo-fencing without compromising on ease-of-use for media professionals and business executives.
Business Intelligence (BI)
All data inside Basis is funneled into its business intelligence warehouse. Agencies and marketers continually struggle to aggregate granular details on clients, brands, vendors and team performance. Basis provides an integrated BI tool giving users the ability to create and pull over 7,000 different combinations of insightful reports and analysis to help drive optimum business performance.
About Centro
Centro (centro.net) is a provider of enterprise-class software for digital advertising organizations. Its technology platform, Basis, is the first of its kind SaaS advertising solution unifying programmatic and direct media buying, along with workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It boosts media team and business performance by enabling advertisers to plan, buy and analyze real-time bidding (RTB), direct, search and social campaigns in a single platform. Headquartered in Chicago with 40 offices in North America, Centro has received numerous accolades for its commitment to employees and workplace culture.
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Contact:
Anthony Loredo
310-573-8776
Chicago – Oct. 12, 2018 – Centro (centro.net), a provider of enterprise-class software for digital advertising, today announced the availability of proprietary audience data targeting segments. Interest Segments by Centro targets consumers based on past digital content consumption within an appropriate relevant period of time about relevant topics -- giving advertisers a comprehensive view of customer’s interests, life stages and personalities. Marketers can reach customers in real-time, at scale, and with precision while utilizing all major ad units. This is available exclusively through Centro’s Basis platform, which empowers advertisers to plan, buy and analyze real-time bidding (RTB), direct, search and social campaigns in a single SaaS solution. Learn about Basis here: http://www2.centro.net/basis.
Users’ digital media consumption is fragmented across various sites and devices, making it difficult for marketers to truly understand what consumers want. Common contextual targeting shows an incomplete picture, which wouldn’t include content users have been interacting with recently on various digital platforms. Interest Segments by Centro pinpoints audiences who are consuming relevant content multiple times in frequencies that indicate the intention to purchase. This helps marketers identify customers in real-time and activate media to engage them immediately across digital channels. Centro’s Basis provides a unified view of audiences and empowers advertisers to deliver highly tailored ad messages to them.
“Centro is harnessing half a billion dollars in ad campaigns being processed through our platform yearly to create well-informed views of audiences and how they interact with different digital content,” said Katie Risch, EVP of customer experience, Centro. “Users of Basis can capitalize on our proprietary knowledge along with robust targeting choices to power sophisticated precision advertising that scales across all digital media.”
Basis offers programmatic advertising with robust targeting options using first-party data, third-party data and/or Centro’s proprietary segments. These can be activated and optimized alongside other buying tactics for the same campaign. Data-driven marketers can then consolidate campaign reports and analysis in real-time into one view to gain actionable insight on how different buying tactics and channels (including search and social) perform compared to each other.
Centro’s Basis is one of the most sophisticated media automation and intelligence platforms in advertising technology. It is a SaaS solution designed to boost media, team and business performance by enabling advertisers to plan, buy and analyze all major parts of campaigns in a single platform. It offers advanced programmatic advertising features and direct-to-publisher buying seamlessly integrated with performance analysis tools (for display, search and social) and business intelligence software.
About Centro
Centro (centro.net) is a provider of enterprise-class software for digital advertising organizations. Its technology platform, Basis, is the first of its kind SaaS advertising solution unifying programmatic and direct media buying, along with workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It boosts media, team and business performance by enabling advertisers to plan, buy and analyze real-time bidding (RTB), direct, search and social campaigns in a single platform. Headquartered in Chicago with 40 offices in North America, Centro has received numerous accolades for its commitment to employees and workplace culture.
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Contact:
Anthony Loredo
310-573-8776
Centro’s Basis Has Been Named the Leader for Programmatic Ad Platforms; Quality of Support, Ease of Doing Business With, and More Are Qualities Recognized by Users
Chicago – Aug. 22, 2018 – 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 for Summer 2018. In each of G2 Crowd’s quarterly DSP reports from the past year, Basis, Centro’s digital media platform, received the highest G2 score in this category. A leading business software review platform, G2 Crowd regularly evaluates programmatic advertising technology systems using customer reviews and feedback. According to the report, 97% of Basis users rated it 4 or 5 stars; 95% of users believe it is headed in the right direction, and users said they would likely recommend Basis at a rate of 89%. The report is available at http://www2.centro.net/G2-crowd-summer-report-2018.
As programmatic advertising becomes an industry mainstay, there are more and more technology options available for marketers to consider. Distinguishing programmatic ad tools becomes a challenge because very few of the DSP vendors offer clear points of differentiation. The G2 Crowd Grid report for DSPs highlights user voices to showcase software elements that are most useful to media professionals operating and overseeing the software. G2 Crowd rates products and vendors based on user reviews (collected through June 6, 2018) as well as data aggregated from online sources and social networks.
“Centro has been identified as a Leader in our Summer 2018 Demand Side Platform Grid Report, based on users’ high levels of customer satisfaction and Centro’s large market presence,” said Rob Light, research principal, G2 Crowd. “Centro’s satisfaction ratings were highlighted by the quality of support, ease of use, and ease of doing business with, each scoring higher than the category average. Additionally, 97% of reviewers rated the product four out of five stars or better.”
The high G2 Score for Basis was fueled by:
Basis offers advanced programmatic advertising features, including omni-channel reach, private marketplaces, robust brand safety controls and algorithmic campaign optimization. These form the nucleus of Centro’s SaaS solution that enables advertisers to plan, buy and analyze real-time bidding (RTB), direct, search and social campaigns in a single platform.
“G2 Crowd has created an authoritative voice for users of technology in order to help advertisers manage their digital media investments,” said Katie Risch, EVP of customer experience, Centro. “Centro’s customers have recognized the importance of Basis for G2 Crowd’s DSP reports during the past twelve months. This shows the emphasis we’ve put on developing powerful, effective, and easy-to-use tools for programmatic advertising that a wide variety of media professionals can adopt.”
About G2 Crowd, Inc.
G2 Crowd, the world’s leading business solution review platform, leverages more than 425,000 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.
About Centro
Centro (centro.net) is a provider of enterprise-class software for digital advertising organizations. Its technology platform, Basis, is the first of its kind SaaS advertising solution unifying programmatic and direct media buying, along with workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It boosts media, team and business performance by enabling advertisers to plan, buy and analyze real-time bidding (RTB), direct, search and social campaigns in a single platform. Headquartered in Chicago with 40 offices in North America, Centro has received numerous accolades for its commitment to employees and workplace culture.
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Contact:
Anthony Loredo
310-573-8776
Chicago – July 18, 2018 – Centro (centro.net), a provider of enterprise-class software for digital advertising, today announced the promotion of Matt Miller to chief financial officer (CFO). Matt will continue to strengthen the organization’s financial foundation as the company accelerates the digital media industry’s adoption of Basis, its advertising software for planning, buying and analyzing real-time bidding (RTB), direct, search and social campaigns. Basis is the only platform that converges all of these elements into one business ecosystem.
Matt has held a steady leadership role within Centro’s finance team for the past six years, helping construct Centro into one of the most capital efficient, scaled companies in advertising technology. In the three year span since helping steward Centro’s $30 million Series B financing round in 2015, the company’s technology has managed nearly $1.5 billion total in digital media buying through its technology. He also played major roles in two strategic acquisitions and office expansions in six cities throughout North America. Previous to his ascension to CFO, he was Centro’s EVP of finance, overseeing financial, real estate, IT, and legal operations.
“Centro’s acceleration in the past few years has been sustained by a healthy and solid financial base that empowers our business groups to focus on what they do best. Matt has been the captain of the team that enables our organization to run efficiently with speed,” said Shawn Riegsecker, CEO of Centro. “Matt’s effort, leadership and results have played a key role in propelling Centro’s growth, where we are now poised to permeate the market with foundational technology for digital media leaders.”
Matt joined Centro in 2012 to build its Financial Planning & Analysis (FP&A) team. Prior to Centro, Matt spent several years in investment banking with Duff & Phelps and BMO Capital Markets, focusing on mergers and acquisitions advisory and debt and equity financing for mid-sized growth companies. Matt holds an MBA from Northwestern University’s Kellogg School of Management and a BS in finance from the University of Illinois at Urbana-Champaign. He is also a certified public accountant.
Centro is developing one of the most sophisticated media automation and intelligence platform in advertising technology. Basis, a SaaS solution, is designed to boost media, team and business performance by enabling advertisers to plan, buy and analyze all major parts of 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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Media Contact:
Anthony Loredo
310-573-8776
Centro Commissioned Study to Examine Digital Media Buying Convergence and Its Implications; 75% of Agencies Are Starting to Unify Direct and Programmatic Buying Teams
Chicago, June 27, 2018 -- Centro (centro.net), a provider of enterprise-class software for digital advertising, today published data on marketing agencies’ growing interest in converging direct and programmatic media buying teams. Available in “Digital Media Buying Converges,” a commissioned study conducted by Forrester Consulting on behalf of Centro, the data shows that three-quarters of agencies have already started to create some form of partnership between these media buying teams, with only 17% having fully converged operations. Forrester Consulting (www.forrester.com) provides independent and objective research-based consulting to help leaders succeed in their organizations. The report is available here: http://www2.centro.net/centro-forrester-report-2018.
Unifying digital media buying for both direct and programmatic is a multi-faceted challenge. It involves finding the right technology; recruiting and training a team; developing standard processes; and building a collaborative business culture. In May 2018, Forrester Consulting surveyed 104 U.S. media buying decision makers whose companies spend $1 million or more in digital ads annually to gauge their progress in converged media buying. The survey found that in catalyzing this type of change:
According to the study: “Agencies must embody innovation as they compete both with each other and with the increasing viability of in-sourcing among their clients. To do so, agencies must find new and better ways of delivering value to their clients. In response, agencies are evolving towards the integration and unification of their direct and programmatic media buying teams. They are looking to remain competitive by breaking down silos, fostering collaboration, and ultimately optimizing the efficiency and performance of their clients’ campaigns.”
Forrester Consulting examined responses from professionals in advertising and/or marketing agencies to explore how their firms are approaching digital media buying convergence and the impact this is having on their overall business. The resulting study shows that:
“The digital agency of the future has no silos, where media buying across all channels happens seamlessly and through one strategic lens. Many agencies are recognizing the benefits of working towards this vision,” said Katie Risch, EVP of customer experience, Centro. “To accelerate this evolution and greatly enhance an agency’s ability to perform, business leaders need robust, turn-key technology that bridges the gap between direct and programmatic buying disciplines.”
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
646-462-4888
anthony.loredo@centro.net
