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
TVadSync Determines TV Commercials Seen by Households to Show Related Ads on Viewers’ Devices; Centro’s Programmatic Ad Platform Synchronizes Marketing Funnel from Traditional to Digital Media
Chicago – October 4, 2017 – TVadSync (www.tvadsync.com), a provider of technology to bridge the advertising gap between television and second screen devices, today announced the expanded availability of its real-time TV re-targeting solution for U.S. marketers. Centro (centro.net), an enterprise-class software provider for digital advertising, powers the offering. Centro’s Basis programmatic ad platform provides a responsive API that enables TVadSync to find digital media audiences and synchronize, within minutes, the digital device ads served to the user in relation to TV commercials they have just seen. This creates greater surround sound for TV marketers by extending their share of voice to mobile and desktop as TV spots are airing. TVadSync is a pioneer in activating TV re-targeting in real-time, with scale and precision. For more information, visit www.tvadsync.com/products/smart-retarget.
In a multi-device world, advertisers are facing increasing difficulty capturing the attention of their target audiences. Contributing to the problem are distractions present during commercial pods because consumer attention can shift to other digital devices. An in-home eye-tracking study from Facebook IQ showed that 94% of TV viewers keep their smartphones with them while watching. However, repetition helps reinforce messages. Advertisers that want to capture a viewer’s full attention need the ability to determine what households are watching their marketing messages and what other digital devices they use while multitasking. The challenge in this situation is the digital media activation delivered to consumers in that household before commercial breaks end and users’ attention is lost as programming resumes.
“As TV audiences adopt new multiscreen behaviors at home, it’s crucial for scaled marketers and media operators to align digital and TV advertising to lift the return-on-ad-spend on their campaign buys,” said Ronan Higgins, CEO of TVadSync. “Together with Centro, we can power and accelerate the TV and digital convergence by connecting the conversion power of programmatic advertising to high impact, emotive TV advertising.”
TVadSync’s solution is fueled by the largest deterministic viewership dataset from millions of Smart TVs across the U.S. Leveraging automatic content recognition (ACR) technology built into TVs, TVadSync processes information anonymously correlated to digital devices and behaviors of TV viewers. TVadSync determines when a brand’s TV spot airs, and decides if it should respond immediately with a related ad in any format to the user’s digital device. Brands can differentiate themselves and amplify their message through TV-to-digital retargeting on a one-to-one basis when commercials are airing.
TV ad re-targeting benefits for marketers include:
Basis Empowers Innovators and Market-Movers
Recently recognized by software review site G2 Crowd as the best demand-side platform (DSP), Centro’s Basis offers omni-channel reach, easy usability, real-time reporting and a responsive API. A driving factor for TVadSync is Basis’ unique capability to deliver IP-based low-latency digital media activations within the crucial moments after TV spots air. With TVadSync projecting 200% YOY growth, it needs enterprise-grade, agile technology that processes data accurately and timely for its blue-chip brand clients. In addition to platform responsiveness, Basis leverages technology and human auditing to ensure the highest quality ad environments for brands. By using Basis, innovative companies such as TVadSync can leverage engineering sophistication and human understanding to transform industry challenges into opportunities for brands and agencies.
“TVadSync is driving the evolution of media convergence by broadening TV’s impact in the marketing funnel and connecting it to digital channels,” said Katie Risch, EVP of customer experience at Centro. “Pioneer organizations in media and advertising are leveraging Centro’s technology to differentiate their offerings and lead the innovation in their market segments.”
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 TVadSync
TVadSync (www.tvadsync.com) represents the ultimate in cross-screen marketing, helping advertisers leverage the combined emotive power of TV and conversion opportunity of digital to drive maximum ROI, and understand the impact of both. With TVadSync’s Smart Retarget offering, brands can retarget the mobile devices of consumers who have viewed specific TV content at exactly the right time, helping to push higher show tune-ins, site visits and conversions. Through cutting edge attribution modelling, TVadSync also gives brands the tools they need to gain valuable insights into precisely how their TV or digital spend influences engagement, and how to optimize their marketing.
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Contact:
Anthony Loredo
anthony.loredo@centro.net
646-462-4888
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
310-573-8776
Chicago – August 23, 2017 – Centro (centro.net), a provider of enterprise-class software for digital advertising, today announced that Emily Barron, Ben Pashman and Katie Risch have been promoted to EVP roles. All have been longstanding members on Centro’s senior leadership team. Emily Barron, EVP of talent and development, is helping solidify the company’s enduring position as one of the best places to work in technology and advertising. Ben Pashman, EVP of corporate partnerships, continues to lead wide ranging integrations for Centro’s Basis system with partners in all areas of the ad tech ecosystem. Katie Risch, EVP of customer experience, is driving usage and adoption of Centro technology as a self-serve platform.
“Centro’s senior leaders are the driving force in taking Centro from early-stage startup to nationwide scale. Many of them have been with us for nearly a decade or more to help fulfill our mission of powering performance in the industry through automation,” said Scott Neslund, COO of Centro. “Emily Barron, Ben Pashman and Katie Risch’s promotions in our executive team showcase the enduring and potent qualities of Centro’s talent base.”
Emily Barron oversees Centro’s human resources. She is responsible for leading all human capital strategies in support of its business plan and strategic direction. Centro’s talent strategy includes a focus on employee lifecycle, which encompasses talent acquisition, onboarding, development and retention. Centro’s talent and development programs have contributed to Centro’s award-winning workplace that’s been recognized by Fortune, Advertising Age, Crain’s Chicago Business and Crain’s New York Business. Emily ascended to the talent and development team after 11 years at Centro building her career in digital media and overseeing multi-million dollar cross-channel ad spending from nationally-recognized brands. She was Centro’s second employee when she joined in 2004 as a media planner and buyer.
Ben Pashman leads Centro’s strategic partnerships with media and technology companies in video, social, mobile and more. He played a leading role in constructing the company’s programmatic advertising foundation through acquisition of a leading demand-side platform, which now generates a quarter of the company’s revenue. Ben has 15 years of digital media marketing experience. Prior to Centro, he served as the first business executive at Gigya, a leading social media SaaS technology company. Previous positions include senior sales and product management roles at DoubleClick, Conde Nast, and Travelzoo.
Katie Risch leads Centro’s customer experience organization as more and more brands, agencies and publishers rely on the company’s self-serve technology. She ensures that customers maximize their performance using Centro’s suite of software products. Katie has had a multi-faceted career within Centro. She was previously SVP of software client solutions and, before that, SVP of publisher solutions, leading strategic relationships with more than 10,000 publisher partners. She launched Centro’s audience extension business unit and the Centro Brand Exchange invite-only ad marketplace. She began her 13+ years at Centro as a media buyer.
Centro’s SaaS offering, Basis, helps agencies and brands improve campaign and business performance by unifying people and processes in one system for all digital media transaction methods. Agencies use it for ad-buying on publisher-direct, private marketplaces and open ad exchanges, which inform each other to help determine the best use of media investments. Basis drives unified media-buying to eliminate operational silos and reduce the time media professionals spend working on multiple, disconnected systems.
About Centro
Centro (centro.net) is a provider of enterprise-class software for digital advertising organizations. Its technology platform centralizes, organizes and automates all digital media campaigns across all channels, accessing both guaranteed and biddable inventory, to achieve any objective. Our holistic approach gives marketers a single system of record to fulfill their research, planning, buying, optimization, reporting and reconciliation needs. Headquartered in Chicago with 32 offices in North America, Centro has received numerous accolades for its commitment to employees and workplace culture.
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Contact:
Anthony Loredo
anthony.loredo@centro.net
646-462-4888
