LATEST POSTS FROM Nicole Gallagher

Private Marketplaces Go Mainstream

When private marketplaces (PMPs) first appeared on the digital scene a few years ago, sellers were cautious to release inventory and invite buyers, fearing eroding CPMs and low-quality creative. It seemed only premium publishers and brands would be willing to transact in these exclusive environments. But, as technology and the industry progressed, PMPs became commonplace [...]

Centro DSP Spotlight: Pacing View

Do you dream of pivot tables because you’re spending too much time in spreadsheets? The wealth of data and metrics available for programmatic buyers to assess the health of their campaigns can be overwhelming and difficult to quickly analyze. Centro DSP has always offered real-time reporting to keep buyers up-to-date. But, in order to help [...]

Centro DSP Spotlight: Creating Value with DSPs as an Agency

If you think a demand side platform is just a place to spend money, think again. There are many reasons why all the major agency holding companies established in-house centralized trading teams and trading desks. It’s because the DSPs they utilize offer control, audience insights, and performance – though profits arguably sits at the top [...]

Centro DSP Spotlight: A Look Back on 2016

To quote Ferris Bueller: “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.” That’s especially true for those of us in digital marketing where technology and trends evolve daily. Because things move so quickly, it’s easy to forget about all the progress we’ve made. At [...]

Demand Side Platforms: Not Just For Remarketing

Think of the people who demonstrate a high interest in products and services without pulling the trigger – the shoppers who abandon a cart full of goods before checking out, or browse high-end phones without signing up for a contract. This type of behavior has made remarketing a backbone for any digital strategy. And demand [...]

Optimizing to Viewability: Fact and Fiction

Viewability has remained a hot topic for publishers, agencies, and marketers alike. The debates around measurement standards, challenges with mobile and video, and transaction models tend to dominate the conversation. Advertising campaigns cannot simply pause and wait for consensus while the issues are being sorted through, and campaign managers desperately need practical tactics to optimize [...]

Centro DSP Spotlight: Geographic Reporting and Optimization

Location, location, location. It may be a cliché, but digital marketers only want to deliver ads in markets where their products and services are available – making the geographic location of a customer incredibly important. National campaigns may seem straightforward, but how a campaign performs throughout the country is unpredictable. This makes deciding how to [...]

Centro DSP Spotlight: Why Service Matters Now More Than Ever

Smith & Beta recently released a report on the state of advertising talent, which details the gaps in talent development. It’s always been a dirty little secret of the digital advertising industry: Without knowledgeable humans behind the technology, the promise of innovation and efficiency is not delivered. With only 7% of agency respondents saying they [...]

Centro DSP Spotlight: Engaging Spanish Speakers and Hispanic Audiences

It’s important to deliver a relevant and accurate message to your target audience no matter their native language. If you’re trying to engage Spanish speakers and Hispanic audiences at scale, Centro DSP offers many targeting options across desktop, tablet, and mobile. Context The content consumers are browsing is a powerful indicator of their interests and [...]

Centro DSP Spotlight: Pacing and Budget Management Updates

We continue to release product features, updates, and functionality within our DSP to make your day-to-day campaign management more effective and efficient. Over the coming weeks we will be introducing important enhancements to pacing and budget management. These updates are designed to give you more precision and control when managing campaigns. Advertiser Spend There are [...]