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 [...]

Why Digital Media Operations Built Around Collaboration Should Be The New Norm

Have you ever witnessed a bad improv comedy performance? You would know immediately if you did. The jokes fall flat, the story doesn’t follow any kind of thread, and the audience is uncomfortably lifeless. A good improv performance, though? It’s an exercise in a collective and powerful group mind. The performers get a single word [...]

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 [...]

Gain Instant, Actionable Insight About Your Client’s Business and Your Own

Tell me something I don’t know! That’s what I find myself shouting at the TV when I watch baseball games these days. I don’t need to be told the pitch was outside. I can see that—even without that pervasive electronic pitch tracker. I don’t need to hear the same stale hyperboles repeated over and over [...]

Today’s Digital Media Operations Aren’t Operating. Optimize Yours with Centro Platform.

You’re at the eye doctor for a check-up, and, as the technician adjusts the refractor and clicks between lenses, you’re asked to read the chart of letters on the wall. Are the letters clearer with option A or option B? What about option 1 or option 2? This continues until you’re able to clearly read [...]

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 [...]

Get Control of the Digital Media Operations Chaos

Ever been house hunting and walked through a professionally staged home? You’d know one if you saw it. Every element inside is perfectly curated and placed– even the mudroom lacks the messiness and disarray you’d expect. Everything is organized. You’re able to see how each item in every room works together and flows seamlessly into [...]

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 [...]