LATEST FROM THE News Coverage CATEGORY

Access all the latest Centro news coverage. Read about Centro in major industry publications such as AdExchanger, Digiday, MediaPost, Marketing Land and Marketing Magazine.

Media-Buying Continues To Migrate In-House Thanks To Programmatic, ‘Control’ Is No. 1 Reason

As seen in MediaPost. January 15, 2018 Media-buying will continue to migrate “in-house,” thanks to programmatic ad technology, and the No. 1 reason is “control,” according to the results of a survey of advertisers and ad agency executives being released this week by digital media-buying technology firm Centro. The study, which surveyed 153 ad execs [...]

How P&G’s Pritchard Helped Fuel TAG’s Fight Against Ad Fraud

"The Trustworthy Accountability Group, an industry watchdog primarily focused on fighting ad fraud, said Tuesday that the number of companies to have received its "Certified Against Fraud" seal has more than doubled since April, with 26 companies added since then." Read more about Centro's alliance with TAG.

TVadSync launches TV re-targeting in US

"TVadSync is powered by software provider Centro whose Basis programmatic ad platform provides a responsive API that enables TVadSync to find digital media audiences and synchronise the digital device ads served to the user in relation to TV commercials they have just seen." Read more in RapidTVNews.

Centro Goes Native, Enables Sharethrough In-Feed Inventory Via DSP

"Digital media-buying technology provider Centro this morning announced a deal with native advertising platform Sharethrough, enabling agencies and advertisers to buy native ads from “quality publishers” programmatically “at scale.” Centro said the deal integrates Centro’s Basis demand-side platform (DSP) with the Sharethrough Exchange, which processes 8 billion native ad impressions monthly." Read more in MediaPost.

As Automation Accelerates, Where Does The Strategist Fit In?

"Further automation, more sophisticated algorithms: What's music to the ears of brands’ bottom lines and media efficiency is slowly encroaching on the role that actual humans play in the ad ecosystem." Read more in MediaPost.

Frankly Launches Audience Targeting Platform for Local Sales Teams

"Local media companies — including newspaper, television, and radio publishers — are getting a new way to scale their digital campaigns and more precisely target audience segments this morning, as the team at Frankly has announced the launch of an audience extension solution... The new platform was built with technology from Centro, which provides enterprise-class [...]

Centro Adds Targeting Functions To DSP Through Existing ComScore, DoubleVerify Deals

"Marketers can now target audiences based on page-level demographic data, predicted viewability and brand protection parameters on ad-tech provider Centro's demand-side platform (DSP) -- enhancements made possible by Centro's long-term deals with comScore and DoubleVerify." Read more in MediaPost.

Centro’s DSP Customers Embrace Shift To Private Marketplaces

"Many DSPs now offer to shoulder the burden of setting up private marketplace deals for their clients. Recently Centro, which services smaller agencies and brands, joined that group and can tap into 1,000 private marketplace deals it set up with 150 publishers." Read more in AdExchanger.

Ads.txt Could Wipe Out a Legion of Programmatic Ad Players. That’s Good

"Ad tech is rife with shady characters. Until now, questionable behavior has frequently gone unchallenged. That's about to change." Read more in Advertising Age from Centro's Ian Trider about how ads.txt can fight ad fraud.

Centro Adds 1,000+ Private Marketplace Deals To Its DSP

"Centro, a digital advertising software provider, announced on Tuesday the launch of a curated private marketplace (PMP) directory containing over 1,000 deals from more than 150 publishers, including Condé Nast and The Wall Street Journal." Read more in MediaPost.