LATEST FROM THE Programmatic CATEGORY

Stay on top of everything programmatic. Get thoughtful insights and analysis relating to the latest programmatic advertising trends and news. Read clear and detailed explanations of both basic and advanced concepts. And learn how to make programmatic advertising work for your media and marketing strategy. Both experts and newbies alike will walk away with a deeper understanding of this robust topic.

Ad Tech Analogies: Simple is the New Smart (The Black Shoes Analogy)

Next up in our ad tech analogies series: The Black Shoes Analogy, which explains the benefit of buying from a DSP in real-time. Put yourself in these shoes (pun intended): You're looking to buy a pair of black dress shoes online and need to find the best value. You could go to every single online [...]

Ad Tech Analogies: Simple is the New Smart (Concert Ticket Analogy)

Next up in our ad tech analogies series: The Concert Ticket Analogy, which explains the difference between preferred deals, private marketplaces, and the open marketplace. For the purposes of this analogy, let's pretend I have tickets to a Rolling Stones concert and, it turns out, I'm not able to go and I need to figure [...]

Ad Tech Analogies: Simple is the New Smart (The Nordstrom Analogy)

Next up in our ad tech analogies series: The Nordstrom analogy, which explains the daisy chain/waterfall process of monetizing inventory. In programmatic, the daisy chain/waterfall process is a technique publishers use to sell and make the most money out of their inventory. Publishers work to exhaust as series of demand sources to make sure their inventory [...]

Programmatic 101: Campaign Optimization

You're setting up a programmatic campaign and going down your digital checklist before the campaign goes live. Have you targeted a specific audience? Check. Established the KPI? Check. Set the bid, uploaded the creatives, and chosen the inventory? Check, check, check. Now you're ready to sit back and watch the impressions flow in. Not quite. [...]

Ad Tech Analogies: Simple is the New Smart (The Mall Analogy)

It's no secret that programmatic has exploded in recent years – and while it's opened up opportunity in the industry, it also means we're inundated with unfamiliar jargon, fancy new technologies, too many resources and platforms to count, and new ways of doing business. It's easy to feel overwhelmed and no one would blame you [...]

Meet Our May #CentroCertified Programmatic Grads

Centro Academy, an educational program where digital media buyers are trained in DSP buying foundations and advanced programmatic strategies, welcomed its second group of buyers to our Chicago HQ this month. The May graduating class consisted of programmatic buyers at media companies and agencies from across North America. During the two-day immersive program, attendees were [...]

Centro DSP Spotlight: Adopt a Brand Safe Approach with DSPs

What's the deal with fake news anyway? It's become the latest hot topic – especially in the online media industry. Fake news goes beyond the tabloids you see in line at the grocery store or the funny articles you read in The Onion. It is defined as deliberately published hoaxes, propaganda, and misinformation, masquerading as [...]

Programmatic 101: Campaign Targeting Tactics

Pretend you're running an ad campaign and you're trying to target 35-year-old mothers who enjoy board games and have an interest in luxury fashion. Where do you start and how do you find that exact audience? A women's magazine? Sure, but who reads those anymore? A fashion show's commercial? Maybe, but how often do those [...]

Centro DSP Spotlight: Out of The Video Stream and Into the Outstream

Think about video ads. What comes to mind? Probably YouTube videos. But video ads can be found anywhere on the web. Video ads are typically found pre-roll, mid-roll, and post-roll. In other words: before, during, or after the video content plays. This type of video ad space is referred to as instream. But there's another, [...]

Centro DSP Spotlight: Primary Conversions

In order to understand campaign performance, make recommendations for future investment opportunities, and better optimize for success, it's important to craft a compelling campaign story that tells you what metrics you should be hitting. One way to develop a story is to set up conversion tracking pixels. To get a better sense of where you [...]