Centro and Moat Offer MRC-Accredited Technology to Measure Advertising Effectiveness in Real-Time
Centro’s Partnership with Moat Empowers Advertisers to Measure and Optimize Campaigns
by Understanding Viewable Impressions, User Interaction and Ad Engagement
CHICAGO, IL – May 20, 2014 – Centro (www.centro.net), a provider of digital media software and services, today announced a partnership with Moat to provide campaign analytics tools to measure viewable impressions, user interaction and ad engagement on its media buying platform. Together with Moat (www.moat.com), an MRC-accredited brand intelligence and analytics company, Centro can deliver actionable insights to help agencies and advertisers plan desktop display campaigns and optimize in real-time. This technology is also being used to establish viewability benchmarks in the Centro Brand Exchange, the company’s private marketplace for select news and information publishers.
Knowing if an ad was seen is a major challenge in online advertising. Ad viewability has emerged as a standardized metric to evaluate campaign effectiveness. Measuring based on this standard can increase performance by ensuring that campaigns are delivered to the right people at the right time and in the right media environment. Furthermore, Centro is evaluating additional technology for other contributing metrics that boost performance. These include fraudulent traffic detection, ad clutter evaluation and audience verification. Mid-sized agencies that want these insights but don’t have the resources to add these features will be able to access it through Centro.
“It is important for our agency clients to be familiar with metrics that will have a major effect on how advertisers buy media in the future. Working with Moat enables us to educate customers and improve effectiveness of their campaigns using data,” said Scott Neslund, EVP of Media Services, Centro. “We are continually evaluating technology offered by Moat and other leading providers in the space to ensure our clients achieve operational excellence across viewability, audience verification, fraud detection, user interaction, ad engagement, and more.
By working with Moat, Centro can:
- Guide media planning and buying based on viewable impressions
- Show advertisers the percentage of impressions on a campaign that were in-view
- Show advertisers the length of time an ad has been active and in-view
- Show advertisers the average length of time a user interacted with an ad
- Optimize a campaign in real-time to maximize viewability of impressions
“We have an opportunity to increase the sophistication of how brands and agencies evaluate performance and effectiveness in online marketing,” said Jonah Goodhart, CEO, Moat. “By giving agencies of all types access to our technology, Centro is taking a leadership role in raising the level of transparency and accountability in our industry.”
Centro (www.centro.net) provides unified, cloud-based software to simplify digital media operations. Our media management platform streamlines and scales ad buys across all channels, accessing both guaranteed and biddable inventory, to achieve any campaign objective. Our holistic approach gives marketers a single system of record to fulfill their research, planning, buying, optimization and reporting needs. Since 2001, Centro has successfully planned and executed more than 100,000 local and national campaigns across all digital display platforms and ad format types. Headquartered in Chicago with 33 offices in North America, Centro’s success and commitment to culture has led to many accolades, including #1 on Crain’s Best Places to Work in Chicago in 2011, 2012, 2013 and 2014.
Moat is a New York-based SaaS analytics company focused on building products for brand advertisers and premium publishers. The company was founded by Jonah Goodhart, Noah Goodhart and Michael Walrath. The serial entrepreneurs had previously partnered together to launch Right Media, which was acquired by Yahoo! in 2007. For more information on Moat, visit moat.com