Centro’s Invite-Only Ad Marketplace Receives Top Grades for Authenticated Traffic and Player Size
Chicago – Aug. 10, 2017 – Centro (www.centro.net), a provider of enterprise-class software for digital advertising, today announced that it has attained the No. 1 position in the latest Pixalate Video Seller Trust Index (VSTI) in the U.S. The Centro Brand Exchange achieved the recognition because of high grades on traffic quality and video player size. Pixalate, a leader in fraud protection and data intelligence, created the VSTI to provide a cross-platform rating system for video advertising, spanning programmatic TV, mobile and desktop video. The Centro Brand Exchange is an invite-only ad marketplace that consists of premium journalistic sites across all devices. Its sources for video inventory include publishers such as Dallas Morning News and E.W Scripps. For more information, visit: www.centro.net/products/ad-exchange-for-publishers.
There are many concerns about the quality and opportunities in digital video ads because its high value attracts fraudulent and questionable behavior. According to comScore, ad fraud is complex, with 80% of global invalid traffic (IVT) being rated as sophisticated. The firm also observes that invalid traffic rates on video ads sourced through open ad exchanges are 4.5 times higher than those through direct buys. Furthermore, U.S. viewability rate for desktop video ads is only 41 percent. Centro is meeting these challenges through a high-class video ad marketplace where buyers and sellers are vetted carefully and only large player format is available.
“Centro Brand Exchange aims to strengthen the trust and transparency between ad buyers and sellers by combining proprietary advertising demand, journalistic content and scaled audiences,” said Katie Risch, EVP of customer experience, Centro. “When customers choose the Centro Brand Exchange, they gain a consultative, principled partner with a nearly two-decade track record of helping media organizations improve performance and drive revenue.”
The Centro Brand Exchange offers brand-safety at scale. Its invite-only approach puts publishers in select company with 1,700 top-notch journalistic sites including those published by major newspapers, magazines, television stations, radio stations, and more. Centro combats fake news by supporting authenticated real news publishers that pay content creators. According to Trust Metrics, Centro Brand Exchange sites are ranked 103% higher than industry benchmarks. The Centro Brand Exchange is continuously vetting quality video publishers and is focused on growing their highly ranked inventory.
Centro taps into direct demand by making inventory available to buyers across major channels, devices and ad formats. Publisher partners benefit from Centro’s in-market agency and advertiser relationships across 6,000+ brands, as well as ad spend from all major demand-side platforms (DSPs).
Pixalate’s Video Seller Trust Index
Pixalate’s VSTI evaluates nearly 200 distinct per impression metrics based on an analysis of more than 100 billion impressions to determine reputation. Seller quality ratings are determined using machine-learning to analyze and score sellers for overall effectiveness assessing fraud, as well as new metrics including comparative Gross Rating Points (GRP), reach, player size, and engagement in compliance with recognized industry standards.
Centro (www.centro.net) is a provider of enterprise-class software for digital advertising organizations. Its technology platform centralizes, organizes and automates all digital media campaigns across all channels, accessing both guaranteed and biddable inventory, to achieve any objective. Our holistic approach gives marketers a single system of record to fulfill their research, planning, buying, optimization, reporting and reconciliation needs. Headquartered in Chicago with 32 offices in North America, Centro has received numerous accolades for its commitment to employees and workplace culture.
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