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Centro Improves Workflow, Communications Features On Media-Buying Software Platform

As seen in MediaPost.

Centro, a provider of enterprise software for digital advertising, on Tuesday announced new features on its media-buying platform designed to improve the productivity of its service team for agencies and advertisers.

Centro has integrated with major ad servers and the self-service buying platforms of major publishers to automatically access performance data. The move is designed to save time with data cleaning, source merging and report pulling.

In addition, new messaging modules can track communications with publishers and vendors throughout a campaign from a single view, including notifications on request for proposals, insertion orders, tags and performance.

Running digital media operations for the complete life cycle of a campaign is complex and time-consuming. Common media workflow tasks, such as negotiations, approvals, data collection and analysis, are done through disparate, unconnected systems or tracked in spreadsheets and inboxes.

Many planning and buying software systems agencies use do not adequately unify or centralize these campaign steps. This leads to planners, buyers, campaign managers and analysts spending too much time on mundane tasks and tracking  information from different systems.

Centro’s goal is to improve the automation of media-buying workflows, helping media professionals focus on strategy, optimization and client services. The software is designed to unify direct and biddable buying methods to create a holistic campaign planning and execution process.

Among the benefits of the new workflows:

*Consolidation of research, performance reports and billing.

*Bidirectional integration with leading ad servers.

*Integrations with Facebook and Google self-serve advertising tools.

*Access to more than 11,000 contacts across 9,000 properties.

*Improved data ingestion.

“Centro’s technology platform is designed to improve digital media operations by eliminating complexity through the automation of manual activities,” stated Scott Neslund, EVP of client services, Centro. The changes streamline media processes and improve the management of vendor relationships and facilitate billing.

  • Centro’s Political Arm Saw 80% Success Rates In 2016 Cycle

    “Centro announced on Thursday that 80% of its political clients in the 2016 U.S. election cycle had winning outcomes. The company’s Candidates and Causes unit, focused on digital media-buying for political groups and campaigns, managed over 150 races across the nation at all levels of the ballot as well as local ballot initiatives.” Read more […]

    > Read more
  • How programmatic firms deal with complex pharmaceutical laws

    “A lot of [the targeting] is based on contextual targeting in lieu of audience data,” said Dan Raffe, director of programmatic at ad software developer Centro. Read more in Digiday about pharmaceutical advertising with programmatic tactics.

    > Read more
  • Implementing A Data Strategy With Your Programmatic Buying

    “Regardless of how advertisers want to collect, store, and analyze first-party data, any programmatic advertising efforts require some form of a data strategy.” Read more from Centro’s Dan Raffe in MediaPost.

    > Read more
  • 2017 Resolution: Bring More Meaning To Your Mobile Marketing

    Mobile technology is changing the way people communicate and consume media. Marketers are well-advised to be open to experimenting with ways to connect to consumers meaningfully in this fast-paced, ever-evolving era. Read more from Centro’s Ryan Manchee in CMO.com.

    > Read more
  • How decentralizing trade desks created a new set of problems

    “As programmatic buyers get separated, they start to lose their ability to learn from one another,” said Scott Neslund, evp of client services at ad software developer Centro. “They only know programmatic buying for the account they are assigned, so you start to see a decrease in capability.” Read more in Digiday about the decentralization […]

    > Read more
  • Time is a Valuable Asset in Digital Media – And Agencies Are Throwing It Away

    “If adopting automated technology leads to aligned teams, fewer errors in work, better performing campaigns, and greater client satisfaction, then why aren’t we leveraging technology to help us fix these parts? Why aren’t we, as an industry, putting people at the center of everything we do?” Read more from Centro’s Scott Neslund in Cynopsis Media.

    > Read more
  • The Intersection of Technology and Transparency

    “The cost of complexity goes beyond disputes over fees and the hassle of an audit. It’s eroded trust at a time when consumer expectations couldn’t be higher. Leveraging technology that sorts through the complexity of digital media operations can help agencies and advertisers achieve greater transparency and accountability — the foundation of any trusted partnership.” […]

    > Read more

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    Date: February 15, 2017

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    In our next 3T webinar, we’re diving into the intricacies of demand side platforms. We’ll explore how DSPs work, the benefits of different features & functionality, and questions every marketer should be asking as they evaluate their tech and their business.

    Date: February 15th, 2017, 1:30 EST

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RECENT

ANNOUNCEMENTS

  • 80% of Centro’s Political Advertising Clients for 2016 U.S. Elections Had Winning Outcomes

    Centro’s Candidates and Causes Business Unit Managed Digital Advertising for 150 Political Campaigns; Mix of Flexible Technology and Service in Digital Media Helped Swing Votes

    Washington, DC – Jan. 26, 2017 – Centro (www.centro.net), a provider of enterprise-class software for digital advertising, today announced that nearly 80% of its political clients involved in the 2016 U.S. election cycle had winning outcomes. Centro’s Candidates and Causes services unit, specializing in digital media-buying for political groups, managed campaigns in 150+ races throughout the nation, encompassing candidates at all levels and local ballot measures. This non-partisan offering of technology and services is available for agencies and consultants with political clients. With additional hiring plans for 2017 to support new clients, this group within Centro is now focused on servicing causes in legislation and advocacy.

    Centro’s activity during the 2016 election season gives it a wide breadth of knowledge and a diversified view on the use of digital media for campaigns and successful advertising tactics. Its experience showed how digital media was utilized in the past year:

    • Although one-third of Centro’s political advertisers were individual candidates or their committees, PACs (Political Action Committees) were the largest segment of advertisers, active in the most races and also spending the most because of the large number of ballot measures in various states.
    • The sophisticated use of data targeting grew beyond presidential campaigns, where down-ballot campaigns and measures used it heavily.
    • Voter file data was widely used, and campaigns utilized it to model and target specific audiences.
    • Hyperlocal data and targeting was used by smaller campaigns to maximize ad spend.
    • Digital video continued to play a key role, expanding beyond traditional in-stream placements to in-feed, mobile and OTT devices.

    “In politics, although digital media partners are judged on whether or not they help a campaign win, the client trust Centro has built over the years is what makes us stand out,” said Grace Briscoe, VP of Candidates and Causes, Centro. “Our decade of experience and proficiency in this field can be a differentiated and valuable asset for driving perception in government, in the public sphere, or among specific audiences.”

    Political marketers want expertise in navigating the complexity in digital from channels, sites, content, ad units, devices and data. Since 2006, Centro has been on the forefront political advertising in digital media, now having worked with 200 political campaigns and independent expenditure committees and 500 issue advocacy advertisers. The group’s central hub in Washington, DC, fields a team of 20 political media experts. The team is now turning its attention to influencing legislation and promoting advocacy agendas for its clients for the next two years before the next set of government elections.

    For political marketers, Centro customizes digital advertising solutions on all channels to drive action from key voter constituents. Centro helps target audiences through multi-layered technology-driven solutions that include fully-transparent and controllable programmatic advertising, voter file data integrations, predictive modeling around key issues, location-targeted mobile audiences and high-impact premium creative placement on local and national sites.

    About Centro

    Centro (www.centro.net) is creating a platform to make digital advertising easier. Its enterprise-class software 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. Since 2001, Centro has successfully planned and executed more than 250,000 campaigns across all digital display platforms and ad format types. Headquartered in Chicago with 32 offices in North America, Centro has received numerous accolades for its commitment to employees and workplace culture.

    # # #

     

    Contact:

    Anthony Loredo

    anthony.loredo@centro.net

    646-462-4888

    READ MORE
  • Centro Enhances Workflow and Communications Features on its Media-Buying Software Platform

    API Connections to Ad Servers and Messaging Modules Gives Media Professionals Speed and Capacity;Enables Centro’s Service Team to Improve Campaign Performance for Agencies and Advertisers

    Chicago – January 17, 2017 – Centro (www.centro.net), a provider of enterprise-class software for digital advertising, today announced features on its media-buying platform that boost the productivity of its service team working with agency and advertiser customers. API connections with all major ad servers and self-service buying platforms of large publishers allow media planners and buyers to automatically access performance data, which saves time on data cleaning, source merging, and report pulling. Additionally, messaging modules can now track vendor communications through all phases of a campaign from a single view, including notifications on RFPs, IOs, tags, and performance.

    Digital media operations, the full lifecycle of running a campaign, is complex and time-consuming. Common media workflow tasks such as negotiations, approvals, data collection, and analysis are often done through disparate, unconnected systems or tracked in spreadsheets and inboxes. Many planning and buying software systems agencies use do not adequately unify nor centralize these campaign steps. This leads to planners, buyers, campaign managers and analysts spending a lot of time on mundane tasks and on tracking down information from different systems.

    “Centro’s technology platform is designed to improve digital media operations by eliminating complexity through the automation of manual activities,” said Scott Neslund, EVP of client services, Centro. “Our technology-driven approach to streamline media processes, manage vendor relationships, and facilitate billing empowers our service team to be effective partners for any customer that wants their teams focused on winning new clients or other high-value strategic work.”

    Automating media-buying workflow helps Centro’s media professionals focus on thoughtful strategy, smart optimization and great client service. Clients benefit from Centro’s depth of knowledge from the scaled tracking of performance from media partners, ad types and more. This information dovetails to Centro’s data software platform, which can then be used as leverage to negotiate media inventory pricing advantage for clients. Centro also offers a breadth of resources, with 300+ service professionals whose expertise in programmatic, mobile, video, social, and search are accessible for any client.

    Centro’s media-buying software unites direct and biddable buying methods to create a holistic campaign planning and execution process. This enables media teams to effectively organize and communicate around campaigns, and create persistent trails of activity and action. Other benefits include:

    • Consolidation of research, performance reports and billing
    • Bi-directional integration with leading ad servers
    • Integrations with Facebook and Google self-serve advertising tools
    • Access to more than 11,000 contacts across 9,000 properties
    • Efficient data ingestion

    Centro’s service team works with agencies and advertisers that want scaled digital media specialists and capabilities. Centro technology allows its team to carry massive amounts of capacity – more than a normal industry workflow where data is spread in email, spreadsheets, documents and disparate systems. In aggregate in 2016, Centro’s team has created 8,000+ plans undergoing 17,000 versions, and being revised 38,000 times while the campaign is live. Within Centro, on average in one year, each Strategist can build over 100 customized, strategic plans; each Associate and Campaign Manager can manage over 150 live campaigns; and each Analyst can manage over 100 campaigns.

    About Centro

    Centro (www.centro.net) is creating a platform to make digital advertising easier. Its enterprise-class software 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. Since 2001, Centro has successfully planned and executed more than 250,000 campaigns across all digital display platforms and ad format types. Headquartered in Chicago with 32 offices in North America, Centro has received numerous accolades for its commitment to employees and workplace culture.

    # # #

     

    Contact:

    Anthony Loredo

    anthony.loredo@centro.net

    646-462-4888

    READ MORE
  • Centro Recognized as One of the Best Demand Side Platforms, According to G2 Crowd

    Customer Satisfaction and Market Presence Help Secure Centro’s Leading Position Among Programmatic Advertising Technology Providers

    New York – Dec. 15, 2016 – Centro (www.centro.net), a provider of enterprise-class software for digital advertising, today announced that it has been recognized by G2 Crowd as one of the best demand-side platforms (DSP). The G2 Crowd Winter 2017 report evaluated programmatic advertising technology, where Centro DSP received high marks on the G2 Score, customer satisfaction and market presence.

    G2 Crowd’s DSP report evaluated providers based on more than 211 reviews written by business professionals and data aggregated from public sources. In addition to software rankings, the DSP report includes vendor information, review-response data, and market presence score according to user adoption, ROI, deployment methods, implementation, and more. On reviews posted on G2 Crowd, the benefits that Centro users commonly cite are platform transparency, Centro’s service team and the combo of robust features available for affordable ad spend minimums.

    “Our placement on G2 Crowd’s DSP report is a testament to Centro’s emphasis on the user experience for our products and solutions,” said Katie Risch, SVP of software client solutions. “We’ve established our programmatic ad platform as one of the easiest to use in the advertising industry without compromising on the major features necessary to run high-performing digital campaigns.”

    Centro DSP is the most accessible programmatic ad platform. It provides advertisers with capabilities to run campaigns across every channel. The flexible interface and intuitive design is ideal for advertisers of all skill levels. Centro DSP users can reach audiences on all channels, formats and device types, with the transparency and the data to refine and optimize in real-time. The platform is built for agencies and brands of all types and sizes and is supported by a dedicated customer service team.

    G2 Crowd provides a business software review platform that has accumulated more than 120,000 user reviews. The company helps businesses drive better purchasing decisions by comparing peer reviews and assessing synthesized social data. G2 Crowd’s site attracts half a million users every month who are looking for more authenticity and transparency in business technology research.

    About Centro

    Centro (www.centro.net) is creating a platform to make digital advertising easier. Its enterprise-class software 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. Since 2001, Centro has successfully planned and executed more than 250,000 campaigns across all digital display platforms and ad format types. 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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    Contact:

    Anthony Loredo

    646-462-4888

    anthony.loredo@centro.net

    READ MORE
  • Centro Expands On-Demand Service Relationships with Large Agencies

    Centro Helps Consolidate and Scale Millions of Dollars in Ad Spend with Long-Tail Digital Publishers

    New York, June 15, 2016 – Centro (www.centro.net), a provider of enterprise-class software for digital advertising, today announced the expansion of relationships with the some of the largest holding company and independent media agencies in the U.S. These agencies use Centro’s software and services as needed to augment media-buying capabilities by scaling and consolidating millions of dollars of ad spend. Centro empowers agencies to transact directly with numerous publishers with speed, precision, transparency and brand-safety through its proprietary software platform that automates this entire process.

    Client teams within large agencies are focused on relationships with their top 10-20 digital publisher partners, including the agency’s trading desk. These partners collectively garner more than half of a client’s digital media budget. The rest of the budget is spread to hundreds or thousands of other ad sellers. These vendors include high-profile, quality publishers. Scaling ad spend on these numerous sites, while solving for challenges such as viewability and ad fraud, is a heavy burden. Agencies rely on Centro and its technology to execute campaigns with a greater number of publisher partners efficiently, without sacrificing transparency and control.

    “Because of our accelerating growth, we’re ending up with more business at a faster rate than we can hire to support it. Centro’s agile team can integrate fluidly with our in-house process so they can be activated on-demand for any media buying initiatives,” said Steve Carbone, Managing Director and Chief Digital Officer at Mediacom, North America. “We want to ensure that our staff remains focused on their accounts and their client relationship development instead of the time-consuming task of spreading ad buys across hundreds of publishers. Centro simplifies the ever-changing aspects of digital media buying when dealing with multiple partners.”

    To drive consolidation of ad buying among agencies, Centro promoted Joe Pospisil to vice president of national agency development. A seven-year Centro veteran, Joe helped expand the company’s presence in New York and the East Coast, and is part the team that grew the company’s regional revenue by more than 200% during his tenure. Prior to joining Centro, Joe was instrumental in developing digital media sales and execution competencies for SportsNet New York (SNY) and CBS Radio. His team harnesses technology to simplify the day-to-day work and strategic efforts of buying on multiple publishers.

    “Digital is unlike traditional media where advertisers are likely to buy from the same partners month over month. Marketers face a much broader challenge because consumers are visiting a wide swath of sites, channels and devices every single day,” said Joe Pospisil of Centro. “Centro’s technology makes it easy for agencies to fully realize the value of activating campaigns across hundreds of premium publishers without compromising their team’s efforts in managing their most-valued relationships and honing strategies for clients.”

    Centro’s solution is comprised of software and services that are ideal for large agencies that want their media teams focused on strategy and customer relationships while cultivating deep partnerships with their most-important ad vendors. This approach enables agencies to move rapidly when client ad spend ramps up or down. Agencies also have the option to embed Centro buyers and planners anywhere in the U.S. Centro is providing this solution to more than 35 large media agencies representing 116 brands.

    About Centro

    Centro (www.centro.net) is creating a platform to make digital advertising easier. Its enterprise-class software 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. Since 2001, Centro has successfully planned and executed more than 250,000 campaigns across all digital display platforms and ad format types. Headquartered in Chicago with 32 offices in North America, Centro has received numerous accolades for its commitment to employees and workplace culture.

    # # #

     

    Contact:

    Anthony Loredo

    anthony.loredo@centro.net

    646-462-4888

    READ MORE