NEWS

CENTRO NOW

Sign up to receive our digital digest for latest from Centro.

IN THE NEWS

PRESS COVERAGE

Mid-Sized Agency Norbella Uses Centro’s Updated Platform To Make Life Easier For Its Media Planners

As seen in AdExchanger.

March 29, 2017

Centro has updated its platform so media planners can manage direct-sold campaigns and programmatic ones in one place.

The company combined its DSP SiteScout, acquired in 2013, with its workflow automation software for I/O-based buys. It was part of a three-year, $25 million platform update that began after the SiteScout purchase.

“When we reset our vision, we knew that programmatic was going to be the heart and soul of the platform,” said Centro CEO Shawn Riegsecker. Last year, Centro processed $400 million in digital spend through the platform. With growth from the platform update, Centro plans on $500 million this year.

Centro’s updated platform handles RFP and media planners’ communications, so they no longer have to send spreadsheets to each other and their publisher partners.

Centro also integrates with the ad server for campaign management, can handle billing and aims to make it easier for clients to implement private marketplaces. Agencies can choose from 1,000 private marketplaces Centro already set up, as well as connections to data exchanges.

The mid-sized media agency Norbella brought on Centro a few months ago.

“We want to make sure we are minimizing data entry and grunt work, because that will make for happier employees,” said Norbella media director Bob Deininger.

‘The biggest challenge in digital is retaining people.”

Plus, Norbella’s clients judge the agency on how well it can come up with great media ideas, optimize and execute campaigns efficiently. Norbella says it can allocate its two dozen staffers more efficiently with the software in place.

Getting Centro to work requires the network effect. If a publisher that Norbella buys from doesn’t use Centro, then Norbella won’t be able to connect through the platform.

Fortunately, because 4,000 vendors use Centro, most of Norbella’s partners already know how to transact through the platform – which was not the case when it beta tested a competitive platform a few years ago.

The main value of Centro’s platform is efficiency, as Norbella attests, but it also brings together data from disparate places, allowing for business intelligence functions, Riegsecker said.

While Mediaocean has dominated the agency holding company market with its financial management software, Centro does more, Riegsecker said. Its functionality spans not just financial reconciliation, but contract and order management, vendor relationships, analytics and ad server integration.

“We will expand the definition of programmatic to mean automation across digital operational work done as a buyer as an agency,” Riegsecker said.

  • The hidden world of high-speed ad bidding

    “Centro CEO Shawn Riegsecker has been watching the evolution of ad creation because he’s responsible for making them. Find out how ads get bought and sold on a high-speed bidder’s market.” Listen to the full segment on WGN Radio.

    > Read more
  • Domain Spoofing Be Gone: Ads.Txt Will Filter Out Imposter Sites

    “Programmatic buyers on the open exchange who think they’re purchasing inventory from ESPN or The New York Times often end up buying from imposter sites instead.” Centro’s Ian Trider is part of the IAB group that’s creating this solution to fight domain spoofing. Read more in AdExchanger.

    > Read more
  • Redefining Programmatic – Shawn Riegsecker, Centro

    Centro is redefining programmatic. We unveiled Centro Platform at AdExchanger’s Programmatic IO conference. Watch the full presentation here.

    > Read more
  • To Do Programmatic Advertising Yourself, Start by Picking a DSP

    “In programmatic advertising, the expectation is that the marketer can find any type of audience across desktop and mobile and bid to get an ad placed in front of that audience. All DSPs have this capability and so choosing a DSP almost always comes down the specific features and service. Not every tool is created […]

    > Read more
  • What I Learned From The Header Bidding Dog And Pony Show

    “With publishers scrutinizing who gets into its header bidding pipes, demand sources who can’t illustrate their value will be relegated to the lower levels of the waterfall, fighting for scraps.” Read more in MediaPost from Centro’s Jessica Burget about choosing a header bidding partner.

    > Read more
  • 3 Steps to Get Started With Programmatic Advertising

    “With the right plan, SMBs can target specific audiences and gain significant traction in the market. The potential ROI boost is major: Programmatic gets your brand in front of the right eyeballs, regardless of what type of content they’re viewing.” Read more about programmatic advertising from Centro via Business.com.

    > Read more

EVENTS

SEE AND BE SEEN

  • May 3T: Navigating the Search Bar: A Marketer’s Guide to Paid Search

    PPC? SEO? SEM? CPC? Any of these acronyms sound familiar? All fall under the search marketing umbrella – and they’re vital to any successful marketing strategy. For our next 3T webinar, we’ve packaged up everything you need to know to get started running paid search – and get results. We’ll discuss the importance of search and its role in digital media, before offering practical insights and best practices for building successful paid search campaigns.

    Date: May 17th, 2017, 1:30 EST

    More Info + Registration
  • Colorado Marketing Summit | Denver

    Centro’s VP of Client Development, Mike Olson, will moderate the 2017 Marketing Trends panel at this year’s Colorado Marketing Summit. Attended by brand marketers, leading agencies, and technology experts, the summit offers dynamic panel discussions and unique networking opportunities.

    Date: June 20, 2017

    Location: The Ritz Carlton, Denver, CO

    More Info + Registration

RECENT

ANNOUNCEMENTS

  • Centro Drives Evolution of Programmatic Advertising Software by Integrating DSP with Collaboration Tools, Workflow Automation and Business Intelligence

    Centro Platform is a SaaS Offering that Powers Business Performance by Automating All Types of Digital Media Buying for Every Channel and Improving Collaboration Across Teams and Partners  

     

    Chicago – March 29, 2017 – Centro (www.centro.net), a provider of enterprise-class software for digital advertising, today announced the transformation of programmatic advertising software through Centro Platform, a full stack SaaS solution designed to fuel business performance for digital media organizations. It delivers an integrated demand-side platform (DSP) with automated tools for collaboration, workflow, analytics and more. The software platform improves team productivity and campaign effectiveness while generating holistic intelligence that guides business decisions. Centro Platform is the only advertising software product that seamlessly unifies programmatic advertising, media operations and business intelligence. To request a demo, visit: www2.centro.net/CentroPlatform.

     

    Programmatic advertising helped advance digital media innovation, but also increased complexity by creating the need for multiple platforms, additional education and more headcount. Furthermore, problems continue to exist among agencies and marketing teams who are continually experiencing disjointed workflow, team separation, data silos and lack of unified vendor management. Digital advertising professionals need advanced tools to drive better campaign results, work fluidly across teams, manage partners, and wisely funnel media investment.

     

    “The programmatic industry is approaching a turning point and business models, as well as platforms, need to evolve to solve the larger necessities of collaboration, data unification and streamlined reconciliation. It’s time for the next generation of digital advertising technology – a powerful system that unifies programmatic, strategic partnerships, data and operations to create the most value for customers,” said Shawn Riegsecker, CEO of Centro. “Centro Platform has the unique capability of generating and combining user-level and business-level data, and then forming it into the basis for how a digital media organization can take action and grow.”

     

    “The creation of programmatic advertising was a watershed event for the media industry, giving us a data-driven approach to reaching audiences with precision,” said Samantha Johnson, media director of TDA_Boulder, a Centro Platform customer. “However, programmatic also increased complexity and confusion in digital media and ignited unique problems such as ad fraud and lack of transparency. As advertising software innovation moves forward, it continues to overlook problems related to operational efficiency and streamlined collaboration. The industry needs to unify programmatic evolution with inventive approaches to workflow efficiency, communication, messaging, and finance.”

     

    Unified Media Buying and Data Management

    Centro Platform unifies people and processes in one system for all digital media transaction methods. Through thoughtful workflow solutions and well-organized processes, it provides immediate enhancements for collaboration and performance while preparing digital media teams for the future landscape where all media is executed jointly. On Centro Platform, ad-buying on publisher-direct, private marketplaces and open ad exchanges inform each other to determine the best use of media investments. A connected workflow eliminates operational silos and reduces the time media professionals spend working on multiple, disconnected systems. Synchronizing media execution with team communication results in improved campaign and business performance.

     

    Additional Centro Platform benefits are:

    • Collaboration – contextual communication synchronizes teams and partners; communication hub stores documents, plans, and proposals; delivers information for review and reference.
    • Connectivity – automated notifications inform collaborators of new activities and changes on key projects, allowing for faster campaign launch, issue resolution and reconciliation.
    • Integrations – includes deals from 1,000+ curated private marketplaces; accesses all major data management platforms (DMPs) and ad exchanges, 40+ data providers, and leading ad servers.
    • Partner Management – pre-populates details from 4,500 media partners where data can be added and modified; cross-functional team members engage in the same system alongside vendors to populate a central source of information on line items, insertion orders, delivery reporting and more.
    • Operations – provides deep understanding of performance and an easier way to optimize by delivering up-to-date data for all campaigns in one unified view; aggregates data across campaigns, teams, clients, and more to give visibility on the entire organization.
    • Analytics – delivers unified reporting on-demand across the digital media process for actionable intelligence on campaigns, empowering media professionals to make data-driven, real-time optimizations through the system.
    • Reconciliation – creates a single source for the most up-to-date, reconciled information for finance management systems; reconciles dynamic CPMs automatically; connects and rationalizes contract data, actual delivery, and performance of campaigns; minimizes manual data entry to make finance teams more efficient.

     

    Publisher Value

    Centro Platform creates direct, streamlined collaboration between ad buyers and publisher sales teams. It empowers publishers to unify the sales and monetization management processes. Publishers can respond to RFPs and negotiate with buyers so that intricate and detailed discussions no longer require emails and spreadsheets. Property lists, plans, pricing, ad size information, and auto-calculations are managed in the system. Past campaigns, responses and interactions are accessible in one platform for appropriate members of the seller’s team.

     

    Centro Platform is the only SaaS offering that provides campaign teams and business leaders with greater visibility to guide organizational changes. To help businesses manage for growth, Centro Platform offers business intelligence and predictability in operations through deep granular information. With a DSP integrated alongside digital media workflow automation, Centro Platform powers a more connected organization. Business leaders can stay informed with a wide variety of business indicators, which gives them control of their path forward.

     

    About Centro

    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.

     

    # # #

     

    Contact:

    Anthony Loredo

    anthony.loredo@centro.net

    646-462-4888

    READ MORE
  • 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.

     

    # # #

     

    Contact:

    Anthony Loredo

    646-462-4888

    anthony.loredo@centro.net

    READ MORE