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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.

  • mediapostlogo

    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
  • cmo-logo-black-new

    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
  • digiday_logo

    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
  • 01_Cynopsis_Media_logo

    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
  • imedia-logo

    6 programmatic predictions for 2017

    “Programmatic is an ever-evolving beast, and as we move into the new year, I predict it will mutate and infiltrate even more areas of media and advertising.” Read more from Centro in iMedia.

    > Read more
  • imedia-logo

    Your Guide to the Most Confusing TV and Video Lingo

    “Viewers’ means of watching may have changed, but their appetite for video content is still growing. Marketers are in an ideal position to refine TV campaigns. A better understanding of industry terms — and how to reach people — is the first step to dominating video advertising.” Read more from Centro’s Heather Robertson in iMedia.

    > Read more
  • mediapostlogo

    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
  • socialtimes-logo

    A Look at Social Video’s Big, Bright (and Somewhat Uncertain) Future

    “As the top sports leagues and entertainment providers consider the best ways to maintain and grow their audiences, they’ll look to digital platforms for innovative ideas. Advertisers must be prepared to adjust with their transformation, whether that’s through social or premium content channels.” Read more from Centro’s Aubry Parks-Fried in Adweek’s Social Times.

    > Read more

EVENTS

SEE AND BE SEEN

  • adx-logo2-sm

    AdExchanger’s Industry Preview 2017 | New York City

    The creators of new marketing technologies and the forward-thinking marketers that leverage them gather together for AdExchanger’s annual Industry Preview. Centro is the lounge sponsor at this year’s two-day event. Stop by to charge your phone, watch the sessions, and learn about our software and services.

     

    Date: January 18th – 19th, 2017

    Location: Grand Hyatt New York (109 E. 42nd Street at Grand Central Terminal)

    More Event Information + Registration

RECENT

ANNOUNCEMENTS

  • 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.

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    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
  • Centro Hosts Annual Training and Certification Conference on Programmatic Advertising

    Sponsored by Altitude Digital, Oracle’s AddThis and Tapclicks; Speakers from Cox Media Group, Lee Enterprises and The McClatchy Company; Centro Appoints Katie Risch to Lead User Education Efforts

    Chicago – March 24, 2016 – Centro (www.centro.net), a provider of enterprise-class software for digital advertising, today announced ‘Centro Certified: DSP 2016,’ its annual education and certification conference for digital ad-buying teams. The event will bring together digital media professionals to gain practical knowledge and skills in programmatic advertising technology. The conference is sponsored by Centro partners Altitude Digital, Oracle’s AddThis, and Tapclicks. Speakers include executives from Cox Media Group, Lee Enterprises, and The McClatchy Company. With more agencies and publishers adopting Centro’s ad technology platform, the company appointed Katie Risch to SVP of software client solutions to expand user education and experience programs. Katie previously led Centro’s publisher development team that partnered with more than 10,000 publishers to boost ad sales and monetization.

    ‘Centro Certified,’ hosted in Chicago, is a continuation of the company’s customer education and certification efforts. The conference offers a track for media buyers, planners and operations, and a track for executives and business leaders. Industry experts will instruct attendees on data & targeting, multi-device opportunities, conversion tracking & attribution, campaign optimization and more. Attendees will also receive 1:1 consulting sessions with Centro subject matter experts to address detailed and granular inquiries. For more information, visit: www2.centro.net/centro-certified.

    “One of the fastest business changes media professionals have had to deal with is the growth of programmatic advertising and its opportunities for reach and revenue,” said Katie Risch, SVP, Centro. “Many organizations, both publishers and agencies, underestimate the time and effort needed to get up-to-speed with new digital advertising technology and build expert teams to operate it proficiently. Centro aims to accelerate this learning to ensure our customers’ success, whether they are a sophisticated veteran user or whether they are just starting to dip their toes in programmatic.”

    Centro has been a leader in educating industry professionals on digital ad execution, services and sales. Its educational programs offer a multitude of learning opportunities for various aspects of digital media. These include:

    • Upcoming spring roadshow forums in various regions of the U.S. for advertising personnel from agencies, brands and publishers — attendees learn about best practices in digital media. Last year’s summer roadshow reached 8 cities and 250 professionals
    • Monthly live and on-demand webinars spotlighting and distilling important industry topics; on April 20, the Spotlight webinar will explore Ad Fraud; previous topics this year were Social, Video and Mobile

    Marketing and media professionals with requests for specific topics for future Centro webinars and events can send a note to: info@centro.net.

    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

    anthony.loredo@centro.net

    646-462-4888

    READ MORE
  • Centro Automates Political Ad-Buying at Scale on Brand-Safe News and Information Sites

    Centro Brand Exchange Accesses U.S Voters on Quality Publishers for National and Statewide Ballots; Centro is Highly Rated for Brand-Safety, Publisher Transparency and Viewable Inventory

    Washington, DC – March 21, 2016 – Centro (www.centro.net), a provider of enterprise-class software for digital advertising, today announced capabilities for political ad-buyers to automate how they reach U.S. voters at scale on brand-safe publishers. Within the Centro Brand Exchange, an invite-only ad marketplace of premium journalistic sites, marketing teams for political campaigns of all sizes can reach ‘Liberal,’ ‘Conservative,’ and ‘Political Enthusiast’ audiences across curated publishers. Centro also protects publishers by screening advertisers before they are allowed to serve ads; implementing advertiser block lists; and reviewing creative to ensure it complies with the standards of the publisher.

    The Centro Brand Exchange offers brand-safety at scale for programmatic advertising. Ad security firm Pixalate ranks Centro No. 7 on its Global Seller Trust Index and No. 1 for Viewability Score among the top 10 companies on the list. Trust Metrics, a digital media quality ratings service for brands, shows in its quarterly ad inventory review of Centro Brand Exchange publishers that 96% of the sites in it would be considered brand-safe for most marketers. Centro simplifies the heavy lifting for advertisers and publishers when creating private ad auctions or inventory packages for political marketing. Centro’s ad-buying solution offers:

    • Access to voters in high-value, battleground states such as Florida, New Hampshire, Ohio and more – reaching local audiences or audiences that read content specific to a state for gubernatorial and senate races
    • Inventory on select sites from top-25 U.S. market newspaper, television and radio companies such as Cox Media Group, E.W. Scripps and more
    • Inventory on dozens of political thought leadership outlets including the National Review and Talking Points Memo
    • Priority inventory access and customization to target voters based on marketers’ first-party data and other KPIs
    • Available through every major ad-buying platform with Deal IDs or through Centro directly
    • Seamless integration with third-party political data from Axciom, DataLogix, eXelate, Neustar and more for marketers who don’t normally use digital ad-buying platforms

    “With our track record driving winning campaigns for political teams, Centro has the expertise to engage the right voter audiences on the most appropriate channels and sites,” said Grace Briscoe, VP of Candidates and Causes, Centro. “Centro Brand Exchange is consistently recognized for providing superior transparency and quality among all digital ad marketplaces. It ensures that political marketers’ messages are received by audiences clearly on uncluttered, well-lit media environments.”

    For nearly a decade, political marketers have relied on Centro to precisely target, engage and drive action from key voters. Centro alleviates the challenges of finding relevant publishers and placements for political marketers. The Centro Brand Exchange uses strict quality criteria to assemble inventory from 2,000 top-notch publishers. These include sites of major newspapers, magazines, television stations, radio stations, news and information publishers, and more.

    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