Centro Integrates with Sharethrough to Power In-Feed Native Ads on the Open Web
Marketers of All Types Can Utilize Centro’s Basis Platform to Buy Native Ads Programmatically at Scale; Sharethrough’s Ad Exchange Encompasses High Quality Publishers
Chicago – September 19, 2017 – Centro (www.centro.net), a provider of enterprise-class software for digital advertising, today announced an integration with Sharethrough (www.sharethrough.com) to give marketers more programmatic buying capabilities of native ads. The Sharethrough Exchange is the largest programmatic ad exchange in the ad tech ecosystem, transacting 8 billion impressions each month, with three-quarters of those on mobile devices. Centro’s Basis is the only demand-side platform (DSP) in market to pull in real-time bidding (RTB), direct, search and social advertising into one unified campaign planning and buying platform. Basis customers can now access in-feed native ad impressions on the open web through the Sharethrough Exchange. More than 1,200 premium publishers such as Time Inc. and Wenner Media, as well as app properties such as ABC News, Under Armour and Rotten Tomatoes provide inventory on the ad exchange.
In-feed native advertising, a form of paid media where the ad unit follows the form and function of the user experience, is projected to account for half of all digital display ads in 2017, according to research firm eMarketer. This is largely due to its effectiveness, where a joint study by IPG Media Labs and Sharethrough indicated that native ad headlines yielded 308x more consumer attention than banners. By connecting to Sharethrough’s ad marketplace, Basis automates the buying of these ads on high quality publishers
“In-feed native display and video ads have become the gold-standard in the advertising industry, and with more and more brands realizing the potential of un-interruptive ads that fit the context of the user experience, integrations like this one between Sharethrough and Centro are fuelling the scale of the programmatic native market and bringing new buyers to the table,” said Alex White, VP of product marketing at Sharethrough. “Centro’s Basis, with its intuitive and integrated buy-side tools, will allow marketers to access these in-feed ad units and easily break down how they’re supercharging their ad investments.”
Centro’s Basis is next generation programmatic software that unifies digital media planning, buying and optimization across all programmatic and publisher-direct advertising. Benefits of buying native ads on the Sharethrough Exchange via Basis include:
- High-performing ad units and highly engaged audiences at scale, as in-feed native ads receive clickthrough rates as high as 1% (10x higher than typical banner ads) with marketers experiencing 18% higher lift in purchase intent compared to non-native display ads
- Automated tools for headline analysis and ad generation to help marketers optimize messages that work best for native ad formats; helps brands orient campaigns for this type of advertising
- Ad impressions sourced directly from Sharethrough’s publisher clients to appear on websites (desktop, tablet, smartphone) and mobile apps (smartphone and tablet)
- Global reach with European ad impression availability
- Integrated multi-channel capabilities to link native advertising with a campaign’s other ad tactics and to unify overall reporting
“In-feed advertising on major social channels generates impressive brand-lift and engagement, and Sharethrough’s innovation allows brands to leverage it to reach targeted audiences across the web,” said Katie Risch, EVP of customer experience at Centro. “Combining Centro and Sharethrough technology gives marketers a system to harness the power of native ads and programmatic buying together and incorporate it with all other aspects of their digital advertising.”
Centro (www.centro.net) is a provider of enterprise-class software for digital advertising organizations. Its Basis 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.
Founded in 2008, Sharethrough is the leading global native advertising platform, helping publishers maximize revenue and brands earn meaningful attention by powering ads that fit into – rather than interrupt – the audience experience. Sharethrough’s flagship product, Sharethrough for Publishers (SFP), is a Supply Side Platform that powers over three billion monthly ad impressions for the world’s leading publishers, including CNN International, Time Inc., Scripps Networks Interactive, Wenner Media, USA Today Sports, and Forbes. Sharethrough is headquartered in San Francisco, with offices in New York, Chicago, Los Angeles, Austin, Detroit, London, Tokyo and Toronto.
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