Centro Launches Demand-Side Platform with Cross-Channel, Hyperlocal Technology
Empowers Agencies and Brands to Consolidate Programmatic Ad-Buying; Benefits Include First-Party Device ID Integration, Mobile Targeting, Private Marketplaces and More
NEW YORK – Centro (www.centro.net), a provider of enterprise-class software for digital advertising, announced the general availability of Centro DSP, a programmatic ad-buying platform. Its technology is designed for cross-channel, hyperlocal marketing strategies of regional, independent agencies and brands. Centro DSP’s mobile-first orientation helps marketers thrive in cookie-less environments. It integrates GPS capabilities and allows for device ID data management for comprehensive mobile targeting. For more information, click on: www2.centro.net/dsp.
Centro DSP encompasses audience buying on all major devices, web sites and ad units. Customers such as media agency Stone Canoe are among the early users. Features include:
• First-party device ID integration and targeting to reach audiences on any mobile device
• Private marketplace discovery and execution for differentiated deals with publishers
• Quality inventory curated by Centro’s team from top sell-side platforms and ad exchanges
• Brand-safety and fraud-detection via third-party integrations as well as native to platform
• Intuitive and easy-to-use interface for various skill levels in programmatic buying
• High-touch service team to help marketers grow in-house expertise
• Real-time dashboard for complete control — instantaneous, up-to-the minute visibility
“Although centralization is a key directive for our programmatic media buying, we will not compromise on capabilities, scale and flexibility,” said Scot Bryson, president of Stone Canoe. “Centro is a partner that delivers value through an enterprise-grade tool that’s built for a rapidly growing agency like us.”
In 2013, Centro expanded its business beyond guaranteed media-buying software and acquired SiteScout, a self-serve programmatic ad platform accessible for any marketer. Since then, Centro has augmented the platform with critical new features, including a new user interface. Centro DSP was specifically designed to better meet the needs of regional, independent agencies and brands. SiteScout, with its easy self-serve functionality geared for small marketers, will continue to be available customers and new sign-ups, and will also be supported by Centro’s development team for new innovations.
Programmatic buying is a major challenge for organizations that do not have very large budgets to spend on campaigns. These organizations can often find it difficult to develop relationships with larger-scale demand-side platform vendors due to requirements such as minimum spend, set-up fees and excessive campaign support costs. Limitations in resources and locations can hinder how an agency or brand grows in-house expertise. Many want to utilize fewer partners to execute digital media buying, as centralization and consolidation have become requirements in the partner selection process.
“Agencies and brands recognize the growing importance of engaging audiences on mobile. We’ve built powerful technology that enables them to leverage programmatic advertising to compete on this front,” said Kelly Wenzel, CMO of Centro. “Centro DSP is a compelling choice for the cross-channel marketer because its rich mobile capabilities make it easy to target hyperlocal audiences at scale.”
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 190,000 campaigns across all digital display platforms and ad format types. Headquartered in Chicago with 35 offices in North America, Centro has received numerous accolades for its commitment to employees and workplace culture.
