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 – 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.
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.