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»centro

The Risks Of Second-Hand Inventory

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Ian Trider, director of RTB platform operations at Centro. There is a widespread practice in this industry which puts advertisers at risk: resellers acquiring inventory from other resellers. With such an overly complex supply... Continue reading »
by AdExchanger // March 15th, 2019 //
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Podcast: A DSP’s Story

AdExchanger Talks is a podcast focused on data-driven marketing. Subscribe here. Shawn Riegsecker may be the world’s most durable ad tech founder, but he didn’t plan it that way. Riegsecker founded Centro in 2001 to automate the manual work required to plan and buy local digital ads. After years of development, he scrapped and reengineered the platform... Continue reading »
by Zach Rodgers // January 3rd, 2019 //
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Schlage Opens The Door To Programmatic TV

Door hardware maker Schlage was spending seven figures on linear TV advertising. While the brand still wanted to take advantage of TV’s mass reach, it wanted better targeting, measurement and optimization. So Schlage called on its agency of record, The Basement, and demand-side platform Centro to bring programmatic elements to its TV media buys. “They... Continue reading »
by Alison Weissbrot // June 14th, 2018 //
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Centro’s DSP Customers Embrace Shift To Private Marketplaces

Advertisers buying on the open marketplace often sacrifice viewability, quality and transparency for cheaper prices and scale. But as more buyers decline to make that concession, the pendulum is swinging toward curated publisher lists. And many DSPs now offer to shoulder the burden of setting up private marketplace deals for their clients. Recently Centro, which... Continue reading »
by Sarah Sluis // June 12th, 2017 //
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Mid-Sized Agency Norbella Uses Centro’s Updated Platform To Make Life Easier For Its Media Planners

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... Continue reading »
by Sarah Sluis // March 29th, 2017 //
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Rocket Fuel's Political Gambit: A Cautionary Tale for Ad Tech

Ad tech companies flocked to Washington, DC, during the recent election cycle in pursuit of political ad budgets, but many were disappointed. Rocket Fuel was the most aggressive newcomer, adding approximately 15 people to its DC office for political business development beginning last summer. But the company dismissed most of those hires in the week... Continue reading »
by James Hercher // November 22nd, 2016 //
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Why The Open Exchange Isn’t Always Ideal For Political Buyers

Despite the advantages of programmatic buying, political advertisers hoping to go beyond the giant walled gardens owned by Facebook and Google see real challenges with the system. Those challenges include inventory scarcity, placement transparency and auction dynamics that don’t match up with brand spenders. Publishers who are hankering for political ad spend don’t always have... Continue reading »
by James Hercher // March 29th, 2016 //
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Online Ad Fraud’s People Problem

“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Katie Risch, senior vice president of software client solutions at Centro. The headlines we’ve seen about bots eating billions of dollars in digital ad budget are downright frightening. Lots of... Continue reading »
by AdExchanger // March 10th, 2016 //
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Political Pollsters Are Getting Crushed By Digital Measurement Challenges

“The world may have a polling problem,” declared Nate Silver, the former New York Times statistical wunderkind who’s since launched FiveThirtyEight under the ESPN banner, in an article last year. Silver made this claim following the failure of UK polls to predict results of the country’s general election last May. In the US, he noted... Continue reading »
by James Hercher // January 5th, 2016 //
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With No Exit In Sight, Ad Tech Gets Lean Through Layoffs

Ad-tech companies shed hundreds of employees from their payrolls in recent weeks. Turn, PubMatic, Collective and Centro all laid off workers, adding to the toll of Rocket Fuel’s large job cuts earlier this year. The cited reasons vary but often boil down to simple survival as ad tech companies position themselves for profitability in a tough market.... Continue reading »
by Sarah Sluis // December 17th, 2015 //
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