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»centro

Basis Global Technologies – aka Centro – is angling to join the stampede of OG ad tech companies that hit the public market this year.
Basis, The Company Formerly Known As Centro, Is Gearing Up For An IPO

Basis Global Technologies – aka Centro – is angling to join the stampede of OG ad tech companies that hit the public market this year. On Thursday, less than a week after changing its name to Basis from Centro, the Chicago-based company confidentially submitted what’s known as a draft registration statement S-1 with the Securities and Exchange... Continue reading »
by Allison Schiff // October 21st, 2021 //
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Identity Reality Check: Most Identity Solutions Will Fail

"The Sell Sider" is a column written by the sell side of the digital media community. Today's column is written by Ian Trider, VP of RTB platform operations at Centro. If there are at least 80 companies purporting to offer identity solutions, surely the ad tech industry is set, right? Nope. I would argue that most... Continue reading »
by AdExchanger Guest Columnist // June 16th, 2021 //
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Centro Brings Paid Search Into Basis With The Acquisition Of SEM Platform QuanticMind

Centro said on Wednesday that it’s acquiring search engine marketing platform QuanticMind with plans to integrate the technology into its automated ad management platform called Basis. Although Shawn Riegsecker, Centro’s CEO and founder, declined to say how much Centro paid, he did share that QuanticMind reached $10 million in yearly revenue at its pinnacle and... Continue reading »
by Allison Schiff // February 24th, 2021 //
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What SupplyChain Object Shows About Seller Behavior

“The Sell Sider" is written by members of the media community and contains fresh ideas on the digital revolution in media.   Today’s column is written by Ian Trider, VP of RTB platform operations at Centro. SupplyChain Object, along with its companion Sellers.json, are critical tools for enhancing transparency in the programmatic ecosystem. They enable ad platforms... Continue reading »
by AdExchanger // January 13th, 2021 //
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Biden Taps CCPA Enforcer Becerra To Lead HHS; Google Tussles With IAC Over Chrome Extensions

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. From CCPA To The Cabinet President-Elect Joe Biden has selected Xavier Becerra to lead the Department of Health and Human Services – a name that should be familiar to privacy-heads the world over. Becerra is the attorney general of California, and it’s his office... Continue reading »
by AdExchanger // December 8th, 2020 //
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Centro CEO Shawn Riegsecker On Why The Ad Industry Needs To Check Itself Before It Wrecks Itself

The pandemic has turned Centro CEO and founder Shawn Riegsecker into a slipper-wearing night owl. When Slack and email goes quiet, Shawn gets busy, staying up until the wee hours. Working from home can do that to you. “There are too many pings throughout the day, too much mental confusion,” he says. “When everybody shuts... Continue reading »
by Allison Schiff // September 15th, 2020 //
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CPMs Take A Hit, But Programmatic Auctions Have Healthy ROAS – For Now

While the increased digital media supply caused by the pandemic has prompted CPMs to plummet – dropping 20% in March, according to ad analytics company Adomik – programmatic auctions are still healthy. Certainly bidding in March declined overall, said Francois de Laigue, Adomik’s VP of sales and strategic partnerships. The average dropped from 2.5 to... Continue reading »
by James Hercher // April 16th, 2020 //
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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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