“In what appears to be a political media-buying first, the majority of digital buys made during the run-up to the 2018 midterm elections were bought programmatically. The finding, which comes from an analysis of buys made via Centro’s Basis system, is anecdotal, but likely is indicative of underlying shifts taking place among political media-buying specialists and their campaign teams. Basis is a SaaS-based platform enabling agencies, clients and media specialists to buy digital media either direct of programmatically. Some users use it as a self-serve interface, while others use it as a managed service operated by Centro’s experts, but the net of all the political media buys is that 60% were purchased programmatically, while only 16% were “direct” buys negotiated with publishers. Twenty-three percent were social and 1% search.”
Read more in MediaPost:
“Two years ago, the ad-tech company Centro took a four-year, $100 million gamble on designing a proprietary platform that was meant to bundle together disparate pieces of mar tech into one convenient piece of software. It looks as if that gamble paid off. Today, Centro announced that more than 200 customers—including RVA Media Group, Braintrust Agency and Strategic Placement Group—have signed on to use its platform, Basis.”
Read more in Adweek:
“New data out from Centro, one of the biggest programmatic (automated) digital ad companies, finds that more political campaigns are starting to use digital TV and streaming audio ads to reach voters. Centro managed digital ad spend for over 300 state and local races last cycle.
Why it matters: The advertising industry has been slow to embrace connected TV ads because they’re still pretty expensive at this point due to being hard to scale. But political campaigns are more willing than most marketers think to burn that kind of cash if it means reaching a potential voter with more precision.”
Read more in Axios: http://glassdoor.com/slink.htm?key=vM92r
Happy Mental Health Month! We’re taking time this May to examine how we can better promote mental wellbeing in ourselves, our workplace and communities. Like anything else worth doing, maintaining mental health takes effort, diligence and a certain level of honesty—both with ourselves and the people around us.
Read more on Centro's blog:
Centro’s Founder and CEO, Shawn Riegsecker, discusses the impact that automated systems have had on the way advertisers buy media, client expectations around transparency, the advertising job market, and predictions for the future of digital advertising. Listen to Centro's newly launched podcast:
Facing pressure from the U.S. government, Facebook needed to enact changes to prevent discriminatory advertising practices on its system. Advertisers will no longer have some tools for targeting or blacklisting certain audiences. How will advertisers react?
Read more from Centro’s Amy Rumpler in MarTechAdvisor:
"During the employee lifecycle there comes a point where it’s time to move on—whether that’s to a new challenge within your current role, a new role within (or out of) your current company, or a totally new career change—is completely up to you. Too often, those discovery conversations are external interviews, versus networking within a current company. How great would it be if you could take a leap or make a career change, without the added risk of starting with a new team or company that doesn’t know your added value? When employees focus on self-improvement, companies succeed."
Read more from Centro's Elles Skony:
“If brands are interested in bringing marketing/advertising capabilities in-house, should agencies be fearful? I don’t get that sense, based on attending the Association of National Advertisers In-House Agency Conference recently. The development of in-house agencies is certainly a challenge for the traditional agency business. But this model won’t work for every single brand in the world. And if it does, there are still ways that agencies can work with those brands.”
Read more from Centro’s Genny Drennen in MediaPost:
“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 chain, it is difficult or even impossible to verify the legitimacy of supply. When publishers tolerate this practice, they may unwittingly give their seal of approval to fraudulent supply via their ads.txt files.”
Second-hand inventory is a plague in the industry. Find out what it is, how it happens and how to stop it. Read more from Centro’s Ian Trider in AdExchanger.
“Audience extension was predicated on publishers offering a deep understanding of audiences, and so could easily find any type of customer not only on their owned and operated sites, but on other sites. The model today includes multiple tactics and channels including mobile sites and apps, video inventory, real-time bidding (RTB), and private marketplaces (PMPs)… But to truly “level up” their audience extension game and diversify monetization strategy in an organized fashion, I recommend these strategies for publishers.”
Read more about audience extension trategies from Centro’s John Hyland in EContent: http://glassdoor.com/slink.htm?key=vMXi1.