Digital ad tech firm Centro is doubling down on its demand-side platform (DSP) business, as the company on Wednesday announced the launch of a new DSP designed for cross-channel and hyperlocal marketers, namely regional, independent agencies and brands.
The announcement comes about 18 months after Centro acquired SiteScout -- another DSP -- for $40 million. SiteScout is a self-serve DSP, whereas Centro’s new platform, called the Centro DSP, will be more of a managed service offering.
SiteScout will continue to operate as a self-serve DSP "geared for small marketers," but Centro says its new DSP was built with regional marketers in mind. The company claims the Centro DSP takes a “mobile-first” approach to campaigns, highlighting its GPS targeting capabilities and device ID integration.
“Agencies and brands recognize the growing importance of engaging audiences on mobile,” stated Kelly Wenzel, CMO of Centro, adding that the new DSP allows them use programmatic technologies “to compete on this front.”