Centro Plugs Into Exchanges, Data Platforms To Expand Programmatic Video Offering

Digital ad tech firm Centro has announced that its demand-side platform (DSP) is now plugged into several ad exchanges -- including Google’s DoubleClick and Dailymotion -- for access to video inventory. The company has also integrated with LiveRail private exchange partners including Microsoft Ad Exchange and Maker Studios.

In addition, Centro has announced partnerships with data management platforms (DMPs) BlueKai (owned by Oracle) and NinthDecimal. The focus of these DMP partnerships is on mobile ad-buying. Through the BlueKai and NinthDecimal integrations, Centro clients will have access to mobile audience-targeting data, per a release.

The integrations greatly increase the amount of audience data and video supply that Centro’s clients will have access to, spanning desktop, mobile, connected TV and game consoles. While the overarching impact of these integrations is on Centro's ability to offer cross-screen programmatic buying through its platform, the focus appears to be on beefing up its mobile video offering.



"In our system, more than 50% of impressions bought are on mobile Web and apps, which signifies how quickly this trend is moving,” stated Kelly Wenzel, CMO of Centro.

Mobile video continues to see rapid growth,” stated David Staas, president of NinthDecimal -- an assertion that is backed by recent activity in the industry.

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