Centro, a provider of enterprise software for digital advertising, on Tuesday announced new features on its media-buying platform designed to improve the productivity of its service team for agencies and advertisers.
Centro has integrated with major ad servers and the self-service buying platforms of major publishers to automatically access performance data. The move is designed to save time with data cleaning, source merging and report pulling.
In addition, new messaging modules can track communications with publishers and vendors throughout a campaign from a single view, including notifications on request for proposals, insertion orders, tags and performance.
Running digital media operations for the complete life cycle of a campaign is complex and time-consuming. Common media workflow tasks, such as negotiations, approvals, data collection and analysis, are done through disparate, unconnected systems or tracked in spreadsheets and inboxes.
Many planning and buying software systems agencies use do not adequately unify or centralize these campaign steps. This leads to planners, buyers, campaign managers and analysts spending too much time on mundane tasks and tracking information from different systems.
Centro's goal is to improve the automation of media-buying workflows, helping media professionals focus on strategy, optimization and client services. The software is designed to unify direct and biddable buying methods to create a holistic campaign planning and execution process.
Among the benefits of the new workflows:
*Consolidation of research, performance reports and billing.
*Bidirectional integration with leading ad servers.
*Integrations with Facebook and Google self-serve advertising tools.
*Access to more than 11,000 contacts across 9,000 properties.
*Improved data ingestion.
“Centro’s technology platform is designed to improve digital media operations by eliminating complexity through the automation of manual activities,” stated Scott Neslund, EVP of client services, Centro. The changes streamline media processes and improve the management of vendor relationships and facilitate billing.