• by Philip Rosenstein , May 30, 2017

Centro, a digital advertising software provider, announced on Tuesday the launch of a curated private marketplace (PMP) directory containing over 1,000 deals from more than 150 publishers, including Condé Nast and The Wall Street Journal.

The PMPs customized by Centro are accessible to advertisers on an invitation-only basis. There are fixed-price deals to offer advertisers a first look at inventory, as well as deals specialized for header bidding, viewability, connected TV and digital video.

Our customers wanted more opportunities with private set-ups, and we knew that we could leverage our direct relationships with publishers to create unique deals,” Jessica Burget, manager of seller partnerships at Centro, told Real-Time Daily via email.

“We vet all of our DSP users to ensure they run campaigns from high quality brands,” Burget added. “Once they can access our DSP, they can access our PMPs.”

"As the advertising industry gravitates more toward private setups in programmatic media, we aim to build scalable access to hundreds of publishers and more than a thousand opportunities for our clients,” stated Katie Risch, SVP of software client solutions at Centro.

According to analyst firm eMarketer, 74.5% of digital display ad dollars in the United States are transacted programmatically through PMPs, a number that is predicted to grow.