Centro Adds Targeting Functions To DSP Through Existing ComScore, DoubleVerify Deals

Marketers can now target audiences based on page-level demographic data, predicted viewability and brand protection parameters on ad-tech provider Centro's demand-side platform (DSP) -- enhancements made possible by Centro's long-term deals with comScore and DoubleVerify.

Expanded capabiities on Centro’s platforms include:

-- Ensuring that the impressions companies bid on fit brand-safety guidelines, through DoubleVerify’s contextual targeting capabilities.

-- Targeting individual Web pages with a strong correlation to marketers’ target audience demographics -- as powered by the same panel that underlies comScore’s Media Metrix suite.

-- Predicted viewability, enabling marketers to target based on pre-bid viewability. This uses both comScore and DoubleVerify capabilities.

-- Using DoubleVerify data, Centro’s platform ensures fraud protection by avoiding fraudulent sites or those with heavy bot traffic.

“We’ve continued to hone and develop the Centro DSP to access innovative partners and rich data,” stated Centro’s SVP of software client solutions, Katie Risch, adding that Centro continues to focus on the platform’s user experience.

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