Martech: Martech is Marketing Logo
  • Topics
    • Customer & Digital Experience
    • Digital Transformation
    • Data
    • Marketing Management
    • Marketing Operations
    • Performance Marketing
    • Special Reports
    • All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech

Processing...Please wait.

MarTech » Performance Marketing » Centro’s Basis ad platform now shows unified creative-level data across programmatic, search, social & display

Centro’s Basis ad platform now shows unified creative-level data across programmatic, search, social & display

Marketers can evaluate messaging performance across channels in one place.

Ginny Marvin on March 1, 2018 at 10:30 am | Reading time: 2 minutes

Chicago-based Centro announced that its programmatic ad platform Basis can now show advertisers what creatives performed best at a granular ad-level across DoubleClick, Facebook, Instagram, Google Search, and Google Display Network as well programmatic and direct-to-publisher buys made through its own DSP.

For example, a campaign might be running the same creative messaging across multiple channels. Instead of having to log into each channel separately to analyze performance, marketers can evaluate that messaging across all channels in one view in Basis.

An example of a cross-channel creative-level report in Basis.

Centro CEO Shawn Riegsecker said users have always been able to track how a campaign is performing across channels with Basis, but now they can see creative-level performance relative to geography and other targets on ads delivered via its own DSP as well as third-party ad servers as part of a cross-channel view. That includes video advertising. Video unit measurement includes impressions, clicks, starts, completes and conversions. The company says more video metrics may become available later this year.

Advertisers can make adjustments based on those insights in real-time on their programmatic and direct buys made within Basis. Search and social campaign management is done outside of Basis at this point.

Additionally, Centro now provides more media planning intelligence for open auction, private marketplaces (PMP) and direct-to-publisher buys. Strategists can evaluate the whether to work with publishers directly or with exchanges and private marketplaces. Its updated publisher directory includes 9,000 vendors and 11,000 contacts for data on available inventory across publisher channels and buying tactics. The directory shows all buying options available on a property, previous contract and pricing data between an agency and publisher, and PMP deals. Centro says it has pre-negotiated 1,800 PMP deals for all its users.

Centro added native DSP capabilities to the platform last year. In addition to direct-to-vendor media buying and programmatic advertising, the platform also offers universal campaign reporting across search and social, business intelligence reporting and media operations functionality.

Riegsecker described Basis as the only media buying and operations platform that includes ERP (enterprise resource planning) functionality purposely built for digital media industry, a DSP (demand-side platform) and a BI (business intelligence) platform all in one.

Centro says it has roughly 700 employees and about $500 million in media spend ran through the platform last year.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    Google favors helpful content over search engine-first in new update
    PGA TOUR transforms fan experience, analytics and customer feedback
    Work in Progress Limits: Getting started with the Agile Marketing Navigator
    Amazon decision to use Nielsen is big boost for beleaguered rating service
    TransUnion partners with Canvas Worldwide to boost omnichannel CX

About The Author

Ginny Marvin
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

DataPerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Tracking Growth From Organic Search

Beyond the Buzzword: Transform Digitally to Drive Organic & SEO Growth

Leap or Linger: Determining Which Ad Platforms to Test for Your B2B Brand

See More Webinars
Intelligence Reports

Enterprise Marketing Performance Management Platforms: A Marketer’s Guide

Enterprise Customer Journey Orchestration Platforms: A Marketer’s Guide

Enterprise Account-Based Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

The CMO’s Formula To 3x Your Digital Marketing Campaign Results

See More Whitepapers
Search Our Site

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.