News Feed Item

UPDATE - Lee Enterprises, The E.W. Scripps Company, The McClatchy Company, Tribune Company and Other Publishers Select Centro to Power Digital Extension Solutions

Centro's Technology Boosts Digital Ad Revenue for Publishers in 160 Markets; Publishers Can Offer Desktop, Mobile, Video, Social and Search Ad Capabilities to Capture Local Ad Spend

CHICAGO, IL--(Marketwired - August 13, 2014) - Centro (www.centro.net), a provider of unified, enterprise-class software for digital advertising, today announced the expansion of partnerships with Emmis Communication, Lee Enterprises, Metro, Morris Publishing Group, The E.W. Scripps Company, The McClatchy Company, Tribune Company and other publishers to empower more of their local news sites with digital extension solutions. Centro's digital extension capabilities are now being used by publishers in 160 markets in North America.

Local publishers and broadcasters have been the authority for local advertising and hyper-local audiences. However, the increased competition for local ad budgets has made it difficult for content producers with local sales teams to grow revenue. To demonstrate expertise and reach in every major channel beyond owned and operated properties, sophisticated publishers are re-orienting sales strategies and offering digital extension capabilities. Opportunities in local online/interactive/digital advertising will grow, according to analyst firm Borrell Associates, to $69.8 billion by 2016, which will be half of all local advertising expenditures.

"Local publishers who see the digital media opportunity as merely selling their own traffic are getting marginalized," said Gordon Borrell, CEO of advertising research firm Borrell Associates. "These media properties possess a powerful level of expertise and trust that advertisers value. Offering digital audience extension positions them as the 'go-to company' for digital marketing. That leads to the Holy Grail -- the ability to capture 100% of an advertisers' local ad spend. This is possible only if publishers deliver programs that can reach local audiences across a myriad of platforms."

"Partnering with Centro has made our highly accelerated digital growth sustainable and scalable," said Rory Foster, director of digital media, Emmis Communications. "As we develop digital product offerings, we have found Centro to be an incredible ally and excellent resource for both national and local market services."

Centro offers software and services that streamline the buying, operations and finance for digital advertising. It created digital extension solutions in 2010 to empower publishers with technology to execute a wide variety of campaigns on any site, across every channel, to reach any audience. Digital extension solutions offer publishers:

  • A white-label demand-side platform (DSP) enabling publishers to run programmatic campaigns with in-house teams
  • A suite of managed services for pre-sales support, media planning, ad operations, optimization, reporting, and billing
  • Access to inventory on the Centro Brand Exchange, a private exchange of select news and information sites that reach audiences consuming news media
  • Technology to maximize value of first party data and make it actionable
  • Comprehensive sales training covering multiple disciplines including ad operations, sales management, packaging and strategy to increase digital IQ of sales and ad operations teams

"Centro created digital extension solutions to help publishers attract more ad dollars by offering a full arsenal of ad products that leverage first-party data. The opportunity is great because both small businesses and national brands compete to reach local customers," said Katie Risch, SVP of publisher development at Centro. "Publishers are in a prime position to guide media spend because they have been a trusted local partner for marketers for an extended period of time, and they have valuable audience data."

About Centro
Centro (www.centro.net) provides unified, cloud-based software to simplify digital media operations. Our media management platform streamlines and scales ad buys across all channels, accessing both guaranteed and biddable inventory, to achieve any campaign objective. Our holistic approach gives marketers a single system of record to fulfill their research, planning, buying, optimization and reporting needs. Since 2001, Centro has successfully planned and executed more than 100,000 national and local campaigns across all digital display platforms and ad format types. Headquartered in Chicago with 33 offices in North America, Centro's success and commitment to culture has led to many accolades, including #1 on Crain's Best Places to Work in Chicago in 2011, 2012, 2013 and 2014.

Anthony Loredo

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

Latest Stories
Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at Cloud Expo, Ed Featherston, a director and senior enterprise architect at Collaborative Consulting, will discuss the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
All clouds are not equal. To succeed in a DevOps context, organizations should plan to develop/deploy apps across a choice of on-premise and public clouds simultaneously depending on the business needs. This is where the concept of the Lean Cloud comes in - resting on the idea that you often need to relocate your app modules over their life cycles for both innovation and operational efficiency in the cloud. In his session at @DevOpsSummit at19th Cloud Expo, Valentin (Val) Bercovici, CTO of So...
SYS-CON Events announced today that StarNet Communications will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. StarNet Communications’ FastX is the industry first cloud-based remote X Windows emulator. Using standard Web browsers (FireFox, Chrome, Safari, etc.) users from around the world gain highly secure access to applications and data hosted on Linux-based servers in a central data center. ...
Virgil consists of an open-source encryption library, which implements Cryptographic Message Syntax (CMS) and Elliptic Curve Integrated Encryption Scheme (ECIES) (including RSA schema), a Key Management API, and a cloud-based Key Management Service (Virgil Keys). The Virgil Keys Service consists of a public key service and a private key escrow service. 

What happens when the different parts of a vehicle become smarter than the vehicle itself? As we move toward the era of smart everything, hundreds of entities in a vehicle that communicate with each other, the vehicle and external systems create a need for identity orchestration so that all entities work as a conglomerate. Much like an orchestra without a conductor, without the ability to secure, control, and connect the link between a vehicle’s head unit, devices, and systems and to manage the ...
SYS-CON Events announced today that eCube Systems, the leading provider of modern development tools and best practices for Continuous Integration on OpenVMS, will exhibit at SYS-CON's @DevOpsSummit at Cloud Expo New York, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. eCube Systems offers a family of middleware products and development tools that maximize return on technology investment by leveraging existing technical equity to meet evolving business needs. ...
Web Real-Time Communication APIs have quickly revolutionized what browsers are capable of. In addition to video and audio streams, we can now bi-directionally send arbitrary data over WebRTC's PeerConnection Data Channels. With the advent of Progressive Web Apps and new hardware APIs such as WebBluetooh and WebUSB, we can finally enable users to stitch together the Internet of Things directly from their browsers while communicating privately and securely in a decentralized way.
Without lifecycle traceability and visibility across the tool chain, stakeholders from Planning-to-Ops have limited insight and answers to who, what, when, why and how across the DevOps lifecycle. This impacts the ability to deliver high quality software at the needed velocity to drive positive business outcomes. In his general session at @DevOpsSummit at 19th Cloud Expo, Eric Robertson, General Manager at CollabNet, will discuss how customers are able to achieve a level of transparency that e...
Amazon has gradually rolled out parts of its IoT offerings, but these are just the tip of the iceberg. In addition to optimizing their backend AWS offerings, Amazon is laying the ground work to be a major force in IoT - especially in the connected home and office. In his session at @ThingsExpo, Chris Kocher, founder and managing director of Grey Heron, explained how Amazon is extending its reach to become a major force in IoT by building on its dominant cloud IoT platform, its Dash Button strat...
Two weeks ago (November 3-5), I attended the Cloud Expo Silicon Valley as a speaker, where I presented on the security and privacy due diligence requirements for cloud solutions. Cloud security is a topical issue for every CIO, CISO, and technology buyer. Decision-makers are always looking for insights on how to mitigate the security risks of implementing and using cloud solutions. Based on the presentation topics covered at the conference, as well as the general discussions heard between sessi...
For basic one-to-one voice or video calling solutions, WebRTC has proven to be a very powerful technology. Although WebRTC’s core functionality is to provide secure, real-time p2p media streaming, leveraging native platform features and server-side components brings up new communication capabilities for web and native mobile applications, allowing for advanced multi-user use cases such as video broadcasting, conferencing, and media recording.
Fifty billion connected devices and still no winning protocols standards. HTTP, WebSockets, MQTT, and CoAP seem to be leading in the IoT protocol race at the moment but many more protocols are getting introduced on a regular basis. Each protocol has its pros and cons depending on the nature of the communications. Does there really need to be only one protocol to rule them all? Of course not. In his session at @ThingsExpo, Chris Matthieu, co-founder and CTO of Octoblu, walk you through how Oct...
DevOps is speeding towards the IT world like a freight train and the hype around it is deafening. There is no reason to be afraid of this change as it is the natural reaction to the agile movement that revolutionized development just a few years ago. By definition, DevOps is the natural alignment of IT performance to business profitability. The relevance of this has yet to be quantified but it has been suggested that the route to the CEO’s chair will come from the IT leaders that successfully ma...
Major trends and emerging technologies – from virtual reality and IoT, to Big Data and algorithms – are helping organizations innovate in the digital era. However, to create real business value, IT must think beyond the ‘what’ of digital transformation to the ‘how’ to harness emerging trends, innovation and disruption. Architecture is the key that underpins and ties all these efforts together. In the digital age, it’s important to invest in architecture, extend the enterprise footprint to the cl...
Almost everyone sees the potential of Internet of Things but how can businesses truly unlock that potential. The key will be in the ability to discover business insight in the midst of an ocean of Big Data generated from billions of embedded devices via Systems of Discover. Businesses will also need to ensure that they can sustain that insight by leveraging the cloud for global reach, scale and elasticity.