Click here to close now.

Welcome!

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.

Contact
Anthony Loredo
646-462-4888

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
Enterprises are turning to the hybrid cloud to drive greater scalability and cost-effectiveness. But enterprises should beware as the definition of “policy” varies wildly. Some say it’s the ability to control the resources apps’ use or where the apps run. Others view policy as governing the permissions and delivering security. Policy is all of that and more. In his session at 16th Cloud Expo, Derek Collison, founder and CEO of Apcera, explained what policy is, he showed how policy should be arch...
"CenturyLink brings a full suite of services to the table and that enables us to be an IT service provider," explained Jeff Katzen, Director of the Cloud Practice at CenturyLink, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
17th Cloud Expo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterprises ar...
DevOps is about increasing efficiency, but nothing is more inefficient than building the same application twice. However, this is a routine occurrence with enterprise applications that need both a rich desktop web interface and strong mobile support. With recent technological advances from Isomorphic Software and others, it is now feasible to create a rich desktop and tuned mobile experience with a single codebase, without compromising performance or usability.
"In the IoT space we are helping customers, mostly enterprises and industry verticals where time-to-value is critical, and we help them with the ability to do faster insights and actions using our platform so they can transform their business operations," explained Venkat Eswara, VP of Marketing at Vitria, in this SYS-CON.tv interview at @ThingsExpo, held June 9-11, 2015, at the Javits Center in New York City.
One of the hottest areas in cloud right now is DRaaS and related offerings. In his session at 16th Cloud Expo, Dale Levesque, Disaster Recovery Product Manager with Windstream's Cloud and Data Center Marketing team, will discuss the benefits of the cloud model, which far outweigh the traditional approach, and how enterprises need to ensure that their needs are properly being met.
In the midst of the widespread popularity and adoption of cloud computing, it seems like everything is being offered “as a Service” these days: Infrastructure? Check. Platform? You bet. Software? Absolutely. Toaster? It’s only a matter of time. With service providers positioning vastly differing offerings under a generic “cloud” umbrella, it’s all too easy to get confused about what’s actually being offered. In his session at 16th Cloud Expo, Kevin Hazard, Director of Digital Content for SoftL...
Discussions about cloud computing are evolving into discussions about enterprise IT in general. As enterprises increasingly migrate toward their own unique clouds, new issues such as the use of containers and microservices emerge to keep things interesting. In this Power Panel at 16th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists addressed the state of cloud computing today, and what enterprise IT professionals need to know about how the latest topics and trends affect t...
Malicious agents are moving faster than the speed of business. Even more worrisome, most companies are relying on legacy approaches to security that are no longer capable of meeting current threats. In the modern cloud, threat diversity is rapidly expanding, necessitating more sophisticated security protocols than those used in the past or in desktop environments. Yet companies are falling for cloud security myths that were truths at one time but have evolved out of existence.
Countless business models have spawned from the IaaS industry. Resell Web hosting, blogs, public cloud, and on and on. With the overwhelming amount of tools available to us, it's sometimes easy to overlook that many of them are just new skins of resources we've had for a long time. In his General Session at 16th Cloud Expo, Phil Jackson, Lead Technology Evangelist at SoftLayer, broke down what we've got to work with and discuss the benefits and pitfalls to discover how we can best use them to d...
WebRTC converts the entire network into a ubiquitous communications cloud thereby connecting anytime, anywhere through any point. In his session at WebRTC Summit,, Mark Castleman, EIR at Bell Labs and Head of Future X Labs, will discuss how the transformational nature of communications is achieved through the democratizing force of WebRTC. WebRTC is doing for voice what HTML did for web content.
Public Cloud IaaS started its life in the developer and startup communities and has grown rapidly to a $20B+ industry, but it still pales in comparison to how much is spent worldwide on IT: $3.6 trillion. In fact, there are 8.6 million data centers worldwide, the reality is many small and medium sized business have server closets and colocation footprints filled with servers and storage gear. While on-premise environment virtualization may have peaked at 75%, the Public Cloud has lagged in adop...
Even as cloud and managed services grow increasingly central to business strategy and performance, challenges remain. The biggest sticking point for companies seeking to capitalize on the cloud is data security. Keeping data safe is an issue in any computing environment, and it has been a focus since the earliest days of the cloud revolution. Understandably so: a lot can go wrong when you allow valuable information to live outside the firewall. Recent revelations about government snooping, along...
The last decade was about virtual machines, but the next one is about containers. Containers enable a service to run on any host at any time. Traditional tools are starting to show cracks because they were not designed for this level of application portability. Now is the time to look at new ways to deploy and manage applications at scale. In his session at @DevOpsSummit, Brian “Redbeard” Harrington, a principal architect at CoreOS, will examine how CoreOS helps teams run in production. Attende...
"We have an new division call the Cloud Monetization Division, based on our platform Powua, which empowers enterprises and organizations to take the journey to cloud monetization and to make it a reality," explained Ian Khan, Manager, Innovation & Marketing at Solgenia, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.