FreeWheel and Centro Partner to Give Agencies a New End-to-End, Automated Solution for Digital Media Campaigns
July 17 2019 - 9:08AM
Centro (www.centro.net), a provider of enterprise-class software
for digital advertising, today announced a strategic partnership
with FreeWheel Advertisers, a division of FreeWheel
(www.freewheel.com), A Comcast Company (Nasdaq: CMCSA). The
partnership powers end-to-end digital media automation in one
system, pairing Centro’s Basis, a comprehensive platform for buying
digital media, with FreeWheel’s Strata, a platform trusted by over
1,200 advertising agencies for planning, activation, optimization
and billing management.
“By design, FreeWheel uses an open architecture for
our platform so that we can give agencies choice and flexibility to
use the tools that they prefer for their business. Our integration
with Basis is the latest example of this vision,” said Joy Baer,
general manager of FreeWheel Advertisers. “In listening to our
clients, it became clear that Basis was the digital platform of
choice for many of them. We’re so pleased to be able to offer
direct access to such an important partner and well-respected
player in the market.” In addition to Centro’s Basis,
FreeWheel’s Strata platform also continues to support Adazzle, its
own cloud-based global platform for digital media management, as
well as Strata Buying Management System (SBMS) Digital, a suite of
tools for planning, buying, stewardship, optimization and billing
across all forms of digital media.
The Combined Value Proposition for Agencies
Basis offers a front-end planning and buying technology from
which joint Centro and Strata clients will be able to deliver
campaign data into Strata. When the forthcoming integration is
complete later this quarter, delivery and financial data from Basis
will flow into Strata for billing and reconciliation in real-time.
The information will then be automatically rationalized and
formatted, saving time for media professionals and accounting teams
by removing numerous data-entry steps and generating more accurate
invoices for digital media campaigns.
“This integration will allow any Centro client who uses the
Strata platform to automate the final stage of the campaign
lifecycle: billing actualization and reconciliation. This will make
the work of media professionals much easier and more valuable,”
said Shawn Riegsecker, CEO of Centro. “Campaign teams using Centro
will no longer have to log into third party systems, find campaign
data, download massive spreadsheet reports, re-format data, and
then send the data to finance teams. The integrated Basis and
Strata platforms will execute these tasks automatically. It brings
significant operational value to our shared client bases.”
Basis is a comprehensive, automated and intelligent digital
media platform for planning, buying and analyzing real-time bidding
(RTB), direct, search and social campaigns. It pulls and
rationalizes delivery data from major ad servers, social and search
vendors, and its integrated demand-side platform (DSP). As such, it
is the first combined demand-side platform (DSP) and workflow
automation system to be fully integrated into FreeWheel’s Strata
cross-media planning and execution system. To learn more about
Basis, please visit http://www2.centro.net/basis.
This integration will be fully operational and available to
advertisers this fall.
About Centro Centro (www.centro.net) is a
provider of enterprise-class software for digital advertising
organizations. Its technology platform centralizes, organizes and
automates all digital media campaigns across all channels,
accessing both guaranteed and biddable inventory, to achieve any
objective. Our holistic approach gives marketers a single system of
record to fulfill their research, planning, buying, optimization,
reporting and reconciliation needs. Headquartered in Chicago with
32 offices in North America, Centro has received numerous accolades
for its commitment to employees and workplace culture.
About FreeWheelFreeWheel, A Comcast Company,
empowers all segments of The New TV Ecosystem. We are structured to
provide the full breadth of solutions the advertising industry
needs to achieve their goals. We provide the technology, data
enablement, and convergent marketplaces required to ensure buyers
and sellers can transact across all screens, across all data types,
and all sales channels, in order to ensure the ultimate goal –
results for marketers.
With offices in New York, San Francisco, Chicago, London, Paris,
Beijing, and across the globe, FreeWheel, A Comcast Company, stands
to advocate for the entire industry through the FreeWheel
Council for Premium Video. For more information, please
visit www.freewheel.com, and follow us
on Twitter and LinkedIn.
Media Contacts: Centro:Anthony
Loredo310-573-8776anthony.loredo@centro.net
FreeWheel:Elaine Wong929-388-9098elaine_wong@comcast.com
A video accompanying this announcement is available
at https://www.globenewswire.com/NewsRoom/AttachmentNg/2bd3c8f0-99f1-497a-b01b-38c88728dc12
Photos accompanying this announcement are available
athttps://www.globenewswire.com/NewsRoom/AttachmentNg/84b6e469-602d-4e8b-a9e0-b4839ec77c95
https://www.globenewswire.com/NewsRoom/AttachmentNg/fbc20047-f404-4918-b808-7bb714f9007f
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