Basis Technologies

5y

This is the first in a 12-part series of blog posts that focuses on Centro’s corporate guiding principles, and how those values show up in the workplace and the lives of our people. One of Centro’s corporate principles, Support Each Other, takes on an especially important meaning during Women’s History Month and at the tail end of a global pandemic that has disproportionally impacted women, especially women of color. The circumstances under which women are working and living have changed drastically over the last year. McKinsey calculates that women’s jobs are 1.8 times more vulnerable to the COVID-19 crisis than men’s jobs, and recent projections estimate that employment for women may not recover to pre-pandemic levels until 2024—two full years after the projected recovery for men.

Basis Technologies

5y

"With an onslaught of data privacy updates stemming from legislation and big tech, once-reliable targeting is rapidly diminishing. Marketers must consider the loss of cookies, and find new ways to target audiences. Staying up-to-date on these developments isn’t easy. But for Pedro Pavón, who oversees privacy, data policy, and advertising at Facebook, its a daily task. In this episode, Pavón shares his views on consumer privacy laws and how advertisers should be planning for a cookieless future." Listen to this podcast.

Basis Technologies

5y

The death of third-party cookies has clients scrambling to ask their advertising partners: “How do we replace cookies?” Makes sense, right? Not quite! The market is loudly, clearly, and repeatedly telling us (through new privacy legislation and otherwise) that they don’t like cookies. Finding a cookie replacement is just replacing a problem with a slightly different problem. Centro's Derek Zolner explains.

Basis Technologies

5y

Centro said on Wednesday that it’s acquiring search engine marketing platform QuanticMind with plans to integrate the technology into its automated ad management platform called Basis. QuanticMind raised just over $30 million since 2015 when the company was founded as a search engine marketing platform. But unlike other players in the SEM space, which are primarily workflow tools for keyword management, QuanticMind uses artificial intelligence and machine learning to connect and analyze the data that powers its optimization offering for paid search advertising and retail sites. QuanticMind can automatically adjust bids on numerous keywords.

Basis Technologies

5y

Advertising software company Centro acquired a San Francisco-area startup that specializes in algorithms for bidding on search-engine keywords. Terms of the deal were not disclosed, but QuanticMind will add about 30 employees to Centro’s staff of nearly 700. More importantly, the acquisition rounds out Centro’s ad-buying software, called Basis, which launched three years ago. Basis already allowed customers to plan and purchase digital ads on websites, search and social media either through automated-buying platforms or directly from the sites themselves.

Basis Technologies

5y

Centro announced a free and expanded virtual curriculum for digital advertising—available through its Centro Certified learning programs. Centro Certified’s Essentials is a series of self-guided classes for mastering key elements of digital advertising. The series launched in 2020, with nearly 1000 professionals meeting certification for Digital Media Essentials. Newly available are Search Essentials and Social Media Essentials, with additional courses for Programmatic 2.0, TV Buying, Data, and more, to be released in 2021.

Basis Technologies

5y

93% of employees at Centro say it is a great place to work compared to 59% of employees at a typical U.S.-based company. Read more about why Centro has been certified as a Great Place to Work.

Basis Technologies

5y

Built In Chicago rounded up eight companies that are actively recruiting (Centro is one of them) for new talent, including engineers and analysts, digital strategists and more. Leaders to share what they enjoy about working for their respective companies and what they’re excited to accomplish in their roles in the future. Here’s what they said.

Basis Technologies

5y

In this episode, Centro’s EVP of Media Services and Operations shares the different ways advertisers can approach in-housing, as well as how to best prepare beforehand. Finally, she shares how advertising professionals can enhance their careers in today’s crowded and fast-evolving media environment.

Basis Technologies

5y

“The growth of connected TV usage has accelerated exponentially giving way to further consideration for ad dollars this year. In 2019, media buyers began realizing CTV’s potential as viewing increased and advertising opportunities and products expanded. In 2020, viewership and advertising dollars increased significantly again and the shift in consumer behaviors that’s driving increased consumption of CTV is not slowing down." Read more from Centro's April Weeks in the In-House Agency Forum blog.