Centro Integrates with Tapad for Cross-Device Advertising Performance on Programmatic Platform

By MTS Staff Writer On May 23, 2018

Marketers Using DSP Basis by Centro Can Leverage Tapad’s Technology for Extended Cross-device Reach

Centro, a provider of enterprise-class software for digital advertising, announced that its Basis Programmatic Ad Platform has licensed Cross-device Marketing Technology from Tapad, the company reinventing personalization for the modern marketer. Media professionals using Basis can now drive better performance by identifying a person across the different devices he or she uses, serving ads in the most optimum environment, then analyzing performance to see what ad worked best based on creative, device, location and time of day.

Also Read: Centro Adds Real-Time Viewability Reporting from Pixalate in Programmatic Buying Platform

Today’s digital media ecosystem is fragmented. People consume content on their multiple devices from multiple locations. According to digital analytics firm GlobalWebIndex, a typical consumer owns three digital devices and has seven digital ID’s active in the last 60 days. Advertising technology that treats every device as a single user would not be able to guide customers down the marketing funnel according to how users jump from one device to the next. Furthermore, they wouldn’t see when conversions occur on a device different from that in which the ad was first shown to the user. The Tapad Graph identifies the point of conversion across all screens – smartphones, tablets, home computers, and smart TVs – so that marketers can better gauge the efficiency and return on ad spend.

“Our technology helps brands gain a deeper level of understanding of their customer, enabling marketers to better deliver services and products users want,” said Chris Feo, SVP of Global Data Licensing and Strategic Partnerships, Tapad. “With our technology as part of Basis, Centro is providing robust, accessible tools for marketers that want to advance their knowledge of the consumers they want to reach.”

Also Read: Tapad Partners with Flashtalking to Create Impactful Attribution Modeling Strategy

Centro’s Basis enables advertisers to plan, buy and analyze real-time bidding (RTB), direct, search and social campaigns in a single platform. It is the only platform that combines all of these elements with cross-device conversion attribution and advanced reporting features in a DSP. With the Tapad Graph integrated into Basis, marketers can now identify consumers across all of their devices during any point of the consumer journey. This can help marketers determine ad spend effectiveness for optimizing campaigns in real-time or for the future. Other cross-device marketing capabilities for Basis users include:

Frequency Capping: Apply frequency caps at a unique person-level rather than at a device-level to prevent saturating users with ads and showing them more impressions than desired.
Audience extension: Expand the reach of a campaign by learning what other devices a single user may have, then deliver ads to single users’ other devices.
Reporting insights: Learn how users interact with ads across their devices. Gain insight about how consumers respond on devices to improve targeting parameters.
Conversion attribution: Record conversions on devices different from that in which the ad was displayed to learn the true effectiveness of advertising efforts.

“Cross-device analytics and optimization aligns with our vision that converging the different parts of digital media to create a holistic view of campaigns will drive performance,” said Katie Risch, EVP of customer experience, Centro. “Having Tapad’s powerful capability of personalized marketing gives our advertisers high-quality data to cultivate relationships with customers, wherever they are in digital channels.”