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

May 01, 2018

Centro, a provider of enterprise-class software for digital advertising, announced an integration with Pixalate to give users of its Basis programmatic ad platform real-time, post-bid viewability reporting. Pixalate is a global intelligence platform and ad fraud-protection provider offering a comprehensive suite of products that bring transparency to programmatic advertising. Centro’s Basis gain access to technology to measure when ads are viewable. Advertisers can combine this with their direct buying viewability reports in Basis to drive campaign performance through holistic optimization, with ad spend adjusted through the same platform. Basis unifies programmatic and direct media buying with workflow automation, cross-channel campaign planning, universal reporting and business intelligence.

Brands have many concerns about digital advertising’s effectiveness in engaging customers. Data from Centro and Advertiser Perceptions showed that advertisers identified the “need for better insights/reporting deliverables from data” as the top pain point in programmatic ad management. Agencies and advertising tech companies are galvanizing around viewability as a key performance metric and an illustration that ad placements are being seen, and therefore have value.

Centro’s Basis converges the major aspects of digital media into one business ecosystem. It is a SaaS advertising solution designed to boost media, team and business performance by enabling advertisers to plan, buy and analyze real-time bidding (RTB), direct, search and social campaigns in a single platform.