Tapad and Centro Announce Partnership

Today, Tapad is pleased to announce its partnership with Centro — a provider of enterprise-class software for digital advertising. Through this partnership, Centro's Basis programmatic ad platform has licensed Tapad's cross-device marketing technology. This means that 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.

Centro’s Basis enables advertisers to plan, buy and analyze real-time bidding (RTB), direct, search and social campaigns in a single platform. 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.

According to Tapad and Centro:

“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.”

“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.”