THE BASIS MINUTE : JANUARY 2020
HELLO, BASIS FRIENDS!
This is The Basis Minute, our monthly newsletter written specifically for Basis users. Each month, we’re excited to deliver Basis resources, product updates, user profiles, and more to your inboxes.
PRODUCT RELEASE NOTES
Our product teams have been busy improving Basis for you! Check out the past month of releases below with links to more information:
Accelerate campaign creation and management:
○ Navigate between tactics within a group from the tactic editor! Simply click the drop-down arrow next to the
tactic name in the modal header to switch between tactics.
○ Groups and tactics are now included when copying a DSP line item in the planning phase! Now when you
paste or duplicate a DSP-type line item, it will also paste the groups and tactics associated with the original
More ways to reach your audience:
○ Universal Pixel functionality has been expanded to support image tags and new enhancements for GCM
Join us for some exciting and educational events in the future.
WEBINAR: NEW MEDIA TRENDS FOR 2020
Wednesday, January 29th, 1:30 ET
The massive changes currently happening in our industry are not overnight transformations, but rather ongoing evolutions. In this month's webinar, Centro's Media Innovations + Technology team dives into the key trends and themes we predict will impact the advertising industry in 2020 including New Retail Paradigm, Traditional Media Remix, Future of the Agency, Reclaimed Identity, and Seamless Experiences. Register now!
WEBINAR: SPOTLIGHT ON REDDIT, DATORAMA, AND OMNIVIRT
Wednesday, February 12th, 1:30 ET
Join us as we shine the spotlight on vendors that you can use with Basis to boost your media's success. Inject a little creativity into your marketing plans by learning about three innovative and interesting vendors featuring presentations from:
Media and Inventory: Reddit
Data Analytics: Datorama
3D Creative Ads: OmniVirt
DIGIDAY MEDIA BUYING SUMMIT
February 25-27, Palm Springs, CA
Are you attending the Digiday Media Buying Summit in February? If so, stop by our lounge and say hi! We look forward to seeing you.
BASIS FOUNDATIONS 2.0
March 5-6, Chicago
Feeling comfortable with Basis but want to boost your skills? Join us for Basis Foundations 2.0 from March 5-6 in the Windy City. Get more information on Basis Foundations 2.0 here!
NEW RESOURCES AND TRAINING
POV ON CHROME'S COOKIE-LESS FUTURE
Google Chrome announced in January that the popular browser will phase out third-party cookies by 2022. What does this mean for the ad industry, targeting, and inventory? Read Centro’s one-page POV on the announcement here.
CENTRO CERTIFIED FOR 2020
Which course is right for you? Centro Certified course overviews are below! Click on the registration links for additional information.
Basis Foundations : For new Basis users ready to dig into campaign set-up and learn basic buying capabilities and new features for direct and DSP campaigns. Register for Basis Foundations here!
Basis Foundations 2.0 : For existing Basis clients with a firm understanding of campaign set-up and looking to build a new set of capabilities within Basis. Register for Basis Foundations 2.0 here!
Business Development : For agency business development leads focused on growing and winning new business with the expanded capabilities of Basis. Register for Basis for Business Development here!
ANNOUNCING CENTRO PREP!
Are you new to the industry or know someone trying to get their foot in the door of the advertising world? We're excited to announce Centro Prep—a budding community for young minds in the digital media industry! Geared towards high school- and college-aged students, Centro Prep's Facebook group shares content, networking events, and live videos to help jumpstart young peoples' careers.
If you or someone you know is just learning how to network, trying to crush that first interview, or looking to gain insight into the digital media industry—Centro Prep is here for you! At Centro, learning and growth are pivotal elements of our company culture. Centro Prep is an extension of that mindset: We’re here to help curious go-getters harness the knowledge they need to jumpstart their success. Join the group for content, networking events, and career coaching seminars. We’re excited to help you meet your goals!
If you’ve been out of school for a bit, but are still connected to a teacher, professor, ad club, or other network, please share Centro Prep!
INTERESTING PMPS TO CHECK OUT
February 2020 brings us big advertising events like the Superbowl LIV and President’s Day. Check out some interesting and timely PMPs below.
Can’t afford a $5MM spot during Sunday’s big game? Use TapJoy’s High Viewability PMP targeting sports fans to get your message out on a different screen.
Use Hulu’s connected TV inventory to get your share of the living room and compete with the broadcast advertisers.
Use digital OOH to reach shoppers searching for President’s Day sales with RevNew Digital’s DOOH NRS Point of Sale PMP.
Manager of Client and Media Services at Centro
Meet Hope Lowdermilk! A five-year veteran of Centro, Hope’s life has taken her to three different cities while working for Centro—LA, Seattle, and now our Chicago headquarters.
Basis Minute: Hi Hope! Let’s start with your role here. What do you do for Centro?
Hope Lowdermilk: I am a manager of Client and Media Services. My job is to oversee an incredible squad of Digital Media Specialists and Digital Media Associates. We work with Centro’s Account Leads to create and execute digital strategy for our awesome Managed Services clients. 70% of my day is spent checking in with my team, building strategy decks, reviewing research, and more. For the other 30%, I think ahead and work on departmental projects or learning more about emerging trends like connected TV targeting or cannabis advertising.
Basis Minute: What is your favorite thing about your job?
Hope: I love the people. I know everyone says that, but I’ve found my best
friends here. I work with the smartest people in the industry. Centro has
been so instrumental in my professional life, but also my personal life.
I’ve moved three offices, I feel completely supported by my team and executives. They care about you as a person, not an output, which is pretty incredible.
Hope: Yes! In your fifth year, Centro gives you both the time and support to take three weeks off. I took a three-part trip. I went to Lake Tahoe to see Allie Gottlieb, who works on our analytical operations team, get married. I then spent time in Seattle to see family, and also went to London! We saw the royals at Kensington Palace—Prince William, Prince George, the Duchess and Prince Louie went on a family bike ride right past us. I’m not sure my mom will ever be happier than in that moment.
Basis Minute: Speaking of Allie, I know you two are working on something. Will you share what you two have been up to.
Hope: Allie and I have a project called SheTribe. We started it when
we noticed our inbox was a terrible place—bills and reminders and
student loans. We wanted to create something that you could read
once a week and feel joyful and empowered, so we built the SheTribe
newsletter! We write relatable and helpful content like how to get
out of a toxic friendship, how to save for retirement, how to network, etc.
We got great feedback on the content, but we kept hearing over and over that it would have been really great to have this info at 24. To address this, we just built an offline community for people just out of college sheTribeU to raise the next generation of women. We launch with University of Iowa in March. If you’re wondering, yes, we will use Basis for advertising.
Basis Minute: Thank you so much for sharing with us! How can people connect with you?
Whether you’re an ad buyer yourself or invested in the success of
your company’s media buying, you’ve probably wondered how the
best of the best invest their media dollars.
Luke Lambert spends a lot of time making those investment decisions. As the Head of Programmatic at OMD, Luke is responsible for curating world-class capabilities in programmatic trading, inventory curation, and platform strategy across a team of 150. He and the OMD team just secured the title of Top Global Media Agency according to a COMvergence 2019 report—so it’s clear that they’ve got some tried and true tricks up their sleeves!
Lambert chats with host Noor Naseer about how to invest client dollars intelligently, keep teams educated on the latest offerings, secure talented traders, uncover critical insights, and ultimately, keep clients happy.
The episode is available now via Apple Podcasts, Google Podcasts, Spotify and wherever you listen to podcasts. Search for ‘AdTech Unfiltered’ in your favorite podcasting app to subscribe.
On Our Reading List
Our fabulous Media Innovations team, Ryan Manchee, Noor Naseer, and Christine Kim are always on the cutting edge. Check out their recommendations on what to read from this month’s Digital Innovations Awesome List (DIAL):
Twelve Million Phones, One Dataset, Zero Privacy [:24] A fascinating (non-advertising industry) look into how every connected individual is tracked, can be targeted with advertising, and how anonymity may not be we believe it to be.
Where to Go from Here: The Outlook for Programmatic Advertising in 2020 [:03] 2019 has come to a close, and it featured key developments for programmatic advertising. From the rapid growth in over-the-top (OTT) and connected TV to significant improvements in addressable advertising to the current implementation of the California Consumer Privacy Act, 2019 saw momentous developments in the programmatic space that will change industry standards this year.
WTF is Chrome’s SameSite Cookie Update? [:04] On February 4, Google will be rolling out a new Chrome update that includes a new approach to cookies. The SameSite update will require website owners to explicitly state label the third-party cookies that can be used on other sites. Cookies without this proper labeling will no longer work in the Chrome browser. Chrome currently has 64% of the browser market. Chrome already offers user the ability to block third-party cookies. This change will allow users more control over their settings.
Centro’s VP of Paid Social, Amy Rumpler, recommends reading through the following articles from her Social Media Innovations List Email (SMILE):
How TikTok Transformed Social Networking in 2019 The app marked a new era in “social entertainment”, capturing the attention of teens and young adults worldwide and causing older marketers to scratch their heads. This article compares the platform’s fun, lighthearted content with the more serious content on Facebook, and highlights the difference in how TikTik predicts what will be entertaining to a user as opposed to prioritizing engagement. Could this cause more young social users to leave Facebook for other short-form video apps this year?
Reddit’s Plan to Bring Brands to the Platform At Ad Week’s CES panel, Jen Wong (COO of Reddit) spoke about the role she expects the platform will have in user data protection, and how brands can still leverage their audience to relate with Reddit communities. Ad Week shared a few quick quotes in this article, but you can also watch more here.
Update: The Expansion of Instagram Checkout Over the past few months, Instagram has continued to add features to their closed-BETA Checkout feature. Some of the releases were leaked in emails sent to users recently, which Ad Week details int his article.
Feedback makes us better. If you have something to share with us, praise or where we can improve, please don’t hesitate to reach out. You can also send any feedback to me and I will route it to the correct channels.
Product feedback: We’re all ears! Please share any thoughts or ideas you have with your CSM.
Love being a Basis customer? We want to hear from you! Please reply to me and we can set up time for you to share your story with us.
Life is better with Basis, Your Centro Team