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The Basis Minute | March 2021


This is The Basis Minute, March edition!

Welcome to The Basis Minute, our monthly newsletter written specifically for Basis users. Each month, we’re excited to deliver Basis resources, product updates, industry articles, training, and more to your inboxes.




Centro acquires QuanticMind

Centro Brings Paid Search Into Basis With The Acquisition Of SEM Platform QuanticMind

Exciting news! On February 24, 2021, Centro announced the acquisition of Silicon Valley-based QuanticMind, a developer of AI-driven marketing technology that offers a paid search platform and a marketing intelligence platform. QuanticMind’s technology strengthens the core tenets of Basis --comprehensiveness, automation and intelligence. We are excited to bring our Basis users even more in the near future. Read more in AdExchanger.





Basis Updates

Basis is constantly improving. We've recently released:


Expanded location targeting

Basis's geotargeting functionality has been upgraded to include more granular locations. For more information about location targeting in Basis, visit our Help Center

Campaign Analytics

Basis's Campaign Analytics screen has been updated to facilitate the way you analyze data, sort through metrics, and evaluate performance across different campaigns and channels. We've already made some great enhancements and in the coming weeks you can expect the more functionality to be added.


For an overview of the screen watch the video at this link, or click here to go to our Help Center.


Video Inventory

Basis is now integrated with Tubi and Vidoomy!

  • Tubi is FOX’s ad-supported streaming platform running across 25+ platforms and devices. Note that there is no open market bidding on Tubi but a PMP deal has already been added to the Platform Deals library.

  • Vidoomy expands your reach into LatAm through direct access to a large number of local publishers and to a lesser extent Europe, the US, and other regions.


Contextual Targeting

Now you can access privacy-friendly Comscore's Predictive segments via Basis!

  • Comscore’s patent-pending Predictive Audiences are the industry’s first cookie-free targeting capability that enables advertisers to reach audiences based on granular consumer behavior through privacy-friendly contextual signals.


Recent content

Basis Success Webinar: Supply Path Optimization

In under 30 minutes, we reviewed the programmatic supply path with an easy-to-understand overview of the supply chain. We also covered the steps Centro is taking to clean, shorten, and streamline the programmatic ecosystem’s supply chain. Watch now!




Basis Success Webinar: Audio Ads in Basis

Audio is on the rise! Here are some quick stats on audio consumption from eMarketer’s US Digital Audio Ad Spending report (Sept, 2020).

  • Podcast listenership is expected to increase by 16%

  • Digital radio is projected to see a 27% increase in ad spend

  • Programmatic audio is anticipated to rise to 21% of audio spend by 2022

In this Basis Success webinar, we focused on Audio in Basis to keep you ahead of the curve. In 30 short minutes, we talked through the strategic value of Audio, accessing Audio inventory, understanding audio metrics and KPIs, and more. Check out the webinar here.



Centro Webinar: Drive Performance with Advanced TV

Interested in learning how marketers can win by extending their digital-only buys with advanced TV? Check out our monthly webinar from Wednesday, February 24th, to hear the latest insights from Centro and WideOrbit. Watch here.



Client in the Spotlight

Centro’s got some talented clients! The very talented Chris Cooper (4th from right) is part of a super cool fundraiser called MusiCares. MusiCares is a collaborative project orchestrated by Taylor Guitars to support the Grammy’s MusiCares Foundation which provides health benefits, financial support, rehab resources, and more to musicians in times of need. It features artists including KT Tunstall, Jason Mraz, Zac Brown and so many more, including Chris. Take a bow, Chris!


Every click & play helps raise money for the foundation, so have a listen if you can!



Centro Certified for today’s media landscape



Expanded Virtual Curriculum

Looking to level up this year? Our best-in-class certification programs just got better! All Centro Certified courses are free (that's right, no charge) for 2021, including the Basis Series—exclusive to Basis customers only, and the Essential Series available to anyone looking to master digital media, search, and social media. Take advantage of flexible course options—learn on-demand - on your own time, or join LIVE virtually.




Listen Here!

AdTech Unfiltered with Noor Naseer

New episode: Is It Time To Bring Programmatic In-House?

with April Weeks


In recent years, many advertisers have considered bringing programmatic media buying in-house. For others, a lack of infrastructure and support make it difficult to take the plunge.


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.


Listen now!




On Our Reading List


DIAL: Digital Innovations Awesome 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). Read the latest DIAL.


SMILE: Social Media Innovations List Email

Centro’s SVP of Paid Social, Amy Rumpler, recommends taking a look at social trends and updates in the Social Media Innovations List Email (SMILE). Check out the newest SMILE.



We're Listening!


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.


Newsletter: Feel free to share any feedback or comments.


Love being a Basis customer? We want to hear from you! Please reach out to ryan.nugent@centro.net and we can set up time for you to share your story with us.


Life is better with Basis,

Your Centro Team


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Basis Releases: 03/17/21

Campaign Analytics Customization options have been incorporated into the Campaign Analytics screen to facilitate the way you view information; you can now include Rate Type, Units Contracted, Media Ra

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