July 19, 2017 Last Updated 10:25 am

Local Media Consortium to partner with Centro for audience extension solutions

CHICAGO, Illinois – July 19, 2017 – The Local Media Consortium (LMC), a strategic partnership of leading local media companies, today announced Centro as a preferred partner for audience extension solutions for its member companies. Centro, a provider of enterprise-class software for digital advertising, offers media companies robust services and software to execute audience extension for their advertisers. LMC is made up of 75 media companies that encompass 1,700 sites. LMC members who adopt Centro’s solution will be empowered to operate a one-stop-shop for their advertisers to quickly scale campaigns and reach any audience through a multitude of ad units and sites on any device. LMC members can strengthen their position to compete for a larger share of ad budgets.

Because advertisers value scale, it’s challenging for publishers to compete for large digital budgets if they only reach audiences on owned and operated sites. Furthermore, for local campaigns, marketers will prioritize vendors who can reach the majority of prospective local customers. Publishers have an opportunity to manage larger portions of their clients’ media buys if they can extend their audience reach across the web and across devices through a variety of ad products.

“Centro is a well-regarded partner for hundreds of publishers, evidenced by the longstanding relationships it has with many of our members and the overall brand recognition among our peers in digital media,” said Rusty Coats, executive director of the LMC. “We identified Centro as an ideal provider for our members because its solution offers robust capabilities that are adaptable according to an organization’s skill level and sophistication.”

As a preferred partner for LMC, Centro offers flexible pricing for the organization’s members and can activate its solutions within a couple of weeks. Centro works with members in two ways:

  • Self-serve technology customers use a demand-side platform (DSP) to run programmatic advertising with in-house teams. They can also access Centro’s dedicated customer support, programmatic learning curriculum, campaign performance best-practices, sales training and collateral, pre-sales support and more.
  • Managed service customers gain a full-service Centro team that can align with the publisher holding company or market-level media organization to complement the internal ad sales and operations team. Centro’s experts plan, set up, execute, optimize and report on campaigns.

Centro’s audience extension solutions enable publishers to:

  • Run a wide variety of campaigns on any site, across every channel to reach any audience.
  • Navigate cookie-less environments by using GPS capabilities and device ID data management.
  • Access robust video inventory on every major supplier.
  • Integrate with data management platforms (DMPs) to allow permission and monetization of first-party data.

“The Local Media Consortium and Centro are unified towards a goal of strengthening local media organizations. The alliance has harnessed collective resources to find the right providers for all members,” said Katie Risch, EVP of customer experience at Centro. “As a pioneer in audience extension, Centro’s vast experience showcases our position as the ideal monetization partner for publishers.”

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