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BPA Worldwide and Centro launch new service

BPA Worldwide and Centro have teamed up to offer a turnkey solution to deploy audience-driven advertising including audience extension and account based marketing (ABM).

BPA Worldwide and Centro launch new service
John Hyland: “B2B publishers have a wealth of first-party audience data that differentiates them and elevates their value.”

The new solution leverages Basis by Centro as a technology platform powering digital media activation and is exclusively created for BPA Media Exchange member publishers.

“B2B publishers have a wealth of first-party audience data that differentiates them and elevates their value,” said John Hyland, VP of publisher solutions, Centro. “Centro and BPA Media Exchange are working with synergy to give publishers access to powerful technology that automates and scales campaigns on all major digital channels beyond owned-and-operated sites.”

Extending the audience beyond owned-and-operated media has been the fastest growing area for B2B digital adverting. Targeting the audience on any digital channel they are using, based on user demographics or company affiliations, requires scale, media planning and expert activation across the web, says BPA Worldwide.

Basis provides digital publishers with capabilities to plan, buy, analyze, bill and reconcile media campaigns via a single interface. It’s an automated and intelligent digital media platform that consolidates operations across programmatic, direct, search, and social campaigns.

“We created the Media Exchange to balance publishers’ operational efficiencies and brand quality,” said Scott Roulet, VP, BPA Media Exchange. “The key to performance requires a team of experts and Centro’s media team has a proven track record of success and industry knowledge.”

Keith Edwards, ALM’s Vice President and Legal Market Leader, believes common alignment between publishers, vendors and clients is the best recipe for success. “Our brand is a trusted partner for our clients and we can only maintain that trust if we apply the best-in-class solutions to deliver results,” he noted.

“BPA and Centro have a strong reputation of integrity which gives us confidence that trust will be strengthened with this solution.”