In a move that creates an alternative option to legacy media-buying systems provider MediaOcean, digital native Centro is teaming with Comcast’s FreeWheel to offer a one-stop solution for managing campaigns end-to-end, from planning to bill payments.
That last part is an especially important development. Although it seems like a mundane part of the business, reconciling and paying the supply side is where some of the most friction occurs in the media-buying process. Historically, MediaOcean has had a lock on that because of its longstanding relationships with big-agency enterprise systems.
The deal, which integrates Centro’s front-end planning and buying system (known as Basis) with the backend of FreeWheel’s Strata system, will effectively enable digital campaign buys to be reconciled in real-time.
Most important, it will save agencies the vast amounts of time heretofore spent on manual reconciliations to ensure that ads ran correctly.