SOURCE: Centro


March 01, 2010 09:00 ET

Centro Launches Advertising Industry's Most Efficient Media Buying System for Premium Display

Transis Helps Agencies Improve Efficiencies, Save Costs and Scale Digital Operations by 69 Percent

SAN FRANCISCO, CA--(Marketwire - March 1, 2010) -  Technology and media services company Centro announces the launch of Transis at the American Association of Advertising Agencies Transformation 2010 event in San Francisco. Transis benefits agencies and media buyers by streamlining digital workflow processes and eliminating redundant tasks associated with placing digital media.

"Digital media buyers spend too much time on transactional activities versus high-level and strategic thinking processes which deteriorates the quality of media plans advertisers receive and hurts the profitability of ad agencies," said Shawn Riegsecker, president and founder of Centro. "Transis gives media buyers more time to think strategically and help their clients be more successful."

Media buyers are long overdue for a solution to move their daily duties out of spreadsheets, emails and faxes and into the 21st century. The fragmentation of audiences and overabundance of Web properties combined with the complexity of digital media has created an unscalable industry. Transis's Web-based system automates the process from front to back including research, site selection, negotiation, planning and buying, campaign management and billing reconciliation. Transis provides direct-to-site media buying software and brings an unprecedented level of efficiency and scalability to the digital advertising industry. 

Transis empowers agencies and media buyers to:

  • Easily access 100 percent of all digital media opportunities including Web sites, networks, portals, social media, mobile and video.
  • Collaborate and build media plans in a fraction of the time, allowing for more time to service clients.
  • Send RFPs and digital IOs while building and optimizing multiple plans in a paperless environment.
  • Eliminate the use of historical and inefficient technologies like spreadsheets, faxes, and emails.
  • Communicate faster with publishers and aggregate all communication and planning information in one place without needing to organize never-ending email threads.
  • Export media plans into third party ad servers and manage campaign fulfillment via one dashboard for all clients and ad servers across the entire agency.
  • Handle billing and reconciliation in real time, automatically taking away the burden of billing reconciliation.

Digital Industry Luminaries Support Need for Transis

"Ad agencies today are struggling with the harsh reality of an increasingly complex media buying landscape coupled with reduced margins and revenues from their procurement-led marketer clients," said Tim Hanlon, media consultant and former executive vice president of Publicis Groupe's Vivaki Ventures unit. "The digital industry has been plagued by an inability to adequately scale and difficulty serving clients with the current tool sets. It's time to drastically rethink the process. Transis takes a leap in the right direction and holds great promise for the industry."

"Although a ton of industry attention and investment right now is focused on ad exchanges and DSPs, it represents less than 20 percent of the display market," said Peter Krasilovsky, VP and program director, Marketplaces BIA/Kelsey. "Transis is automating the other 80 percent of the display industry."

"The fragmentation of digital media has forced many agencies to go the easy route of buying low-value inventory across ad networks and exchanges at the expense of working on integrated and innovative ideas with high-quality publishers," said Christian A. Hendricks, vice president of interactive for The McClatchy Company. "Transis provides buying and planning efficiency in one of the hardest segments in media, local online. Hands down, it's the most efficient premium display buying system we've seen."

About Transis
Transis is the first "front-end to back-end" media automation software to help advertising agencies increase efficiencies, save costs and scale more efficiently and profitably. It streamlines the entire media process including research, site selection, media planning and buying, campaign management and billing reconciliation. Transis was developed inside Centro, the leading distributor of local online advertising for advertising agencies. Founded in 2001 and headquartered in Chicago with 11 offices nationwide, Centro has served over 350 agencies and more than 975 national and regional clients. Centro's commitment to culture, innovation and great customer service has allowed it to receive many industry awards including Red Herring 100, Deloitte Technology Fast 500, Inc. 500 and Chicago's Best Places to Work award. For more information, visit

Editor's note: Please visit Transis booth #6 at the AAAA Transformation 2010 event.

Contact Information

  • Media Contact
    Morgan McDowell
    blast! PR for Centro
    (773) 681-0768
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