Centro, Freewheel partner on digital ad automation | Ad Tech | News | Rapid TV News
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Centro and FreeWheel Advertisers are partnering on end-to-end digital media automation.

centro Freewheel 21July2019Centro’s Basis platform for buying digital media is pairing with FreeWheel’s Strata platform, used by advertising agencies for planning, activation, optimisation and billing management.

“By design, FreeWheel uses an open architecture for our platform so that we can give agencies choice and flexibility to use the tools that they prefer for their business. Our integration with Basis is the latest example of this vision,” said Joy Baer, general manager of FreeWheel Advertisers. “In listening to our clients, it became clear that Basis was the digital platform of choice for many of them. We’re so pleased to be able to offer direct access to such an important partner and well-respected player in the market.”

In addition to Centro’s Basis, FreeWheel’s Strata platform also continues to support Adazzle, its own cloud-based global platform for digital media management, as well as Strata Buying Management System (SBMS) Digital, a suite of tools for planning, buying, stewardship, optimisation and billing across all forms of digital media.

“This integration will allow any Centro client who uses the Strata platform to automate the final stage of the campaign lifecycle: Billing actualisation and reconciliation. This will make the work of media professionals much easier and more valuable,” said Shawn Riegsecker, CEO of Centro. “Campaign teams using Centro will no longer have to log into third party systems, find campaign data, download massive spreadsheet reports, re-format data, and then send the data to finance teams. The integrated Basis and Strata platforms will execute these tasks automatically. It brings significant operational value to our shared client bases.”

This integration will be fully operational and available to advertisers this autumn, the companies said.