On Tuesday, Centro – a provider of digital media software and services – announced the acquisition of SiteScout.
As MMW has extensively covered in the past, Sitescout is a fast-growing self-serve, real-time bidding (RTB) platform.
SiteScout’s technology has seen ballooning adoption of late, growing to more than 4,000 customers in the first three years.
We’re told the deal gives Centro a key component for delivering a unified digital advertising platform that accesses guaranteed and biddable inventory across all channels.
With Centro, for the first time, marketers will be able to use a single system to manage all of their media, campaign objectives and operations.
SiteScout’s technology accesses more than 21 billion daily impressions via integrations with supply sources such as Google AdX, The Rubicon Project, OpenX, Pubmatic, and MoPub. It also provides an ad server for site-direct media buys.
Conversely, SiteScout gains immediate access to Centro’s sales, service and operations team of more than 370 in 33 U.S. markets, and its established relationships with more than 1,200 agencies and 5,700 marketers.
“The ad tech industry is filled with disparate point solutions that create complexity for marketers and agencies. SiteScout shares our vision in delivering self-serve technology that puts power and control in the marketers’ hands,” says Shawn Riegsecker, CEO of Centro. “Together we’ll deliver a unified stack across all media, including guaranteed and biddable, that leverages predictive data and analytics to power any campaign objective.”