Centro, a company offering enterprise-class software for digital advertising, has acquired GraphScience.
GraphScience’s software, now available through Centro, “helps marketers harness customers’ social media data to dynamically create and optimize, in real-time and at scale, thousands of personalized ads on Facebook,” according to a statement provided to MMW.
The move is designed to bolster the Centro platform. GraphScience’s customers include large e-commerce and retail companies with hundreds of product lines and thousands of SKUs. The acquisition strengthens Centro’s offerings by adding robust social ad capabilities that have delivered superior ROI for brands.
It’s a big deal: Centro’s technology platform is projected to manage nearly $400 million in digital ad spend this year.
“Centro continues to consolidate digital advertising in one software stack — first pioneering automated guaranteed media-buying technology, and then building a cross-channel real-time bidding (RTB) software solution,” noted the release. “Now, Centro is expanding its product suite with GraphScience’s personalization and optimization engine for social ads. Centro recognizes the growing importance of social media to the marketing mix, as social media advertising spend reaches $8,334 billion in 2015.”
“Centro is bringing together a unified platform that allows advertisers and agencies to solve one of the biggest problems in the industry — fragmentation. The addition of GraphScience to our advertising software stack enables Centro to deliver a platform that automates the research, buying and execution of all digital inventory types,” said Shawn Riegsecker, CEO of Centro.
Again, it’s all about getting through via social media.
“Accessing enhanced social media capabilities on our platform empowers our customers to drive better performance for their digital campaigns, no matter the channel, device, ad unit, or buying tactic,”Riegsecker concluded.