Centro buys Silicon Valley software startup

▤ Summary

More importantly, the acquisition rounds out Centro’s ad-buying software, called Basis, which launched three years ago. Basis already allowed customers to plan and purchase digital ads on websites, search and social media either through automated-buying platforms or directly from the sites themselves. This deal is worth watching because Centro, which got its start 19 years ago buying online ads for clients, has been viewed as a potential IPO or acquisition candidate for some time. Its software enables buyers to evaluate tens of thousands of search terms and phrases to more efficiently bid on individual keywords. It also allows advertisers to combine online activity with offline shopping behavior of customers.

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