Streamlined digital advertising operations through comprehensive workflow automation, enabling agencies and brands to plan, execute, and analyze campaigns across multiple channels from a single platform.
Last updated Mar 7, 2026 by AI Enrichment
- Industry
- Advertising Workflow Automation
- Business Model
- SaaS
- Target Market
- Enterprise
- Employee Count
- 201-500
- Funding
- $103M
- Revenue Range
- $50M-$100M
- Stock Symbol
- Not Publicly Traded
- Parent Company
- Basis Technologies
- API Available
- Yes
Market Position
Leading provider of enterprise advertising workflow automation software before acquisition by Basis Technologies
Overview
Centro was a Chicago-based advertising technology company that provided enterprise software solutions for digital advertising workflow automation and campaign management. Founded in 2001, Centro developed the Basis platform, which served as a comprehensive media automation solution enabling agencies and brands to plan, buy, analyze, and report on digital advertising campaigns across multiple channels. The company positioned itself as a leader in programmatic advertising technology, offering tools that streamlined the complex processes involved in digital media buying and campaign execution. Centro was acquired by SteelHouse in 2017, and the combined entity continued to operate under the Centro brand. In 2020, Centro (which had absorbed SteelHouse) was subsequently acquired by Basis Technologies, with the Basis platform becoming the flagship product of the acquiring company. The Centro brand and technology were integrated into Basis Technologies' broader advertising automation ecosystem, with the original Centro software continuing to serve enterprise advertisers, agencies, and media companies under new ownership. Throughout its history, Centro was recognized for its focus on solving workflow inefficiencies in digital advertising, particularly for agencies managing complex, multi-channel campaigns. The platform's emphasis on automation, transparency, and consolidated reporting made it a significant player in the evolution of programmatic advertising technology before its acquisition and integration into Basis Technologies.
Products & Features
Basis
Comprehensive media automation platform for planning, buying, analyzing, and reporting on digital advertising campaigns across display, video, mobile, search, and social channels
Basis DSP
Demand-side platform integrated within the Basis ecosystem for programmatic media buying
Campaign Management
Tools for managing campaign workflows, trafficking, and optimization across multiple advertising channels
Reporting & Analytics
Unified reporting dashboard providing cross-channel campaign performance insights and attribution
Key Features
Unified campaign management across multiple channelsAutomated workflow and approval processesIntegrated programmatic buying capabilitiesCross-channel reporting and analyticsMedia planning and forecasting toolsInvoice reconciliation and financial managementReal-time campaign optimizationCustom reporting and dashboards
Use Cases
Agency campaign management across multiple clients and channelsEnterprise brand management of complex digital advertising portfoliosProgrammatic media buying and optimizationCross-channel campaign planning and forecastingAdvertising financial reconciliation and billingPerformance reporting and client deliverables
Customer Segments
Digital advertising agenciesMedia agenciesEnterprise brandsTrading desksMedia companiesHolding company agencies