Centro integrates FreeWheel’s Strata in Basis

Centro last week form a partnership with FreeWheel to pair Centro’s Basis, a platform for buying digital media, with FreeWheel’s Strata, a platform for planning, activation, optimization and billing management. According to Centro, the integration will be fully operational and available to advertisers this fall.

“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.”

Centro’s Basis offers a front-end planning and buying technology from which joint Centro and Strata clients will deliver campaign data into Strata. Centro says that when the integration is complete, delivery and financial data from Basis will flow into Strata for billing and reconciliation in real-time. The information is then rationalized and formatted, saving time for media professionals and accounting teams by removing numerous data-entry steps and generating more accurate invoices for digital media campaigns.

“This integration will allow any Centro client who uses the Strata platform to automate the final stage of the campaign lifecycle: billing actualization 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.”