Using 51Degrees, Centro have gained more accurate and much faster device detection.
LONDON, August 2018, 51Degrees, a device detection provider, is delighted to announce its agreement with Centro, a provider of digital advertising software.
Centro selected 51Degrees' device detection due to the speed, breadth, accuracy, and ease of implementation of the solution. During testing, 51Degrees has achieved speeds significantly faster than previous performance.
Optimise, Analyse, Inform with Centro and 51Degrees
51Degrees' data brings consistency, accuracy and speed to Basis, Centro's omnichannel demand-side platform (DSP). 'Basis' has been architected for mobile from the ground up. Roughly half of its inventory is mobile, evenly split between app and browser.
"Speed is essential for our customers and this is the primary reason we are utilizing 51D's technology," said Hiten Mistry, SVP of product management, Centro. "We have high standards for our technology platform and, therefore, it must receive, process, and respond to all bid requests from ad exchanges within 100 milliseconds. 51D ensures that there are no bottlenecks during these events".
Key drivers in Centro's selection were the quality of 51Degrees' codebase structure and codebase methodology which enables easier parsing, plus the company's commitment to maintaining the database. This benefits their UI users by making it easier to digest the data through the use of filters such as device age, price and popularity.
Ibai Lacunza, Software Engineer at Centro stated, "Centro processes millions of bid requests each second. Within this process and specifically when it comes to device requests, we're currently performing just under one million device lookups per second across our network. Each bidder node is processing ~3000 device queries per second. Mean query time is ~8 microseconds. P95 is ~45 microseconds. At that rate, 51D has absolutely no issues keeping up with bid request processing on our bidder nodes".
James Rosewell, CEO 51Degrees, said, "I'm delighted Centro have recognised the value of the innovative, industry-changing methodology and quality of data the great team at 51Degrees have created. We are looking forward to working with Chris and the team at Centro over the coming years".
Centro is a provider of enterprise-class software for digital advertising organizations. Its technology platform, Basis, is the first of its kind SaaS advertising solution unifying programmatic and direct media buying, along with workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It boosts media, team and business performance by enabling advertisers to plan, buy and analyze real-time bidding (RTB), direct, search and social campaigns in a single platform. Headquartered in Chicago with 40 offices in North America, Centro has received numerous accolades for its commitment to employees and workplace culture.
51Degrees was founded in the UK in 2010 and is the only commercial open source solution available. Leaders in AdTech such as Adform, Adyoulike and AdSupply, Publishing & media companies like Tencent, Content Management Platforms such as Sitecore and Liferay, Digital Agencies and over 1.5 million websites like Disney and eBay use 51Degrees. 51Degrees performs with better than 99.9% matching accuracy against circa 1 million combinations of device models, operating systems, browsers and apps.
To access a free trial of 51Degrees' enhanced device data file register now.
James Rosewell, CEO and Founder of 51Degrees will be at DMEXCO in Cologne, Germany in Sept. 2018.
For more information or to book a meeting visit, please contact us