• by Tyler Loechner  @mp_tyler, May 20, 2014

Media-buying platform Centro on Tuesday announced a partnership with Moat, a media measurement firm. Marketers will have access to Moat's viewability, user interaction and ad engagement data through Centro’s platform.

Moat is a Media Rating Council (MRC) accredited vendor. Centro also plans to use Moat’s technology to create viewability benchmarks on the Centro Brand Exchange, the company’s private marketplace.

The private marketplace features inventory from select news and information publishers, per a release. A company representative said: “We want to prove to the market that great placements on premium journalistic sites yield the most effective results.”

“It is important for our agency clients to be familiar with metrics that will have a major effect on how advertisers buy media in the future,” stated Scott Neslund, EVP of media services, Centro. “Working with Moat enables us to educate customers and improve effectiveness of their campaigns using data.”