Centro Adds Monkman to Work Local Angle

NEW YORK Web ad buying service Centro has hired former Financial Times ad executive Shauna Monkman to lead its New York office.

Monkman, 29, joins Centro as vice president of business development following five years at FT.com, where until September she was vice president of worldwide advertising sales. She oversaw the company’s emerging online markets in Central Europe, the Middle East, Africa and Asia Pacific.

Chicago-based Centro is a Web ad buying service that hopes to bring more national advertising money to local sites, including those of newspapers, radio and TV stations, and sports teams. It has indexed 1,400 local Internet sites with their vital advertising stats: audience makeup, creative specs and pricing. Agencies can tap Centro to build localized counterparts to national campaigns without going through the legwork of negotiating deals with dozens of small-reach sites.

In her new role, Monkman will work with media agencies to push the idea of including a local element in campaigns, on top of geo-targeted portal placements and search ads. She will also deal with publishers to secure ad inventory for Centro-enabled campaigns.

“It’s conquering that scale issue,” she said. “I believe that local content is really relevant to advertising campaigns, and it’s been overlooked because it’s hard to book.”