Chicago-based Centro acquired Canadian company SiteScout Inc for an undisclosed amount. Centro is a provider of cloud-based software that simplifies digital media operations. SiteScout is a Toronto, Canada-based self-serve platform for advertisers of banner ads on both the web and mobile devices. SiteScout's technology is able to access over 21 billion impressions per day. It does this through integrations with sources like The Rubicon Project, Google AdX , Pubmatic, OpenX and MoPub. Centro did not give the price tag for the deal but citing an AdAge digital report said the deal was worth USD 40 million in cash and stock.

As part of the transaction, SiteScout Chief Executive Officer and Founder Paul Mokbel would be joining the executive team at Centro.

Centro Chief Executive Officer Shawn Riegsecker said about the acquisition, "The ad tech industry is filled with disparate point solutions that create complexity for marketers and agencies. SiteScout shares our vision in delivering self-serve technology that puts power and control in the marketers' hands."