"We want to have every option available to us," he said. "If the public markets stay open and ad tech is getting strong valuations, there's a very good chance we'll continue down a public path. To the extent that they're not we'll continue to operate the business on our own cash and define private funding options."
Does "every option" include a sale of the business?
"Selling the company is not on our radar screen," Riegsecker said. "Our goal is, unless the majority of the global advertising industry is using our platform to buy everything, then we haven't succeeded in what we set out to do."
While Centro has historically focused on automating the media buying process for guaranteed placements, it has lately begun to focus more on programmatic. Last year it bought demand-side platform SiteScout for $40 million. It is now integrating that DSP technology with its existing product suite, and aims to release a new platform that supports exchange-based buying by January 2015.