Basis Technologies
Basis Technologies is a omnichannel media buying and workflow platform for advertisers and agencies.
Analyst Perspective
Basis Technologies is a US adtech and martech software company that provides an omnichannel media buying and operations platform for advertisers, agencies, and in-house media teams. Its core products include a demand-side platform for programmatic buying, workflow and campaign management software, reporting and analytics tools, and enterprise integrations. The platform is used to plan, execute, measure, and reconcile campaigns across programmatic, search, social, direct, connected TV, audio, display, native, and digital out-of-home channels. The company makes money through a mix of software licensing, media spend-based platform fees, and managed media services. Its customers are business users rather than consumers, especially enterprise advertisers, agencies, traders, analysts, and technical media operations teams. Basis competes with large media buying platforms such as The Trade Desk, Google, and Amazon, while differentiating through cross-channel workflow integration and a more consolidated operating environment for media teams.
Analyst Signal Briefing
Updated: 2 Jul 2026Basis Technologies has appointed Christian Hendricks as President to accelerate the growth of its autonomous advertising system, alongside new partnerships with Cint for omnichannel measurement and DAX United States for exclusive political audio inventory. Furthermore, Basis research highlights significant industry transformation, reporting that 60 per cent of agency executives now utilise artificial intelligence daily. These developments reinforce the firm's focus on automating media workflows and improving advertising attribution across an increasingly fragmented landscape.
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Key insights about Basis Technologies
Category Differentiation
This is the advertising technology company formerly known as Centro, not a generic IT consultancy or unrelated software business using the word basis. It is primarily a B2B media buying and workflow platform, not a consumer media brand or a walled garden ad platform.
Basis Technologies: About
Basis operates a B2B software-led advertising platform model. It creates value by combining media planning, buying, reporting, operations, and integrations into one system so that media teams can reduce tool fragmentation, centralise campaign data, and run omnichannel campaigns more efficiently. The business spans both platform software and execution services: customers can license the technology directly, use the DSP to transact media, and optionally buy managed strategy and activation services.
How Basis Technologies Works & Monetises
Business model analysis and core revenue streams
Basis monetises through enterprise SaaS licensing for its workflow, reporting, and media operations software; spend-based fees tied to DSP media buying; and service fees for managed media strategy and activation. Additional commercial value may come from enterprise integration and API-driven customisation within larger client deployments. Its monetisation is therefore a blended software-plus-transacted-media model rather than a pure subscription business.
Revenue Channels
Side-by-Side Comparisons
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Products & Services in Categories
Verified structural categorizations from the graph
Technology
Media Channel
Service
Basis Technologies: Key Competitors & Alternatives
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Programmatic DSP and media software for advertisers and agencies.
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Independent DSP for omnichannel programmatic advertising on the open internet.
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Japanese adtech group spanning DSP, publisher monetisation and analytics.
Recent Signals (Basis Technologies)
Marketing Measurement and Attribution: How to Drive and Demonstrate Advertising Effectiveness in a Fragmented Media Landscape
To succeed amidst fragmentation, marketers must develop strategies for holistically measuring performance in both the short- and long-term.
Read original sourceBasis and Cint Enable Real-Time Brand Lift Measurement for Omnichannel Campaigns
Basis and Cint have partnered to provide real-time brand lift measurement capabilities for omnichannel campaigns, enhancing the effectiveness of advertising strategies.
Read original sourceChristian Hendricks Appointed as President
Christian Hendricks is the President of Basis. A highly regarded senior media and technology executive, he brings decades of experience in digital publishing, advertising, and platform strategy, with a career defined by driving scalable growth and industry collaboration.
Read original sourceBasis Technologies: Frequently Asked Questions
What is Basis Technologies?
Basis Technologies is a B2B adtech and media operations software company that provides an omnichannel DSP and workflow platform for advertisers and agencies.
Who uses Basis Technologies?
Its users are mainly enterprise advertisers, agencies, in-house media teams, traders, analysts, and technical teams managing campaign execution and reporting.
How does Basis Technologies make money?
It makes money through enterprise software licensing, media spend-based platform fees on DSP activity, and managed media services.
Company Facts
- Founded
- 1985
- Headquarters
- 11 E. Madison Street, 6th Floor, Chicago, IL 60602
- Core Segment
- AdTech Vendor
- Company Size
- 501–1,000
- Official Link
- basis.com