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: 19 Aug 2026Under President Christian Hendricks, Basis Technologies continues to advocate for pre-bid supply-intelligence layers to improve Connected TV quality and mitigate programmatic fraud. The company is increasingly prioritising ad curation to ensure brand-safe environments alongside AI-driven omnichannel orchestration. Recent proprietary research highlights a consumer adoption gap, noting only 17 per cent of holiday shoppers intend to utilise AI tools; this reinforces Basis’s strategic focus on high-quality inventory and foundational data over emerging AI discovery channels for the 2026 season.
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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)
How brands can grab consumer attention in this fragmented environment
"The holidays are the crescendo of months of quiet work. All the planning, dreaming and coordinating that finally pay off ...
Read original sourceCTV's Real Divide: Quality Control, Not PMP vs Open Market
This analysis argues that the primary divide in Connected TV (CTV) buying is not private marketplace (PMP) versus open market, but the presence or absence of quality controls. Streaming now accounts for 47.5% of US TV viewing and roughly the same share of programmatic ad spend, yet buyers worry about fraud and viewability. The piece cites industry findings — including ANA and DoubleVerify-linked data — showing heavy reliance on PMPs (99.2% of programmatic CTV spend) and marketer concerns (63% struggle to verify real viewers; 57% worry about fraud). The author contends that with safeguards such as pre-bid filtering, app-level verification, and supply-chain validation, open market performance can approach PMP outcomes. The recommended durable solution is a pre-bid supply-intelligence layer that classifies inventory and enforces defaults to let buyers control quality without over-relying on opaque curation or blended PMP packages.
Read original sourceFour holiday reports reveal split on AI adoption
Four vendor reports (Basis, Salesforce, Attentive, Alchemer) agree that holiday shoppers are starting earlier, spending more deliberately, and expecting more relevant experiences. They diverge sharply on AI: Attentive reports high usage (around 70%) across the shopping journey, Basis finds only 17% expect to use AI while shopping, Alchemer measures trust in AI recommendations at 35.4%, and Salesforce frames AI agents as an emerging product-discovery channel. The differences largely reflect varying questions and measurement approaches (usage, intent, trust, or future channel readiness). The reports imply marketers should prepare product information and fundamentals (accurate product data, reviews, personalized offers) for AI-driven discovery even as consumer adoption and trust remain uneven.
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