Basis

Don Draper would be overwhelmed by the sophistication of digital advertising. But he’d laugh at how unsophisticated financial reconciliation remains.

With the right safeguards in place, open-market CTV can match PMP performance, proving that quality controls – not deal type – drive results, argues Ayse Pamuk, director of platform operations at Basis.

Optimization has been the golden promise of AI in advertising. From audience targeting and bid management to media buying and creative optimization, the industry’s first wave of AI investment has focused on helping campaigns perform better.

A new solution from Basis puts campaign planning into the (figurative) hands of AI agents. But it’s just a starting point.

For all of the ad tech industry’s sophistication, fragmentation remains its original sin.

The solution isn’t a mystery. Everyone agrees that greater interoperability is the answer. So what’s standing in the way?

Political advertising is in full swing for the US midterm elections. We go deep into where candidates are spending their digital ad dollars and how they’re using data, with special guest Grace Briscoe, who oversees some 850 ad campaigns as head of political business for Basis.

Basis Global Technologies – aka Centro – is angling to join the stampede of OG ad tech companies that hit the public market this year. On Thursday, less than a week after changing its name to Basis from Centro, the Chicago-based company confidentially submitted what’s known as a draft registration statement S-1 with the Securities and Exchange […]

Centro said on Wednesday that it’s acquiring search engine marketing platform QuanticMind with plans to integrate the technology into its automated ad management platform called Basis. Although Shawn Riegsecker, Centro’s CEO and founder, declined to say how much Centro paid, he did share that QuanticMind reached $10 million in yearly revenue at its pinnacle and […]