Basis

Basis is a demand side platform with media planning, workflow and billing in one system, for agencies and brand teams buying across channels. Sold by quote.

Basis gives a media team one place to plan, buy, report on and reconcile digital advertising, instead of a separate tool for each channel and each step. Basis Global Technologies, LLC builds it in Chicago; the company traded as Centro until 2021 and has sold media buying software since 2001. Programmatic display, CTV, publisher-direct buys, paid search and paid social are brought into one interface, with planning, reporting and financial reconciliation sharing the same data. The Demand Side Platform buys display, video, CTV, audio, native and digital out-of-home inventory from the major exchanges. Private marketplace and programmatic guaranteed deals are activated by deal ID. Brand safety and viewability filters from partners such as DoubleVerify, Comscore and Peer39 apply before a bid, with Pixalate lists screening out fraud. Audiences come from third-party data providers inside the platform or from a buyer's own CRM data, turned into first-party segments. SmartBid sets bids automatically against campaign goals, Compass handles planning, and All Channel Activation carries site direct, search and social work beside programmatic. Dashboards, Automated Billing, the Communication Portal, Basis Assistant and the Enterprise API cover reporting, invoice reconciliation, collaboration, campaign notes and custom builds. The platform is built for media agencies and brand marketing teams that buy across programmatic, search, social and CTV. Planners, buyers, campaign managers and finance staff work on the same record of each campaign. Basis sells it through its sales team, agreeing pricing with each customer in a conversation about scope. Onboarding and full-service campaign management are offered with the software for teams that want help running it. A typical job is launching one campaign across CTV, display and paid social, then reading the results on a shared dashboard. Buyers reach inventory through exchanges such as Index Exchange, Magnite and PubMatic, and add audience segments from providers like LiveRamp and Experian without leaving the buy. Frequency caps hold across the devices a viewer uses, so one person is not shown the same ad on every screen. At month end, Automated Billing matches publisher invoices against the media that ran. Basis fits the media team that wants every buy, from first plan to final invoice, kept in one system.