Sep 29 2020
Anthony Loredo

Basis by Centro is a Challenger in the 2020 Gartner Magic Quadrant for Ad Tech


Centro has been positioned as a Challenger in the recently released 2020 Gartner Magic Quadrant for Ad Tech. Gartner is one of the most influential analyst firms for the technology industry and offers unbiased views and evaluations.

The Magic Quadrant is a report Gartner publishes for specific industries. Gartner provides the following definition, “Magic Quadrants offer visual snapshots, in-depth analyses and actionable advice that provide insight into a market’s direction, maturity and participants.”

The reports focus on transformational technologies or approaches delivering on the future needs of end users. According to the report, “Gartner defines the Ad Tech market as technology for managing digital advertising across channels, including display, video, over-the-top/connected TV (OTT/CTV), mobile, social and search with functions for targeting, campaign design, media buying, analysis, optimization and automation.”

According to Gartner in its report, “Challengers in this Magic Quadrant perform as well as (or better than) Leaders but tend to focus more narrowly on certain channels, strategies or nonenterprise buyer profiles. Challengers are positioned close to the Leaders Quadrant and, in many cases, their specialization is an advantage to some buyers.”

Companies enter a rigorous evaluation process for the Magic Quadrant designed to qualify the technology providers in our market. Centro’s technology platform, Basis, is cited in the report as having multi-channel and multi-process ad orchestration capabilities, thorough programmatic fundamentals and wide-angle perspective on analytics and performance. The report is available for Gartner subscribers at:

But wait, there’s more!

There’s a reason why Centro’s SaaS solution, Basis, is the industry’s most comprehensive, automated, and intelligent digital media platform in the industry. We’ve packed in a wide breadth of tools, features and functionalities—Basis is the only software solution of its kind to consolidate digital operations across programmatic, direct, search, and social campaigns. These are designed to handle the most important aspects of media organizations and media teams. Basis’ triple digit percentage growth this quarter is a testament to its utility for agencies and advertisers of all varieties.

A sampling of our recent product additions showcase how we drive users towards success. Among the most notable developments this year are:

  • Basis Assistant—a first-of-its-kind product to log and track campaign optimizations made on SaaS advertising platforms, even within walled gardens. This web browser extension documents media professionals’ adjustments to campaign tactics in-flight, across all their campaigns.
  • Dashboard—a detailed Basis home screen view that helps users optimize and prioritize their work. It directs users’ attention to proposals, insertion orders, line item pacing, campaign KPIs, and comments from partners and clients, and so much more.
  • Google Data Studio and Campaign Performance Presentation—helps advertisers automate campaign reporting through native features in Basis or through connections with third-party apps. Brands and agencies gain more ways to showcase work to clients or stakeholders.

Other enhancements are coming soon for connected TV, audience targeting, user interface, and more! Interested in a preview of our product roadmap? Please don’t hesitate to reach out directly at Visit our site to learn more about how Basis helps manage your digital advertising and business.

Gartner Disclaimer 

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.