Nov 8 2021
Jennifer Schaen

Gartner Magic Quadrant for Ad Tech Positions Basis Technologies as a Challenger


Basis Technologies (formerly ‘Centro’) has been positioned as a Challenger in the recently released 2021 Gartner Magic Quadrant for Ad Tech. In the four years it has been available for marketers, Basis Technologies’ platform has been included in the 2021 Magic Quadrant and its associated Critical Capabilities for Ad Tech report for two years in a row. 

One of the most influential analyst firms for the marketing technology industry, Gartner and its analysts offer unbiased views and evaluations. The Magic Quadrant is a report Gartner publishes for various market segments. The report for Ad Tech offers visual snapshots, in-depth analyses and actionable advice that provide insight into a market’s direction, maturity and participants. 

Gartner defines, “the Ad Tech market as technology for managing digital advertising across channels, including display, video, streaming TV, mobile, social and search with functions for campaign planning, media buying, analysis, optimization and automation. Ad tech can be used by buy-side and sell-side agents; with this evaluation focusing exclusively on buy-side.”[1]  

Regarding the report, Gartner states that, “Digital advertising continues to be a top marketing strategy, despite uncertainty about the future of its underpinning technologies. As ad tech vendors scramble to adapt to changing rules and expectations, digital marketing leaders can use this evaluation to track evolving offerings.”[1] 

Companies enter a rigorous evaluation process for the Magic Quadrant designed to qualify the technology providers in our market. Basis Technologies is one of the twelve companies included in the report. The Magic Quadrant for Ad Tech is available to Gartner customers here:

Robust Automation 

Our vision has been to develop the marketing industry’s most comprehensive, automated, and intelligent SaaS platform.

The Basis platform provides users with integrated applications that automate manual operations, standardize business processes, and improve marketing and advertising performance. It delivers a comprehensive selection of buying methods across all digital channels. For agencies and brands, Basis is a single system of record across marketing and advertising functions with connected tools that alleviate the reliance on separate point solutions. Basis helps to centralize both data and communication, as well as create efficiencies that enable users to focus on the strategic aspects of their business, empowering them to be more proactive with their clients and brands.

Our developments this year illustrate our well-rounded approach for helping customers become digital media experts. Some highlights in 2021 are: 

  • Research and Benchmarking – rapid reporting of industry-wide digital ad performance trends on all major channels and properties. 
  • Cookieless Targeting – automatic recommendations of contextual targeting categories based on a marketer’s best-performing audiences. 
  • Programmatic Service – AdExchanger named our company a Programmatic Power Player, a list of the best tech providers in the business and, separately, bestowed upon us the AdExchanger Award for Best Educational Program. 
  • Search Advertising – our acquisition of QuanticMind’s search advertising and keyword bid management software advances the core paid search capabilities in Basis       

More features are being developed for areas such as media workflow automation, programmatic buying, marketing analytics and more! Interested in a preview of what’s come? Learn more about how Basis helps manage your digital advertising and business. Connect with us

[1] Gartner, Magic Quadrant for Ad Tech, Andrew Frank, et al, 25 October 2021 

Gartner IT Glossary, “Magic Quadrant,” 2021. [].