May 10 2018
Anthony Loredo

Key Insights on the Spring 2018 Demand Side Platforms Report from G2 Crowd


How would you determine the best demand side platform?

Demand side platforms (DSPs), digital campaign management software that provide advertisers features for buying ad placements on digital channels in real time, are plentiful in the market. Determining the best one depends on who you ask, what problem they want to solve with a DSP, and how they evaluate success. Asking an analyst – who is basing their answer off of specific criteria, reports, and data – might yield a different opinion than an actual user, such as a media buyer.

And so the better question to ask may have to be specified even further: How do you determine the best demand side platform that exceeds user needs and the needs of a digital buying team? To measure that accurately and objectively, you’d need feedback from actual users based on a criteria important to the person operating the software, like how easy it is to use the software, do they get ample support from the vendor, and what features are the best.

A trusted research tool for software, G2 Crowd is a review site for business technology. G2 Crowd continually collects, aggregates, and analyzes user reviews, where its analysis is captured in the G2 Crowd Grid Reports. The Grid is developed from a combination of robust algorithms that pull in data points from product reviews shared by validated users and data aggregated from online sources and social networks. Users ranking and reviewing DSPs are basing their criteria off a number of factors, including DSP functionality/features, ease-of-use, quality of support, and ease-of-working with the vendor. The report plays a critical role in the evaluation process of thousands of software buyers globally, who use the Grid to help them quickly select the best DSP products for their businesses and to find peers with similar experiences.

The latest Grid Report for Demand Side Platform Software was released this month, and the report ranked the top DSPs based on satisfaction and market presence.

Centro’ Basis is the Leader in Demand Side Platform Software

Based on the chart above, you’ll see the leaders category is populated with software solutions and tech companies that exceed client happiness in both market presence and satisfaction. Basis received the highest G2 Score (92) among the competition. Furthermore, 98% of Basis users rated it 4+ stars, 90% would likely recommend it, and its ‘Quality of Support’ received a 95% rating.

Also worth noting is the Net Promoter Scores (NPS), where Basis received a ‘69’ out of a range from -100 to +100. As a comparison, the average score of all the DSPs in the report is ’27.’ The concept of NPS highlights the link between profitable growth and customer loyalty. For most industries, the best indicator of customer loyalty could be measured by asking people how likely they would be to recommend a particular company to another person. A company’s NPS is the percentage of promoters minus the percentage of detractors. A high NPS indicates that a company delights its customers and will, therefore, endure.

Why does this matter? When you invest in a software solution, it’s important to know the product will be there for the long haul – with regular updates, consistent and quick support, and the stability to deliver on its promise of growing your business and driving revenue.

Impacting the Future

Without our customers using and loving Basis, we wouldn’t be able to celebrate this win. Customer success is the driving force behind our product and our continued innovation:

Read user Lisa W.’s review on G2 Crowd.

G2 Crowd’s report gives Centro an objective and honest look at where we can improve Basis, how the competition stacks up, and what users want from the digital marketplace. It benefits potential buyers by allowing them to crowdsource information and hear from industry peers on what works for them, what doesn’t, and why.

If you are in the market for a media planning, buying and analytics solution, we encourage you to read the results. Download the report and contact us at to get a demo of Basis, the No. 1 demand side platform!