Basis Platform for Media Automation Identifies Geographic Locations that Have People Who Fit Various Customer Segments and Then Reaches Them ...
Automatically Prepares Customers with Yearlong Runway to Normalize Cookieless Conversion Tracking
Chicago — November 1, 2022 — Basis Technologies (https://basis.com), a leading provider of cloud-based workflow automation and business intelligence software for marketing and advertising, today enabled cookieless conversion attribution for its customers. For programmatic advertising activated through the Basis platform, marketers can create one universal pixel that tracks click-through conversions even when third-party cookies are not supported for a given web user. Operated in a privacy-compliant manner, the pixel tracks both standard and cookieless conversion attribution.
Consumers have expressed concerns about privacy violations due to cookies tracking their browser behavior. As a result, most major browsers have already blocked third-party cookies, with Google Chrome expected to follow in 2024. However, digital marketers rely heavily on cookies for conversion tracking to show a campaign’s performance and return on ad spend. Marketers need alternative solutions to measure conversions in a privacy-compliant way. Cookieless conversion attribution in Basis gives advertisers year-long preparation to normalize campaign measurement without cookies, and without causing friction in current campaign processes.
“Tracking, attributing, and reporting on cookieless conversions will become an industry standard. To continue performing their duties, sophisticated advertisers need solutions that overcome this challenge,” said Ian Trider, VP of RTB platform operations, Basis Technologies. “With increasing concerns about data privacy, new regulations being enacted, and browsers blocking third-party cookies, Basis Technologies helps media teams operate without friction. In an automated way, our Basis platform empowers advertisers to track click-through conversions in a privacy-compliant way and in major Internet browsing environments that block cookies.”
Basis is a suite of integrated applications that automate manual operations, standardize business processes, and improve marketing and advertising performance. Cookieless conversion tracking in Basis:
Benefits for Basis Technologies customers are:
About Basis Technologies
Basis Technologies (https://basis.com), formerly operating as “Centro,” is a leading provider of cloud-based workflow automation and business intelligence software for marketing and advertising functions within enterprises. Its SaaS platform is composed of a suite of integrated applications that automate manual operations, standardize business processes, and improve marketing and advertising performance. The technology provides a comprehensive selection of buying methods across all channels and devices, utilizing all major creative types and formats. Basis’ platform creates a single system of record, seamless team collaboration, and actionable data-driven insights yielding material gains in productivity and increased profitability for users. Headquartered in Chicago with offices servicing North America, South America, and Europe, Basis Technologies has received numerous accolades for its commitment to employees and workplace culture. Learn more at https://basis.com.
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