Basis Platform for Media Automation Identifies Geographic Locations that Have People Who Fit Various Customer Segments and Then Reaches Them ...
Feature is Powered by LiveRamp and Helps Overcome Signal Loss for Advertisers; Automated in Basis Software to Activate Marketer First-Party Data in Minutes
Chicago — March 28, 2023 — Basis Technologies (https://basis.com), a leading provider of cloud-based workflow automation and business intelligence software for marketing and advertising, today announced a capability to use marketers’ first party CRM data to engage existing customers across any digital device, leveraging RampID™, LiveRamp’s person-based identifier, to target audience campaigns. The feature, which helps advertisers overcome signal loss challenges, is automated in the Basis platform through an integration with LiveRamp. CRM data of any size can be processed for cross channel campaign activation in minutes, on RampID, while maintaining customer privacy.
Reaching target audiences is becoming more difficult for digital advertisers. Although third-party cookies and other forms of digital identifiers have been the predominant way of targeting ads on digital channels, marketers and publishers are being pressured to curtail these methods due to users’ concerns around privacy. Additional market forces such as the blocking of third-party cookies and mobile identifiers, as well as new government regulations, are increasing the urgency for brands and agencies to use tactics that utilize customer data gathered with consent.
As a part of this integration, marketers will also be able to target audiences across publishers leveraging LiveRamp’s Authenticated Traffic Solution. Activating on ATS unlocks premium, high-value inventory across channels including desktop video, mobile web, mobile in-app, connected TV (CTV), and native.
“Today’s consumers value the privacy of their personal data more than ever, and the market has turned to meet the moment. While this creates challenges for marketers who have come to rely on third-party cookies as a tool of the trade, our agency is committed to helping brands adapt by developing effective strategies that are privacy-compliant,” said Bailey Bosson, vice president of digital marketing, Spinutech (https://www.spinutech.com). “First-party data is critical to the present and future of digital marketing, and the automation of CRM data activation is just one example of how partnering with Basis Technologies empowers our agency in an environment where imagination and ingenuity are needed for growing businesses.”
“Signal loss is a growing challenge for agencies. To compensate, we focus on using first party data to effectively target our clients’ various markets,” said David Morton, president of marketing services at J.W. Morton & Associates (https://jwmorton.com). “Basis Technologies gives us power to seamlessly streamline the process of using a client’s customer or prospect database for campaign targeting. That automation saves us considerable execution time and resources, allowing more focus on client strategy.”
Brands and agencies seeking to leverage their first-party data to reach customers can use Basis to find users on any digital channel who are more likely to engage with their ads and take action. Marketers benefit from CRM data activation in Basis through:
“Overcoming the challenges of signal loss requires a robust holistic approach to digital media campaigns. Basis Technologies meets these needs because we facilitate the most direct relationship and transparency between advertisers and publishers,” said Tyler Kelly, president, Basis Technologies. “As the digital ad ecosystem evolves to value first-party data and privacy-minded advertising, marketers using Basis are poised to eclipse competitors stuck in provincial methods and practices.”
Basis capabilities include ad buying via programmatic, vendor-direct, search and social. The platform’s nucleus is a top-rated omnichannel DSP complete with programmatic guaranteed and private marketplace deals.
About Basis Technologies
Basis Technologies (https://basis.com) 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.
LiveRamp is the data collaboration platform of choice for the world’s most innovative companies. A groundbreaking leader in consumer privacy, data ethics, and foundational identity, LiveRamp is setting the new standard for building a connected customer view with unmatched clarity and context while protecting precious brand and consumer trust. LiveRamp offers complete flexibility to collaborate wherever data lives to support the widest range of data collaboration use cases—within organizations, between brands, and across its premier global network of top-quality partners.
Hundreds of global innovators, from iconic consumer brands and tech giants to banks, retailers, and healthcare leaders turn to LiveRamp to build enduring brand and business value by deepening customer engagement and loyalty, activating new partnerships, and maximizing the value of their first-party data while staying on the forefront of rapidly evolving compliance and privacy requirements. LiveRamp is based in San Francisco, California with offices worldwide. Learn more at LiveRamp.com.
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