"Basis Technologies has overhauled its platform and data system to simplify ad planning and buying across programmatic, publisher direct and ...
“I think the benefits of cost efficiencies outweigh some of that upfront commitment and the pricing — the larger monetary commitment,” said Lindsey Freed, svp of media investment at Basis Technologies. “With more CTV streaming [and] programmatic buying, we’re seeing the rate efficiencies and the ability to target in very similar ways — it’s what the buzz is all about … The flexibility of being able to execute across that media, rather than committing a large dollar amount upfront is really where we’re going to see the shift.”