Digital Advertising Resources & Thought Leadership - Basis Technologies

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2024 Basis AI Report Cover
Sep 18 2024

AI and the Future of Marketing

AI has begun to re-shape the marketing and advertising industries. Find out how in this comprehensive research report, featuring exclusive survey findings.
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The White House at night during the holiday season
Feb 26 2025

How the Trump Administration Will Impact the Digital Advertising Industry

Insights and analysis on how the new administration’s policies and priorities are likely to impact the digital advertising ecosystem.
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2025 Advertising Agency Report cover image featuring agency employees interacting
Apr 16 2025

2025 Advertising Agency Report

This report provides actionable, data-driven insights for leaders looking to navigate the advertising agency landscape in the years ahead.
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Latest Resources

Simple Solution to Agency Efficiency

If you haven’t yet seen Centro board member Andrew Swinand’s recent guest column in Advertising Age “Want to Win the Race to the Bottom? Don’t Invest in Tech” you’re missing out on one of the most prescient analyses of why agencies need to find new ways to raise their efficiencies and, in turn, their profitability.

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Want to Win the Race to the Bottom? Don’t Invest in Tech

Is the advertising industry willing to look at itself and acknowledge that it has a big problem? Can anything reverse what seems like a race to the bottom and allow a rainbow to emerge?

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Politics is Driving Need for Publishers to Build Around-the-Clock Ad Operations

Read the Entire Story on TheMakeGood

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Want to Win the Race to the Bottom? Don't Invest in Tech

Read the Entire Story on Advertising Age 

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Happy 11th Birthday Centro!

Eleven years ago today Centro came to life.
I had no idea if it would be successful or a colossal failure but I felt passionately about trying to build a better type of company while also changing the advertising industry for the better.

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Politics is Driving Need for Publishers to Build Around-the-Clock Ad Operations

The 2008 election ushered in an era of internet-based voter engagement, but that was about a million years ago in terms of how quickly the web has come to dominate nearly every aspect of campaign strategy, voter opinion gathering and messaging machinery.

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Ad Effectiveness, Digital First and Mobile Ad Engagement

What makes an ad effective? Nielsen lists the top five characteristics of ads that exhibit strong brand linkage among consumers, including brand cues early and often (visual and verbal), leveraging the brand icon, integrating the brand in a storyline, establishing ownable creative concepts, and using messaging as a brand cue.

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The Future of Viewable Impression Use Is Now

A few weeks back in an article published on Centro’s blog titled “What do you mean you don’t see my ad?” I wrote this about viewable impressions:
“What if print advertisers only paid newspapers for the ads that were seen by their intended target? As in, “Hey, our ad on page 5, Section B wasn’t seen by 34.5% of the audience, so we’re only sending you a check for part of the contract.” Not possible? The stuff of a futuristic Sci-Fi world where devices are implanted in our eyes and monitored by unseen beings?

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Targeting Events Provides a Festival of Opportunity

Phones have become the new lighters at concerts. Thousands of small illuminated screens dotted the arena. And while I, along with the marketing team, followed suit with our own phones, I couldn’t help but see thousands of small illuminated advertising opportunities. I laughed and mentioned that this was a blog post waiting to be written.

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