"At the heart of the companies' consolidations is the need for greater efficiency, which most every agency is grappling with to varying degrees. Indeed, the biggest challenges facing agencies are inefficient processes, rising costs, shrinking profits, and siloed and disconnected systems, according to the "2025 Advertising Agency Report." The report, conducted by advertising automation technology firm Basis Technologies, is based on a survey of nearly 200 agency professionals."
Read more from the ANA.
Courtney Shaw, social media solutions at Basis Technologies, suggested that TikTok owner Bytedance might well take a leaf out of Meta’s book to mitigate that risk. When it launched Threads in July 2023, the company used Instagram to drive users toward its new property. ByteDance might well choose to engineer a similar transition, Shaw said. “TikTok is very much ingrained in U.S. culture and I could foresee the current app clearly explaining the benefits of M2 and then linking out viral content in M2 to gather engagement.”
Read more in Digiday.
"What happens when you sit down with one of adtech’s longest-running insiders, who helped turn a four-person startup into a $2 billion global media infrastructure—and he actually tells the truth? Welcome to this episode of The ADOTAT Show, where host Pesach Lattin talks with Tyler Kelly, President of Basis Technologies, about what it really takes to scale, lead, and stay sane in an industry obsessed with shiny objects and meaningless metrics."
Watch the episode on ADOTAT.
"Budgets, the economy, politics and current events will change the way consumers view holiday gift purchases this year. All these variables will influence whether consumers increase or decrease the amount they spend on holiday gift giving in 2025.
Some 41% of holiday gift givers in 2025 said recent political changes will change their outlook on holiday gifting.
Basis Technologies released holiday data on Thursday that shows if advertisers want to connect with consumers this holiday season, they may need to rethink their media-buying strategies."
Read more in MediaPost.
"Basis Technologies has overhauled its platform and data system to simplify ad planning and buying across programmatic, publisher direct and social channels.
While in the past the platform had digested all types of data from search and social, the company has just launched a rebuilt system in beta to support media buying, dashboards and visualization tools, with the ability to share and schedule reports."
Read more in MediaPost.
"Agencies are grappling with the rapid pace of technological innovation. Inefficiency tops senior ad professionals’ list of concerns: 56.1% of agency leaders identify inefficient processes as their biggest challenge, according to Basis Technologies research.
Rising costs and shrinking profits followed closely at 42.7% each, while 42.1% pointed to siloed or disconnected systems."
Read more in eMarketer.
"And while we’re on the subject of B2B companies making occasionally complex subject matter more digestible, the adtech company formerly known as Centro has a followup to its Webby-nominated B2B campaign Welcome to the Golden Age, set in a 1960s Mad Men-era inspired ad agency. Seamless features the Joan-like star enjoying a day at a fictional country club, breaking down the ways industry professionals can simplify their operations so they too can enjoy a day doing whatever they want."
Read more in Campaign.
"As part of a push promoting the burgeoning addressable TV advertising marketplace during this year's upfront pitch season, namesake trade association Go Addressable this morning announced six new members -- Adobe, Ampersand, Basis Technologies, Hearst Television, Invidi Technologies and iSpot -- and unveiled a scientific-sounding "Addressable Table of Elements" developed by consultant and blogger Evan Shapiro to reframe how the ad industry thinks about the medium."
“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.”
