Company Poised for Expansion Following Record-Breaking Year of Ad Spend Activated in its Programmatic Advertising and Media Automation Platform

Chicago, February 1, 2024 – Basis Technologies (https://basis.com), a global provider of programmatic advertising and media automation software, announced today the promotions of Emily Barron, April Weeks, Joanna Vahlsing, Grace Briscoe and Michael Olson to executive leadership positions. These changes reflect the company’s momentum as it continues to reach achievements in revenue.

Emily Barron, now the chief people officer at Basis Technologies, oversees all aspects of human resources, which includes driving programs that contribute towards the company's award-winning workplace. Basis Technologies has received recognition from Fortune, Crain's Chicago Business and Ad Age, which named the company the Best Place to Work in 2024. Emily has been effectively leading the HR function across the company, supporting the business goals and the needs of its 900+ global employees since 2016. Emily joined Basis Technologies in 2004 as its second employee. Prior to her current role, she led media activation for national brands for 11 years.

April Weeks, now chief investment and media officer, leads 350 media professionals to steward $1B yearly in media spend on behalf of Basis’ managed services division. Her teams partner with clients to solve business challenges through holistic solutions combining advertising technology, subject matter expertise, and activation proficiency. With over 25 years of experience partnering with Fortune 500 and 1000 brands, April is a change-management leader who has led Basis’ convergence of specialized capabilities, expertise, and knowledge into one integrated team. Having been cited in Adweek, eMarketer, and MediaPost, April delivers expertise built from her time serving clients at IPG and Omnicom agencies.

Joanna Vahlsing is now chief information officer, overseeing program management, information technology, business systems operations, and data privacy and security, as well as inclusion, diversity, equity, and accessibility. With over 24 years of experience in the technology industry, Joanna leads teams that enable vital business operations, such as compliance with industry standards such as SOC 2. Prior to joining the company, she was director of digital portfolio management at Weight Watchers International. She has also managed federal and state accountability programs for the State of Georgia.

Grace Briscoe, promoted to EVP of client development, leads Basis Technologies teams for brand development and candidates and causes. With more than 15 years of leadership experience at the company, Grace has guided marketing strategies for Fortune 500 brands and multiple U.S. presidential and congressional campaigns. Her expertise has been cited in The Wall Street Journal, The Economist, The New York Times, Axios, USA Today and more.

Michael Olson, promoted to EVP of client development, leads Basis Technologies teams for agency development and partner solutions. He focuses on delivering business outcomes for organizations through Basis’ technology and best-in-class media services. In his 15 years leading teams at the company, Michael has been driving its sales, sales enablement, and go-to-market efforts. He is credited for expanding the company’s western U.S. presence.

“Basis Technologies’ strong foundation of product innovation and client service is built on the experience of our team that know what brands and agencies need because they’ve spent numerous years walking side-by-side with customers to help them grow,” said Tyler Kelly, president, Basis Technologies. “As Basis Technologies looks forward to a promising 2024 where we expect to continue driving automation in the media ecosystem, our leadership team is locked in to deliver innovations that hurdle the most significant challenges in our industry.”

Basis Technologies’ platform is composed of integrated applications that automate manual operations, standardize business processes, and improve marketing and advertising performance. 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 is a global provider of programmatic advertising and media automation software and services for enterprises. The Basis platform improves omnichannel marketing performance by unifying programmatic and direct media buying, workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It delivers a comprehensive selection of buying methods across all channels and devices, utilizing all major creative types and formats. Delivered through a world-class media services team or a SaaS model, Basis solves digital media complexity and drives profitability through a single system of record, seamless team collaboration, and actionable data-driven insights. 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

# # #

Contact:

Anthony Loredo

anthony.loredo@basis.com

917-573-4157

Survey from Basis Technologies Reveals How Marketers are Prepping for Google Chrome Cookie Block

Chicago – January 24, 2024 – Basis Technologies (https://basis.com), a global provider of programmatic advertising and media automation solutions, today announced survey results showing that half of marketing professionals do not feel that their organization is prepared to succeed in a cookieless world. Furthermore, although 68% of those surveyed said their organizations have implemented new targeting or measuring solutions within the last year to respond to Google Chrome’s deprecation of third-party cookies in 2024, a majority marketers say they have no intention of using UID 2.0 (62.7%) nor digital fingerprinting (63.2%). Basis Technologies’ study was conducted in November 2023 by more than 200 respondents at agencies, brands and publishers. The report, ‘Identity vs. Privacy: Digital Advertising in a Cookieless World,’ is available at: https://basis.com/reports/identity-vs-privacy-digital-advertising-in-a-cookieless-world.

Additional findings show that:

Respondents also provided opinions about the consumer impact of their work:

As Google marches on to eliminate third-party cookies in Chrome, brands and agencies need strategies and techniques that overcome this challenge to audience targeting and campaign measurement. Basis Technologies’ survey provides insight into the current state and future trajectory of identity and privacy in marketing and advertising – illustrating how marketers have been navigating a cookieless advertising world and how they intend to move forward.

“Marketers need to take action. The industry is approaching deadline time for a cookieless Chrome, and our survey shows that fewer than half of advertisers are ready for a cookieless world,” said Ryan Manchee, SVP of brand marketing, Basis Technologies. “It’s critical for holdouts to start testing and implementing new solutions immediately to ensure business continuity. Although brands and agencies may not have all the answers in-house, there are many peers and organizations in ad tech that can provide guidance for the next generation of customer targeting and measurement on digital channels.”

Basis Technologies’ platform is composed of integrated applications that automate manual operations, standardize business processes, and improve marketing and advertising performance. 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 is a global provider of programmatic advertising and media automation software and services for enterprises. The Basis platform improves omnichannel marketing performance by unifying programmatic and direct media buying, workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It delivers a comprehensive selection of buying methods across all channels and devices, utilizing all major creative types and formats. Delivered through a world-class media services team or a SaaS model, Basis solves digital media complexity and drives profitability through a single system of record, seamless team collaboration, and actionable data-driven insights. 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.

# # #

Contact:

Anthony Loredo

917-573-4157

anthony.loredo@basis.com

Chicago, January 22, 2024 – Basis Technologies (https://basis.com), a global provider of programmatic advertising and media automation solutions, announced today that it has been named No. 1 on Ad Age Best Places to Work 2024. Ad Age (https://adage.com) is a daily must-read for an influential audience of decision-makers and disruptors across the marketing and media landscape. Its Best Places to Work list is an annual ranking of companies that lead the pack in factors ranging from pay and benefits to corporate culture and leadership. Details on the winners and ranking are available at: https://adage.com/2024-best-places-to-work (subscription).

This is the third year in a row the Basis Technologies has been ranked in the top five of Ad Age Best Places to Work. The list for 2024 honors 50 companies that did a standout job over the past year as the ad business met the challenges of an unsettled economy, a changing media market, and a continued tight talent pool. Read more about Basis Technologies in Ad Age at: https://adage.com/article/best-places-work/best-places-work-2024-basis-technologies/2535366  (subscription).

“The 2024 Best Places to Work winners demonstrate the value of giving employees competitive pay and benefits and designing optimal workplace practices to ensure great talent can do its best work,” said Dan Peres, president and editor-in-chief of Ad Age. “Companies will face more challenges in the new year against an uncertain economy, but winning workplaces know that taking care of employees drives business success.”

The winners -- top companies with 200 or fewer employees and top companies with more than 200 employees -- reflect the highest overall numerical scores based on an analysis of questionnaires submitted by employers and survey responses from their employees. Ad Age’s scoring system factors in employee responses on topics including pay and benefits and seven other core focus areas (75% of the score) and a company’s policies and practices on areas including pay and benefits, work/life balance, recruitment, training and development (25% of the score).

“Basis Technologies is honored to receive recognition of our workplace from Ad Age, one of the most influential organizations among our peer set. Our company has consistently focused on building an environment that empowers our team to be the best version of themselves wherever they are located,” said Emily Barron, EVP of talent and development, Basis Technologies. “Basis Technologies has been on Ad Age’s list year after year because we understand that the workplace continually evolves, and it requires consistent nurturing of team needs and new, innovative approaches that align with our changing world.”

Ad Age provided insight on key factors that secured the top spots for companies: “The winning companies outscored other workplaces in factors ranging from compensation and training to corporate culture and leadership… Perceptions about pay and benefits were the biggest differentiator for winners versus companies in the competition that didn’t make the ranking… At the best companies, the quid pro quo of the employer/employee compact begins by paying proper quid to the pros. Employees at winning companies felt better about their overall compensation package than did employees at companies that didn’t make the cut.”

Among the specific qualities of Basis Technologies, AdAge cites, “Basis provides a slew of other rewards to fuel its staff. A sabbatical offering allows employees a three-week paid break after every four years of their employment—in addition to their normal allotment of paid time off. And an annual, month-long wellness program aims to help staff improve their mental, physical and financial health, as well as earn up to a 30% discount on their health care premiums.”

Ad Age produced Best Places to Work 2024 in partnership with Best Companies Group (www.aabestplacestowork.com), a research firm specializing in identifying and recognizing great places to work. The competition was open to agencies, ad tech firms, data and research firms, brand or corporate marketing departments or groups and in-house agencies of marketers.

Basis Technologies provides a software platform that automates manual operations, standardizes business processes, and improves marketing and advertising performance. It is actively hiring across multiple business groups. The company’s various recognition for its workplace includes Fortune Best Workplaces in Advertising & Marketing (No. 2 in 2023 and No. 1 in 2022); Fortune Best Workplace in Chicago (No. 1 in 2023 and 2022); Fortune Best Workplaces for Women (No. 5 in 2023 and No. 14 2022); and Crain's Business Chicago Best Places to Work, 2023-2019.

About Ad Age

Created in 1930 to cover a burgeoning industry with objectivity, accuracy, and fairness, Ad Age continues to be powered by award-winning journalism. Today, Ad Age is a global media brand focusing on curated creativity, data and analysis, people and culture, and innovation and forecasting.

About Basis Technologies 

Basis Technologies is a global provider of programmatic advertising and media automation software and services for enterprises. The Basis platform improves omnichannel marketing performance by unifying programmatic and direct media buying, workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It delivers a comprehensive selection of buying methods across all channels and devices, utilizing all major creative types and formats. Delivered through a world-class media services team or a SaaS model, Basis solves digital media complexity and drives profitability through a single system of record, seamless team collaboration, and actionable data-driven insights. 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

# # #

Contact:

Anthony Loredo

anthony.loredo@basis.com

917-573-4157

New Features Bolster Security and Transparency of Basis Media Automation Platform to Meet Needs of Enterprise-Grade Agencies and Brands

Chicago – Dec. 12, 2023 – Basis Technologies (https://basis.com), a global provider of programmatic advertising and media automation solutions, today announced the availability of single sign-on (SSO) and log data on its platform. Agencies and brands with enterprise-grade needs will benefit from the features that bolster security and transparency on the Basis media automation platform. The SSO integration enhances data protection and simplifies access when marketers use Basis. Log-level data on Basis’ DSP gives a granular view of impressions, clicks, views, conversions, and more to empower media professionals to better analyze campaigns and make data-driven decisions.

Agencies and brands have robust and sophisticated technical needs. Many of them mandate SSO integration for technology partners due to standard security requirements. This protects company data when using non-proprietary software and streamlines access to that software with a single set of credentials for each employee. Furthermore, for marketers that can ingest and analyze granular programmatic advertising data at scale, log-level data is important for actionable insights because it provides detailed views of ads served. Basis platform is continuing its progression of features built for advertisers with complex needs.

“Agencies and brands want security and transparency from their tech partners on top of the benefits of optimization, AI, forecasting and other features that drive their business. SSO and log-level data are additional elements in our software that strengthen and simplify our connection to the internal ecosystems of marketing organizations,” said Tyler Kelly, president, Basis Technologies. “By continuing to develop crucial applications for marketers, Basis Technologies is fulfilling the needs of the multiple stakeholders in scaled businesses.”

Basis encompasses comprehensive advertising capabilities for programmatic, vendor-direct, search and social. The platform’s nucleus is a top-rated omnichannel DSP complete with programmatic guaranteed and private marketplace deals.

SSO allows users to utilize one set of login credentials (e.g., their company credentials) to access Basis without needing separate logins for each. Benefits of SSO integration with Basis include:

Log-level data in programmatic advertising provides information needed to optimize campaigns, enhance targeting accuracy, prevent fraud, and gain a comprehensive view of their digital advertising efforts. It will be available for customers beginning in 2024. Benefits include:

About Basis Technologies 

Basis Technologies is a global provider of programmatic advertising and media automation software and services for enterprises. The Basis platform improves omnichannel marketing performance by unifying programmatic and direct media buying, workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It delivers a comprehensive selection of buying methods across all channels and devices, utilizing all major creative types and formats. Delivered through a world-class media services team or a SaaS model, Basis solves digital media complexity and drives profitability through a single system of record, seamless team collaboration, and actionable data-driven insights. 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

# # #

Contact:

Anthony Loredo

anthony.loredo@basis.com

917-573-4157

Basis Integration with P-Max Empowers Marketers to Measure Its Effectiveness Alongside Other Ad Channels; Basis Gathers Campaign Intelligence for Programmatic, Direct, Search and Social

Chicago – Dec. 5, 2023 – Basis Technologies (https://basis.com), a global provider of programmatic advertising and media automation solutions, today announced a first-to-market integration enabling marketers to measure Google Ads Performance Max (P-Max) campaigns from a third-party demand-side platform (DSP). The Basis media automation platform now accesses real-time ad delivery data from P-Max, providing a streamlined ad experience through an integration with Google Ads. Basis is unifying digital media management by providing holistic campaign planning and performance insights for programmatic, direct, search and social ad channels.

P-Max is increasing in adoption and is one walled garden platform among the many that an advertiser may be using for display, search and social ads simultaneously. Each of these platforms have their own unique features and interfaces, which increases the complexity for a media team to manage. In addition, an advertiser, on the same campaign, may be buying media through its DSP. Tracking the effectiveness of campaigns on different channels is essential for evaluating ad spend allocation. Basis’ comprehensive third-party platform integrations enable marketers to conveniently manage, track and analyze campaign performance without the need to switch between platforms. It becomes easier for marketers to maximize budgets when they are optimizing omnichannel campaigns using data gathered through Basis.

“AI is driving value in advertising, and marketers are increasingly looking to bring more of this element from Google to their media mix. Basis Technologies is meeting the needs of agencies and brands by offering the only technology that empowers media professionals to oversee the delivery of Performance Max campaigns alongside other popular advertising solutions,” said Tyler Kelly, president, Basis Technologies. “Our latest integration drives forward Basis’ vision to provide a comprehensive, cross-channel campaign performance measurement solution that consolidates the most important elements and tools.”

Basis ingests ad delivery metrics from major ad servers, social and search vendors, and its integrated demand-side platform (DSP). Its delivery data integrations from third-party ad products already include Google Search, Microsoft (Bing, LinkedIn), Meta (Facebook, Instagram), TikTok and Snapchat. These enable media professionals to simplify the process of cross-channel campaign planning, performance tracking, and pacing. They significantly reduce the time needed to check on the health of campaigns in flight, make adjustments, and assemble and unify reports.

Benefits of Basis’ integrated data feed from Google Ads P-Max includes:

No other DSPs have integrations with third party ad sources such as P-Max that allow automated standardization of reports. Basis users don’t have to log into third-party systems, locate campaign data, download spreadsheet reports with dozens of line items, and clean up reports to align them with the preferred arrangement of data. By using Basis to gain insights on campaigns running on P-Max and other ad platforms, marketers can see cross-channel performance data in real-time.

Basis encompasses comprehensive advertising capabilities for 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 is a global provider of programmatic advertising and media automation software and services for enterprises. The Basis platform improves omnichannel marketing performance by unifying programmatic and direct media buying, workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It delivers a comprehensive selection of buying methods across all channels and devices, utilizing all major creative types and formats. Delivered through a world-class media services team or a SaaS model, Basis solves digital media complexity and drives profitability through a single system of record, seamless team collaboration, and actionable data-driven insights. 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

# # #

Contact:

Anthony Loredo

anthony.loredo@basis.com

917-573-4157

Basis DSP is The First to Use Dynamic Exclusion List of Made-for-Advertising Sites from Jounce’s Daily Data; Allows Publishers to Be Unblocked if They Change MFA Behavior

Chicago – Nov. 9, 2023 – Basis Technologies (https://basis.com), a global provider of programmatic advertising and media automation solutions, today announced automated protection preventing advertisers from serving ads on low quality websites. The feature is powered by data from Jounce Media (https://jouncemedia.com), an industry leader in programmatic supply chain management. Basis’ demand-side platform (DSP) is the first to use a dynamic exclusion list based on Jounce Media’s daily updating data to automatically block ads from being served on made-for-advertising (MFA) sites. This system gives publishers a clear path to remediation if they no longer exhibit MFA characteristics.

Because MFA sites meet industry minimum standards, they are available to buy in nearly every major ad exchange. And because these sites demonstrate cost effective media metrics, programmatic media buyers often steer campaigns toward MFA publishers. The result, according to a 2023 study by the Association of National Advertisers, is that MFA sites capture 21% of programmatic ad impressions. However, Jounce Media’s research demonstrates that MFA inventory is chronically ineffective at influencing consumer purchase decisions, leaving many advertisers with a false sense of marketing success.

“Made For Advertising sites are built to absorb budget from programmatic advertising campaigns that optimize to flawed proxy metrics instead of real-world outcomes,” said Chris Kane, President, Jounce Media. “By blocking MFA by default, Basis Technologies is protecting advertisers from value-extracting supply and is rewarding publishers that are doing the hard work to build engaged audiences and high quality ad products.”

Jounce Media identifies MFA inventory by analyzing each publisher’s dependence on paid traffic, its ad tactics for monetization, and the KPIs it generates for advertisers. Jounce reassesses each RTB-traded website every day to generate a current list of MFA domains, ensuring that MFA sites are detected as rapidly as they are created and also ensuring publishers that change their businesses practices are quickly rewarded by buyers. The data is applied to the Basis DSP, giving it an up-to-date list of MFA sites that should be blocked. Advertisers can deactivate the exclusion list on Basis if they want to buy sites that are on it.

Basis Technologies uses a proactive and holistic approach to protecting advertisers against MFA and other types of low-quality sites. Its long-standing supply quality policy calls for the blocking of supply that does not have meaningful value for advertisers because of invalid traffic/fraud, very low viewability, low-value content/dubious traffic sourcing, and other factors. It has maintained this policy using a mix of proprietary and third-party automated solutions as well as an in-house team that manually audits the quality of web sites.

“Jounce Media’s data embedded in Basis Technologies’ DSP is as close to an ‘easy button’ as you can get to avoid ad investment from reaching low-performing sites,” said Ian Trider, VP of product – DSP, Basis Technologies. “Jounce’s methodology for detecting and classifying MFA sites aligns with our philosophy that supply should have some meaningful value to advertisers. Having boosted protection in our DSP gives customers assurance that their ad dollars are going to sites that drive real business results.”

About Jounce Media

Jounce Media is the industry leader in programmatic supply path optimization and is trusted by the world’s largest brands, agencies, media companies, and advertising technology platforms to enable high efficiency programmatic trades. Through industry-leading research and fully transparent supply chain data, Jounce arms buyers and sellers with an information advantage to identify and avoid value-extracting RTB auctions. Learn more at jouncemedia.com.

About Basis Technologies

Basis Technologies is a global provider of programmatic advertising and media automation software and services for enterprises. The Basis platform improves omnichannel marketing performance by unifying programmatic and direct media buying, workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It delivers a comprehensive selection of buying methods across all channels and devices, utilizing all major creative types and formats. Delivered through a world-class media services team or a SaaS model, Basis solves digital media complexity and drives profitability through a single system of record, seamless team collaboration, and actionable data-driven insights. 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.

# # #

Contact:

Anthony Loredo

917-573-4157

anthony.loredo@basis.com 

LG Ad Solutions’ proprietary ACR data and Basis’ software platform provide turnkey solution for political advertisers to activate on 35 million US LG Smart TVs

Chicago – Nov. 7, 2023Basis Technologies, a global provider of programmatic advertising and media automation solutions along with LG Ad Solutions, a global leader in connected TV (CTV) and cross-screen advertising, today announced an exclusive partnership for activation of U.S. political advertising, effective immediately through the end of 2024.

With CTV expected to exceed a 50% share of digital ad spend for the 2024 election, amounting to more than $1.3 billion, the partnership provides access to LG Ad Solutions’ proprietary automatic content recognition (ACR) data for targeting and measurement for all political advertisers solely through Basis Technologies’ platform.

“TV advertising has long been a pivotal element of political marketing,” said Serge Matta, President, Global Ad Sales at LG Ad Solutions. “However, as traditional linear TV viewership declines, as Basis' ad spend data indicates, CTV advertising became the dominant story across the 2022 elections with continued growth expected in 2024. With each passing election cycle, ad-supported streaming TV services, such as those offered by LG, are emerging as critical channels to reach voters. We chose Basis Technologies because of its well-established reputation in the political space, and because of the success this partnership will drive for political CTV advertising campaigns up and down the ballot.”

Benefits for political advertisers working with LG Ad Solutions and Basis Technologies include:

“LG Ad Solutions’ direct-to-glass CTV advertising will be a game-changer for 2024 campaigns,” said Tyler Kelly, President, Basis Technologies. “Basis Technologies has built, with great success, the technology and services that meet political advertisers’ specific needs. Our 2020 U.S. election campaigns alone showed a 70% win rate. The addition of LG Ad Solutions data, premium inventory and sophisticated targeting and measurement will be a true advantage for political advertisers looking for rapid and turnkey activation throughout the entire election season.”

“Campaigns are won in the details and I’ve seen Basis Technologies bring those details to light over numerous years,” said Bill Redding, Founder, WKQ Media. “Its technology delivers a full media planning toolkit for precise targeting and real-time analytics, streamlining the complex world of digital ad buying into actionable insights. Basis is an unparalleled platform for electoral success, combined with LG Ad Solutions and Basis having the best political teams in the business—this partnership is powerful.”          

“Access to unique, premium CTV ad opportunities in the tight crunch of general elections is incredibly valuable,” Andrew Finnan, Executive Vice President, The Prosper Group. “Having this targeting data from LG Ad Solutions exclusively available through the Basis platform for political advertisers combined with this class of premium inventory offers scale and speed, allowing us to better compete for the attention of voters.” 

Basis Technologies has been trusted by agencies and consultants in politics, public affairs, and advocacy for 16 years. Its Basis platform provides a comprehensive selection of unique buying methods across all channels and devices, utilizing all major creative types and formats. Since 2007, Basis Technologies has helped power digital media for over 2,500 political campaigns and independent expenditure committees, and over 2,500 issue advocacy advertisers.

To learn more, visit: https://basis.com/lp/political-advertising.

About Basis Technologies

Basis Technologies is a global provider of programmatic advertising and media automation software and services for enterprises. The Basis platform improves omnichannel marketing performance by unifying programmatic and direct media buying, workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It delivers a comprehensive selection of buying methods across all channels and devices, utilizing all major creative types and formats. Delivered through a world-class media services team or a SaaS model, Basis solves digital media complexity and drives profitability through a single system of record, seamless team collaboration, and actionable data-driven insights. 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.

About LG Ad Solutions
LG Ad Solutions is a global leader in connected TV and cross-screen advertising, helping brands find hard-to-get unduplicated reach at optimal frequency across the fragmented streaming TV landscape. We bring together LG’s years of experience in delivering world-class smart TVs to consumers worldwide with big TV audience data and Video AI designed to connect brands with audiences across all screens.

# # #

Contact:

Anthony Loredo

917-573-4157

anthony.loredo@basis.com

Holding Group’s Colossus SSP Integrates with Basis to Increase Advertisers’ Programmatic Reach of Multicultural / Diverse Media Inventory

Buy-Side Company Huddled Masses Collaborates with Basis to Serve SMB & Middle-Market Advertisers

HOUSTON & CHICAGO (October 26, 2023) — Direct Digital Holdings, Inc. (Nasdaq: DRCT) ("Direct Digital Holdings" or the "Company"), a leading advertising and marketing technology platform operating through its companies Colossus Media, LLC ("Colossus SSP"), Huddled Masses LLC ("Huddled Masses") and Orange142, LLC ("Orange142"), today announced a new partnership with Basis Technologies (“Basis”), a global provider of programmatic advertising and media automation solutions.

As part of the agreement, Colossus SSP has directly integrated with the Basis media automation platform to enable more agencies and brands to increase diversity, equity and inclusion efforts by scaling spend on multicultural / diverse audiences and media, and minority-owned properties such as Blavity, Ebony and Univision.

In addition, Basis has been named a preferred demand-side platform (DSP) by Huddled Masses – which specializes in working with small- and mid-sized business (SMB) and middle-market business clients. With these types of advertisers often having smaller budgets, preventing them from accessing bigger technology platforms, this deal enables Basis to increase its reach with this set of underserved marketers.

“Basis Technologies is aligned with Direct Digital Holding’s focus on democratizing programmatic advertising for all,” said Mark Walker, CEO and Co-Founder, Direct Digital Holdings. “The omnichannel capabilities and wide scale of Basis will bolster Colossus SSP’s and Huddled Masses’ abilities. In turn, the relationship with Huddled Masses is also giving Basis expanded reach to an often overlooked – but extremely valuable – group of advertisers.”

“Direct Digital Holdings and Basis Technologies want to be part of the solution to overcome the barriers that underserved groups on the buy- and sell-side face in digital media,” said Tyler Kelly, President, Basis Technologies. “The need for the technology and services that Direct Digital Holdings offers is obvious, as they provide the heft and influence that can channel ad technology innovations for the benefit of a wider set of organizations.”

Currently, Colossus SSP represents 22,000 media properties – offering inventory from both multicultural / diverse and general market publishers. The company has 136,000 advertisers accessing its platform monthly, generating over 250 billion impressions per month across display, CTV, in-app and other media.

Huddled Masses is a marketing technology partner passionate about helping clients grow their business and serves as a long-term partner extension of the team, with decades of expertise to maximize the impact and efficiency of every client’s media investment as well as drive performance marketing. 

About Basis Technologies

Basis Technologies is a global provider of programmatic advertising and media automation software and services for enterprises. The Basis platform improves omnichannel marketing performance by unifying programmatic and direct media buying, workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It delivers a comprehensive selection of buying methods across all channels and devices, utilizing all major creative types and formats. Delivered through a world-class media services team or a SaaS model, Basis solves digital media complexity and drives profitability through a single system of record, seamless team collaboration, and actionable data-driven insights. 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.

About Direct Digital Holdings

Direct Digital Holdings (Nasdaq: DRCT), owner of operating companies Colossus SSP, Huddled Masses, and Orange 142, brings state-of-the-art sell- and buy-side advertising platforms together under one umbrella company. Direct Digital Holdings' sell-side platform, Colossus SSP, offers advertisers of all sizes extensive reach within general market and multicultural media properties. The Company's subsidiaries Huddled Masses and Orange142 deliver significant ROI for middle market advertisers by providing data-optimized programmatic solutions at scale for businesses in sectors that range from energy to healthcare to travel to financial services. Direct Digital Holdings' sell- and buy-side solutions manage on average over 136,000 clients monthly, generating approximately 250 billion impressions per month across display, CTV, in-app and other media channels.

###

Contacts:

Laura Goldberg

LBG Public Relations for Direct Digital Holdings

laura@lbgpr.com

+1-347-683-1859

Anthony Loredo

Basis Technologies

anthony.loredo@basis.com

+1-917-573-4157

80% of All Consumers Say Time With People Is Best Gift; Survey from Basis Technologies Forecasts Holiday Shopping Trends

Chicago – Oct. 12, 2023 – Basis Technologies (https://basis.com), a global provider of programmatic advertising and media automation solutions, today announced survey results showing that TV ads (on linear and CTV) influence Millennials’ holiday gift buying 34% more than the average U.S. consumer. Social media influences Gen Z 140% more than the average consumer. Yet, 80% of respondents say that time with the people they love is the best gift. Basis Technologies’ study was conducted with audience research firm GWI and completed in September 2023 using responses from more than 2000 U.S. consumers ages 16-99. The report, ‘2023 Holiday Shopping Trends,’ is available at: https://basis.com/reports/basis-technologies-2023-holiday-shopping-trends-report.

Additional findings show that:

Gift giving is among the top methods of celebration for winter holidays, with popular 2022 gifts (gift cards, apparel/shoes, and toys/games) being bought largely because of the same factors expected to influence 2023 buying – price, free shipping, and availability. Basis Technologies and GWI’s survey explores various aspects of holiday shopping such as buying priorities, audience interests, influential channels and more. The report provides insights for marketers in tailoring their advertising, sales and messaging efforts for the upcoming shopping cycle.   

“Despite consumers spending fast, early, and big this time of year, not every retailer or marketer can win the holiday shopping season. Basis Technologies’ research provides guidance that can differentiate campaigns in a competitive landscape,” said Kristin Shamberg, GVP of research and insights, Basis Technologies. “Considering the amount of advertising noise people will experience, brands need a precise formula for messaging and media mix that resonates with customers. For two decades, Basis Technologies has helped companies of all sizes navigate through these chaotic times to drive sales and revenue for the holiday season.”

Basis Technologies is the omnichannel advertising provider of choice for holiday marketers that want to engage customers on any site or app on any digital device. It offers the marketing industry’s most comprehensive, automated, and intelligent SaaS platform, Basis, composed of integrated applications that automate manual operations, standardize business processes, and improve marketing and advertising performance. Basis encompasses comprehensive advertising capabilities for 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 is a global provider of programmatic advertising and media automation software and services for enterprises. The Basis platform improves omnichannel marketing performance by unifying programmatic and direct media buying, workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It delivers a comprehensive selection of buying methods across all channels and devices, utilizing all major creative types and formats. Delivered through a world-class media services team or a SaaS model, Basis solves digital media complexity and drives profitability through a single system of record, seamless team collaboration, and actionable data-driven insights. 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.

# # #

Contact:

Anthony Loredo

917-573-4157

anthony.loredo@basis.com