Technology
Services
Resources
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, 2023 – Basis 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
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
Marketers Can Use Basis Platform to Power Snapchat Ad Measurement Centrally with All Major Ad Channels; Campaign Intelligence on Basis Encompasses Programmatic, Direct, Search and Social
Chicago – Sept. 21, 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 Snapchat ads from a demand-side platform (DSP). Users of the Basis media automation platform can now access real-time performance data from Snapchat’s self-serve platform. Snapchat is a significant advertising channel with 750 million monthly active users. Basis is driving interoperability in digital media by providing holistic campaign planning and insights for programmatic, direct, search and social ad channels.
As advertisers try to find customers across digital devices, they must work with many different platforms and vendors, each with their own unique features and interfaces. Tracking how ads perform on different channels is essential for evaluating the effectiveness of campaigns and ad spend. Basis’ comprehensive third-party platform integrations enable marketers to conveniently manage, track and analyze ad performance without the need to switch between platforms. The data is used to optimize campaigns to maximize the effectiveness of marketing budgets.
“Basis Technologies offers the only technology for marketers to manage Snapchat advertising alongside other advertising solutions commonly used. Snapchat continues to gain users and influence, making its campaign performance data an important aspect to automatically pull into our platform,” said Amy Rumpler, SVP of search and social services, Basis Technologies. “With our latest integration, Basis continues to fill the needs of media agencies and teams that manage robust, broad campaigns to reach customers.”
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) and TikTok. 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 Snapchat and other ad platforms include:
No other media management systems or DSPs have integrations with search and social media ad sources 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 Snapchat and other search and social platforms, marketers can see 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
917-573-4157
Chicago — September 13, 2023 — Great Place To Work® and Fortune have selected Basis Technologies (https://basis.com) as the No. 2 ranked company for the 2023 Fortune Best Workplaces in Advertising & Marketing™ List. A global provider of programmatic advertising and media automation solutions, Basis Technologies secured consecutive years of distinguished recognition on this list, last year ranking No. 1. Widely renowned for its focus on wellness for its team and the digital media industry at large, Basis Technologies’ media automation platform improves the lives of customers and drives optimal outcomes for marketing enterprises. The company continues to grow its team, hiring in engineering, product, and services -- https://basis.com/company/careers.
The Best Workplaces in Advertising & Marketing list is based on an analysis of survey responses from over 10,000 employees from Great Place To Work Certified™ companies in the advertising and marketing industry. In that survey, 96% of Basis Technologies’ employees said it is a great place to work. This number is 68% higher than the typical U.S. company. Learn more about the workplace at Basis Technologies.
“Fortune congratulates the Best Workplaces in Advertising and marketing,” says Fortune Editor-in-Chief Alyson Shontell. “Creating a vibrant workplace culture that draws the best talent in advertising and marketing is vital for the success of the leaders in this highly competitive industry. It is also what’s needed to ignite innovation and deliver best-in-class performance.”
Basis Technologies continues to surpass industry standards in workplace satisfaction in multiple categories examined by Great Place to Work and Fortune. The company has been:
The Best Workplaces in Advertising & Marketing list is highly competitive. Great Place to Work, the global authority on workplace culture, determines its lists using its proprietary For All™ Methodology to evaluate and certify thousands of organizations in America’s most extensive ongoing annual workforce study, based on over 1.3 million survey responses and data from companies representing more than 7.5 million employees this year alone.
Survey responses reflect a comprehensive picture of the workplace experience. Honorees were selected based on their ability to offer positive employee outcomes regardless of job role, race, gender, sexual orientation, work status, or another demographic identifier.
“Congratulations to the Best Workplaces in Advertising & Marketing,” says Michael C. Bush, CEO of Great Place to Work. “These companies know that it isn’t the industry — but the company — that determines the employee experience. By putting people first, they are reaping the rewards of higher performance, innovation, and customer experience.”
“Happiness is good business. Workplace wellness has been a core tenet of Basis Technologies from the beginning of our 22-year lifespan, and it continues to be recognized by Great Place to Work and Fortune today,” said Emily Barron, EVP of talent and development, Basis Technologies. “Basis Technologies stands apart from our industry peers because of the value we put in our employees. Values cannot simply be words on a page – we invest in benefits and programs daily that empower our team to be creative and energized as they deliver solutions for our customers.”
About Basis Technologies
Basis Technologies is a global programmatic advertising and media automation software and services provider 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. It 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 the Fortune Best Workplaces in Advertising & Marketing List
Great Place to Work selected the Fortune Best Workplaces in Advertising & Marketing by gathering and analyzing confidential survey responses from over 10,000 employees from Great Place to Work Certified companies in the advertising and marketing industry. Company rankings are derived from 60 employee experience questions within the Great Place To Work Trust Index™ Survey. Great Place to Work determines its lists using its proprietary For All Methodology to evaluate and certify thousands of organizations in America’s largest ongoing annual workforce study. In the last year, 1.3 million survey responses were received, representing the work experiences of 7.5 million employees. Read the full methodology.
To get on this list next year, start here.
About Great Place to Work
As the global authority on workplace culture, Great Place To Work brings 30 years of groundbreaking research and data to help every place become a great place to work for all. Its proprietary platform and For All™ Model helps companies evaluate every employee's experience, with exemplary workplaces becoming Great Place To Work Certified or receiving recognition on a coveted Best Workplaces™ List.
Follow Great Place To Work on LinkedIn, Twitter, and Instagram, or visit greatplacetowork.com and sign up for the newsletter to learn more.
# # #
About Fortune
The Fortune mission is to change the world by making business better. We achieve that by providing trusted information, telling great stories, and building world-class communities. We measure performance by rigorous benchmarks. And we hold companies accountable. We aim to make Fortune a force for good through its second century and beyond. For more information, visit www.fortune.com.
Contact:
Anthony Loredo
917-573-4157
The two companies are teaming up to drive greater programmatic guaranteed access to premium CTV for agencies and brands.
Chicago and New York – August 23, 2023 – Basis Technologies, a global provider of programmatic advertising and media automation solutions, today announced an integration with FreeWheel that will give advertisers direct access to premium connected television advertising inventory.
Per this integration, FreeWheel, a global technology platform for the television advertising industry, will enable Basis platform users to access programmatic guaranteed buying capabilities on premium video inventory spanning publishers across the ad ecosystem.
One notable feature of this new integration – and its accompanying capabilities – is that it gives marketers the ability to access guaranteed, upfront like premium CTV ad inventory commitments, putting them on equal footing with competitors who may have larger ad spend budgets.
By simplifying and further opening access to this type of ad inventory to make it more direct, Basis and FreeWheel are expanding CTV advertising’s supply, growth and potential to a larger group of marketers.
“When people think of ‘programmatic guaranteed,’ the first association or use case that may come to mind is the upfronts, but nowadays, the potential and opportunity for this medium have expanded beyond that,” said Jon Mansell, U.S. Head of Marketplace Demand, FreeWheel. “We’re excited to team up with Basis to democratize, simplify and open up access to this inventory, as well as drive creative and innovative uses for it, among today’s buyers.”
“There is high demand among marketers trying to reach audiences on CTV today and as such, we’ve teamed up with FreeWheel to remove some of the barriers to growth and to further democratize this channel,” said Tyler Kelly, President, Basis Technologies. “FreeWheel is the right partner for this given their track record and commitment behind simplifying and creating more direct supply paths to different pools of ad inventory.”
The Basis 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. Its BasisTV+ solution powers addressable TV advertising with 80 trackable metrics and 1,000 targeting parameters.
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 FreeWheel
FreeWheel empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers. With offices in New York, San Francisco, Chicago, London, Paris, Beijing, and across the globe, FreeWheel, A Comcast Company, stands to advocate for the entire industry through the FreeWheel Council for Premium Video. For more information, please visit freewheel.com, and follow us on Twitter and LinkedIn.
# # #
Contacts:
Anthony Loredo
Basis Technologies
917-573-4157
Elaine Wong
FreeWheel
elaine_wong@comcast.com
Survey from Basis Technologies Reveals Behaviors and Perceptions in the Use AI for Jobs in Marketing
Chicago – July 27, 2023 – Basis Technologies (https://basis.com), a global provider of programmatic advertising and media automation solutions, today announced survey results showing that 72% of marketing professionals use generative artificial intelligent (AI) tools at least once a month. Furthermore, while 52% of those surveyed say that they use the technology for content creation, 70% don’t think AI-generated content is as good as their organization’s human-generated content. Basis Technologies’ study was completed in July 2023 by more than 200 respondents at agencies, brands and publishers. The report, ‘Generative AI and the Future of Marketing,’ is available at: https://basis.com/GenerativeAIreport.
Additional findings show that:
As a variety of AI-driven technologies rapidly become commercialized for marketing functions, brands and agencies are compelled to explore strategies that harness these innovations responsibly and ethically. Basis Technologies’ survey provides insight into current state and future trajectory of AI adoption in marketing and advertising -- illustrating behaviors and perceptions of a key audience considering this technology for their work.
“AI is proving to be a powerful, disruptive force in the marketing ecosystem, and the wider implications of this technology development could be extraordinary,” said Ryan Manchee, SVP of brand marketing, Basis Technologies. “While there is still much exploration of generative AI in our industry, it may not be long before expertise in this segment becomes essential for marketing. It is vital for brands and agencies to embrace AI-driven practices that strike a balance between automation and authenticity while improving aspects of their workflow and operations.”
Basis Technologies is developing the marketing industry’s most comprehensive, automated, and intelligent SaaS platform, leveraging machine learning and AI for various functions in its software. Its Basis 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
Basis Omnichannel DSP Provides Marketers with Access to Vistar Media’s Leading Marketplace for DOOH Media; Encompasses Digital Billboards, Street Furniture, Transit, and Place-Based Displays
Chicago — July 11, 2023 — Basis Technologies (https://basis.com), a leading provider of cloud-based workflow automation and business intelligence software for marketing and advertising, today announced an integration with Vistar Media – the world’s leading marketplace for programmatic digital out-of-home (DOOH). The Basis platform now provides marketers with DOOH programmatic buying capabilities through access to Vistar Media’s supply-side platform (SSP). This connects buyers to compelling digital signage encompassing billboards, street furniture, transit screens, and other place-based screens from Lamar Advertising, Clear Channel Outdoor, GSTV, Topgolf and many more. This capability was made available to select customers early this year.
Activating traditional out-of-home campaigns could be complex, requiring the marketer to identify locations in which to serve ads, ensure they reach target audiences, and then arrange deals with individual vendors. Furthermore, DOOH campaigns are often orchestrated alongside advertising on other channels. Basis gives users DOOH advertising capabilities to use alongside other digital channels and tactics through its omnichannel demand-side platform (DSP) that is nestled within media automation software for all major parts of campaigns, including buying on vendor-direct, search and social.
“Utilizing Basis and Vistar for DOOH advertising gives DashHound, our proprietary technology platform, a distinct advantage in the market. We are able to extend our clients' targeted audiences from other channels into dynamic out-of-home media, reaching customers almost everywhere,” said Sok Verdery, director of digital strategy, Comporium (https://www.dashhound.com). “By seamlessly integrating data-driven insights and targeting capabilities, we can create cohesive and impactful advertising experiences that transcend silo’d channels. This strategic integration maximizes the effectiveness of our clients' advertising investments and enables them to meet their audience wherever they are."
Vistar Media offers advertisers advanced targeting capabilities for their DOOH campaigns, ranging from geographical (postal code; DMA, region; point of interest); contextual (venue type); and day/time-parting (specific time of day or day of the week). The overall benefits of DOOH capabilities in Basis for agencies and marketers include:
“DOOH is poised for accelerated growth as audiences fragment and become far more reachable in on-the-go, real-world settings,” said Marissa Bernstein, VP of Marketing, Vistar Media. “Basis Technologies’ approach of unifying omnichannel programmatic advertising with other buying tactics provides marketers with another avenue for streamlining their DOOH advertising needs. Now, brands connected to Basis can tap into Vistar’s robust network of inventory to maximize their DOOH campaign’s reach and results.”
“Industry projections show that programmatic DOOH advertising could eclipse $1 billion by 2025, with video formats making up a significant portion of that spending and value,” said Tyler Kelly, president, Basis Technologies. “Vistar has been a pioneer in providing advertisers with DOOH media accessibility at scale. Its key value has been the knowledge it delivers to media professionals on how DOOH can amplify the visibility and engagement of brands.”
About Vistar Media
Vistar Media is the leading global provider of programmatic technology for digital out-of-home (DOOH). With a mission of enhancing every OOH transaction with automation, data and measurement, Vistar has established the most comprehensive marketplace for programmatic out-of-home transactions via a demand-side platform (DSP), supply-side platform (SSP), and data management platform (DMP). Vistar also offers core infrastructure software for media owner networks, via the Vistar Ad Server and device and content management platform (Cortex). For more information, visit www.vistarmedia.com or follow us on LinkedIn, Twitter and Facebook.
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.
# # #
Contact:
Anthony Loredo
917-573-4157
The Collaboration is the First to Use IAB Tech Lab’s OpenRTB 2.6 Specification for Programmatic
DOOH Advertising to Power Marketers’ Access to Digital Screens Across All Formats and Venues
Chicago — July 11, 2023 — Basis Technologies (https://basis.com), a leading provider of cloud-based workflow automation and business intelligence software for marketing and advertising, today announced an integration with Place Exchange (https://placeexchange.com), a leading supply-side platform (SSP) for programmatic out-of-home (OOH) media. The companies are powering industry expansion of digital out-of-home (DOOH) advertising by being the first to utilize IAB Tech Lab’s new OpenRTB 2.6 specification that standardizes the connection of DOOH ad inventory to programmatic buying channels.
The integration will enable Basis platform users to access digital screens in places such as airports, gas and charging stations, grocery stores, gyms, malls and retail stores, movie theaters and entertainment venues, roadside and city center billboards, taxi and rideshare vehicles, and transit hubs from leading OOH media partners such as Clear Channel Outdoor, GroceryTV, OUTFRONT, Volta, Zoom Media, and many others.
Managing out-of-home campaigns from start to finish has historically been challenging, requiring the marketer to identify locations in which to serve ads, select specific screens, gauge the audiences they reach, and then arrange separate deals with individual vendors. Moreover, this was traditionally done on siloed OOH-specific platforms, separating the planning, execution, optimization and measurement of DOOH campaigns from the management of other digital channels. Basis solves these challenges by unifying DOOH advertising via its omnichannel demand-side platform (DSP), with media automation software that spans multiple media channels.
The IAB TechLab’s OpenRTB specification establishes standards to streamline the connection of technology platforms in the programmatic advertising ecosystem. OpenRTB 2.6 now incorporates specifications for DOOH media that alleviate the need for custom implementations between platforms in the supply chain. This increases the speed to market for advertising technology products and reduces the friction between advertisers and publishers. Representatives from Basis Technologies and Place Exchange took part in the development of the latest OpenRTB specification.
Place Exchange enables planning, targeting, activation and measurement of DOOH media in Basis. Agencies and marketers using Basis can target this inventory by audience, location, publisher, venue category, and more. They receive a number of critical benefits leveraging DOOH capabilities in Basis, including:
“Place Exchange is thrilled to partner with Basis to expand programmatic access to digital out-of-home,” said Dave Etherington, Chief Commercial Officer, Place Exchange. “This partnership unlocks unmatched scale, quality, and transparency for Basis advertisers that want to connect with their customers in the physical world, alongside their online executions.”
“Digital Out-of-Home is one of the fastest-growing opportunities in digital marketing, with ubiquitous presence reaching nearly every consumer every month,” said Tyler Kelly, President, Basis Technologies. “The collaboration of Basis Technologies and Place Exchange built on the groundbreaking new OpenRTB 2.6 specification enables marketers to activate DOOH as part of omnichannel campaigns in more seamless and powerful ways than ever before.”
About Place Exchange
Place Exchange is the leading SSP for programmatic out-of-home media. Integrated with omnichannel and OOH DSPs, Place Exchange’s patented technology uniquely offers agencies and advertisers the opportunity to fully unify buying and measurement of OOH media with other digital channels, leveraging the same workflow, creatives, reporting, and attribution as for online and mobile advertising. Place Exchange’s unmatched premium supply ecosystem adheres to its Place Exchange Clear certification program that delivers buyers quality, consistency, transparency, and compliance. For OOH media partners, Place Exchange offers the opportunity to access untapped programmatic ad spend with full transparency and control. For more information about Place Exchange, visit www.placeexchange.com.
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.
# # #
Contact:
Anthony Loredo
anthony.loredo@basis.com
917-573-4157