The company’s bolstered offerings will provide advertisers with increased scale and access to engaged audiences across satellite and streaming premium inventory

NEW YORK – January 8, 2025 – DIRECTV Advertising, a pioneer in addressable advertising, today announced the programmatic enablement of its linear satellite inventory. Powered by the company’s proprietary ad tech stack, DIRECTV Axis, and as part of its mission to “set TV free,” programmatic buyers will now have access to increased inventory, scale and untapped audiences across satellite and streaming.

Despite streaming's growing share of TV viewing, traditional linear TV still dominates ad impressions, generating nearly six times more than streaming, according to Comscore’s The Score. DIRECTV Advertising is working to close this gap by enabling programmatic capabilities on its satellite households, allowing for the same real-time bidding, campaign execution via private guarantees (PG) or private marketplaces (PMPs) and enhanced signals that is native in traditional streaming environments. This innovative approach offers buyers access to premium, brand-safe inventory through their preferred DSP and SSP across all DIRECTV endpoints.

“In today’s rapidly evolving media landscape, buyers require a new level of flexibility. We’re excited to set TV free,” said Amy Leifer, Chief Advertising Sales Officer, DIRECTV Advertising. “By enabling satellite households to be accessed programmatically, we’re creating flexible, seamless solutions for marketers to reach premium TV inventory.”

DIRECTV Advertising is currently in market with select partners including, Publicis Media Exchange (PMX), Magnite, and Basis Technologies, with plans to make this inventory more widely available in the first quarter this year.

“DIRECTV Advertising is meeting marketers where they are by automating and streamlining how customers are engaging with TV,” said Tyler Kelly, president, Basis Technologies. “Having unparallel, preferred access to DIRECTV’s brand safe, premium content via programmatic advertising methods gives Basis Technologies and our clients unique opportunities to reach incremental audiences.”

As DIRECTV Advertising expands its programmatic inventory, the company is also leveraging universal IDs and content metadata to boost relevancy and transparency, as well as to enhance brand safety for today’s buyers. By enabling more signals, brands can reach and manage their audiences on a granular level and gain a deeper understanding of the content they’re running within.

“We’re excited to help DIRECTV Advertising bridge the gap between linear and streaming, creating a unified workflow for buyers to seamlessly access inventory across their portfolio,” said Sean Buckley, President, Revenue, Magnite. “At a time when control and transparency are top of mind for programmatic buyers, DIRECTV Advertising is meeting the moment by enabling more signals within their content. These advancements have generated new opportunities, such as in live sports, where clients can leverage rich contextual signals to get closer to the content and enhance transparency.”

Choice and flexibility are core to DIRECTV’s offerings to both advertisers and consumers alike. Late last year, DIRECTV launched MyFree DIRECTV, a free premium TV experience that allow viewers to effortlessly access content within the DIRECTV platform. With the addition of this new consumer offering, combined with the connected devices from their linear satellite footprint, DIRECTV’s streaming footprint is doubling, bringing more scale to digital buyers.

About DIRECTV Advertising

DIRECTV Advertising is a pioneer in the converged addressable space, delivering industry leading audience-based, digital, and innovative media solutions. Employing our decades of experience, we empower advertisers to address and engage their audience at scale while continuously measuring campaign impact against brand goals to unlock insights and optimize future campaigns.

SmartBid Feature on Basis Ad Automation Platform Boosted Campaign and Team Effectiveness for Basis Agency Customer Hart

Chicago – October 2, 2024 – Basis (https://basis.com), a global provider of programmatic buying and advertising automation solutions, today announced artificial intelligence (AI) powered performance improvements for marketers to reach customers. SmartBid, a bidding feature of Basis’ DSP, leverages AI to learn a brand’s KPIs and create bidding models instantly based on dozens of parameters that align with overall campaign goals. Bids are adjusted and optimized in real-time by the platform. Basis agency customers such as Hart are seeing significant KPI lift for campaigns activated with SmartBid.

A large amount of work is necessary before a campaign launches for programmatic ad buyers to gauge where customers are on digital channels, what they are interested in, and what price to bid to secure an impression. Advertising professionals then have to make adjustments and optimize campaigns in-flight whether or not the performance is meeting goals. By applying Basis AI for targeting audiences for brands and making real-time bidding decisions, media teams can operate faster and generate better performance -- it reduces the need to analyze and evaluate campaign data to make manual bid adjustments.

“SmartBid on Basis’ platform accelerates our performance, streamlining the time to ramp up optimization on campaigns. It has quickly become a foundational tool standardized across many of our programmatic efforts,” said Kira Clifton, VP of media and analytics, Hart. “The breadth of tools in the Basis arsenal, combined with the expertise and skills of our team, enables us meet and exceed expectations for our clients.”

After Basis implemented a set of computing infrastructure updates to SmartBid at the beginning of 2024, Basis users have been seeing performance improvements from the past six months when using this feature. Campaigns are generating as much as 5x stronger performance in conversion-, click-, viewability-, and video-based goals.

Basis AI is the underlying engine of the Basis advertising automation platform that delivers precise, real-time data for media strategy and analysis.

“As one of the earliest adopters of artificial intelligence in advertising, Basis Technologies has been delivering AI-powered targeting and optimization for a wide breadth of advertisers for the past few years,” said Tyler Kelly, president, Basis Technologies. “Basis’ technology excellence empowers media professionals with advertising automation when they are leveraging AI for smarter, faster and higher-performing campaigns.”

About Basis

Basis is a global provider of programmatic buying and advertising 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.

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Contact:

Anthony Loredo

917-573-4157

[email protected]

Survey from Basis Technologies Reveals Behaviors and Perceptions in the Use AI for Jobs in Marketing

Chicago – September 19, 2024 – Basis Technologies (https://basis.com), a global provider of programmatic advertising and media automation solutions, today announced annual survey results showing that 90% of marketing professionals use generative artificial intelligence (AI) tools at least once a month. Furthermore, 70% of those surveyed say they use AI tools weekly, whereas only 50% from last year’s Basis survey respondents said the same. However, only 44% say their organizations currently pay for generative AI tools. Basis Technologies’ study was completed in July 2024 by more than 140 respondents at agencies, brands and publishers. The annual report, ‘AI and the Future of Marketing,’ is available at: https://basis.com/reports/ai-and-the-future-of-marketing-2024.

Additional findings show that:

• The most-used AI tool for advertising work is ChatGPT, which is utilized by 83% of respondents. When considering paid platforms only, ChatGPT Plus is the most popular, with 62% usage.
• 67% of those surveyed say that they use generative AI for content creation, but 70% don’t think AI-generated content is as good as their organization’s human-generated content.
• More than half of marketers believe that AI has made them either moderately or significantly more efficient at their jobs over the course of the last year.
• Nearly 90% of respondents believe AI will radically transform digital advertising within 3-5 years.
• Nearly 90% of respondents are concerned about copyright risks and legal liabilities that could come with the use of generative AI.
• In terms of risks, 100% of respondents think that generative AI poses a brand safety and misinformation risk for digital marketers. And 53% are concerned by the environmental impact of AI’s significant energy needs.
• 21% of marketers say their organization has replaced human tasks with AI solutions in the last 12 months – a jump from 10% who said so last year.
• Only 41% of respondents believe AI will lead to substantial job losses in their industry within the next 3-5 years.

Agencies and brand marketers are using AI solutions more and more for greater efficiency, deeper insights, and creative inspiration. Although many professionals in the marketing industry recognize the risks of this technology, its upsides are outweighing them. Basis Technologies’ yearly survey to gather sentiments about AI technology shows how much and why AI is being used in marketing and advertising.

“Considering the excitement and activity around AI’s potential, marketing professionals are pressed to demonstrate the qualitative and quantitative impact of these types of tools for their jobs,” said Katie McAdams, chief marketing officer, Basis Technologies. “AI is enhancing significant portions of marketing and advertising through the automation of work. It’s vital for our industry to blend this automated process with the strategy, ideation, creativity and imagination and to measure the monetary benefits and costs.”

Basis’ advertising automation technology simplifies the campaign process and saves time for media professionals. The platform’s integrated applications optimize media team planning, activation and analysis of campaigns so media professionals can focus on strategy and business outcomes. The platform’s nucleus is a top-rated omnichannel DSP.

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.

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Contact:

Anthony Loredo

917-573-4157

[email protected]

Comscore’s ad measurement technology enhances campaigns activated through the Basis advertising automation platform

Chicago — August 21, 2024 — Basis Technologies (https://basis.com), a global provider of media automation and programmatic advertising solutions, today announced an integration of Comscore’s omnichannel ad measurement solution, Comscore Campaign Ratings (CCR), into Basis platform. Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting, and evaluating media across platforms. Users of the Basis advertising automation platform can now easily access Comscore’s deep person-level insights for campaign measurement, validation, and optimization at the individual market level.   

Advertisers face significant challenges in demonstrating the value of CTV advertising. They often need to negotiate separate agreements with third-party measurement vendors to assess impact when running campaigns on CTV or other streaming platforms via programmatic ad platforms. Additionally, comparing these outcomes to the performance of the same campaign on linear TV channels adds another layer of complexity. Comscore and Basis Technologies are empowering marketers to measure the incremental reach of CTV, OTT, and digital advertising alongside their linear TV ad buys in an automated manner.

“Since the 2020 Presidential election, the CTV landscape has evolved rapidly,” said Zach Mandelblatt, President of Compete. “This has left political advertisers like us searching for ways to better understand the value CTV advertising has compared to linear TV advertising, as well as how the two interact with each other. The combined Basis Technologies and Comscore offering should help shed light on this just in time for the 2024 General Election.”
 

“The integration of Comscore Campaign Ratings into Basis Technologies’ platform is a game-changer for our full-service agency. Having access to precise, cross-channel measurement is crucial and this solution will allow us to fine-tune our creative strategy and media execution,” Nicci Leichtman, VP of Performance Marketing at SMZ. “With Comscore’s trusted measurement and reporting at our disposal in the DSP, we will be better informed to make real-time optimizations across channels and ultimately deliver more impactful and efficient campaigns for our clients.”

“We are excited by this advancement from our partner, Basis Technologies,” said Sara Martin, Chief Operating Officer, Idea Peddler. “Backed by Comscore’s trusted name and data, this offering strengthens our ability to evaluate and measure CTV investments. Integrating this tool enhances our capacity to analyze and optimize digital media campaigns, ultimately driving success for our clients.”

Key Features of the Integration:

• Simplicity and Speed: Basis users can now access detailed campaign metrics directly in the Basis UI where they execute their programmatic ad buys, ensuring real-time insights that drive informed decision-making during active campaigns.
• In-Flight Optimization: The integration provides real-time insights, including incremental reach of CTV, OTT and digital advertising alongside linear TV ad buys, that allow for informed decision-making and on-the-fly adjustments during live campaigns, enhancing overall campaign performance.
• Unparalleled Granularity: Basis advertisers can optimize campaigns at the most granular level, with person-level reporting across age, gender, race, ethnicity, household income (HHI), and more. This precision fosters a complete understanding of campaign reach and effectiveness at market levels.

“We are excited to collaborate with innovators like Basis Technologies to enhance programmatic advertising through our omnichannel measurement solutions,” said Steve Bagdasarian, Chief Commercial Officer at Comscore. “This partnership highlights our dedication to boosting programmatic media performance by providing actionable campaign measurement data with precision and speed.”

“Comscore and Basis Technologies are aligned in delivering holistic television measurement of local audiences on any channel,” said Tyler Kelly, president, Basis Technologies. “Automating the access to Comscore’s insights through our platform gives advertisers vision of campaign reach and incrementality across devices and geographies, which illuminates optimization opportunities that impact ROI.”

The offering will be available in September 2024 to ensure that Basis users can leverage Comscore’s advanced capabilities for their upcoming Fall and Winter campaigns.

About Comscore

Comscore is a global, trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore empowers media buyers and sellers to quantify their multi-screen behavior and make meaningful business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement. For more information, visit www.comscore.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.

Press contact

Anthony Loredo for Basis Technologies

917-573-4157

[email protected]

Marie Scoutas for Comscore Inc.

[email protected]

Basis’ Advertising Automation Platform Expands Ad Targeting and Measurement Capabilities to Deliver Scale and Precision for Global Marketers’ Campaigns

Chicago – August 13, 2024 – Basis Technologies (https://basis.com), a global provider of media automation and programmatic advertising solutions, today announced the addition of capabilities from Ad Fontes Media and Cuebiq Group, LLC to fortify its technology platform. Altogether, these companies are delivering brand safety and footfall traffic measurement to empower users of the Basis advertising automation platform with a wider array of tools for scaled campaigns – unified in one software solution. Basis’ proprietary integrated applications for planning, research, buying, optimization, reporting and financial reconciliation streamline vital tasks for digital media professionals – freeing them to focus more on strategy and business outcomes.  

Media professionals that manage large campaigns need multiple tools and technology to accomplish the most important aspects of their jobs. Most of the software agencies use is spread across disparate platforms, which require multiple logins and constant back-and-forth switching of dashboards. Basis seamlessly integrates into a media team's workflow, consolidating numerous third-party tools and providing robust in-platform technology for essential tasks.

The latest features to be available for marketers in Basis include:

• Ad Fontes Media – Data on news content enables advertisers to avoid partisan, AI-generated, or clickbait websites in real-time while directing ad spend to sites that publish professional-grade, highly reliable journalism. Ad Fontes Media is a news rating data company that uses human analysts with AI technology to rate more than 11,000 news websites, TV shows, YouTube channels, and podcasts on bias and reliability, as well as hundreds of thousands of individual articles per week. It publishes select data on its Media Bias Chart^®.
• Cuebiq Group, LLC - Footfall attributionmeasures store or location visits using Cuebiq's technology. Cuebiq Group, LLC’s data ensures the integrity of performance reporting because it is sourced from an unbiased third-party and not from the buying platform itself. Opt-in data from consumers secures their privacy and lowers the risk for marketers through compliance with evolving regulations. Reporting within the native interface in Basis eliminates the need for separate contracts and saves time for users.

“We’re fortunate and very enthusiastic to be a part of this trifecta of technologies that safeguards consumer privacy and builds efficacy and efficiency around footfall measurement,” said Francesco Guglielmino, CEO, Cuebiq Group, LLC. “Basis Technologies’ innovative approach delivers trustworthiness and unbiased insights, empowering advertisers to harness the full potential of single source, in-platform tools.”

“Brands are now realizing that investing in high-quality journalism is not just the right thing, but also the profitable thing to do. For brands to be able to confidently invest in news, they need the right data on news content and they need it to be easy to implement at the point of campaign,” said Vanessa Otero, founder and CEO, Ad Fontes Media. “That's why we are excited that our data is now available for media buyers to activate in Basis Technologies' platform. Basis has always had a commitment to high-quality inventory and this partnership helps further that commitment specifically around news.”

“Blending technology from Ad Fontes Media and Cuebiq into our platform showcases Basis Technologies’ unique approach to solve the myriad of problems that advertisers face in today’s complex digital ecosystem,” said Tyler Kelly, president, Basis Technologies. “By working with top-notch partners to blend their technology into an enterprise-grade DSP that combines these capabilities with media automation, we are improving the speed, accuracy and effectiveness of media teams and organizations.

Basis’ advertising automation technology simplifies the campaign process and saves time for media professionals. 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.

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Contact:

Anthony Loredo

917-573-4157

[email protected]

65% Will Shop Early and 62% Want to Finish Shopping as Fast as Possible; Basis Technologies and GWI Forecasts Holiday Shopping Trends

Chicago – July 11, 2024 – Basis Technologies (https://basis.com), a global provider of programmatic advertising and media automation solutions, today announced survey results showing that 54% of holiday shoppers don’t view Black Friday and Cyber Monday as essential for their needs. Additionally, among this audience, 65% say they will shop early to avoid shipping delays and 62% want to get their shopping done as fast as possible. Yet, 82% of respondents say time with people they love is the best gift – a 2% increase from last year’s responses. Basis Technologies’ biannual holiday shopping study was conducted with audience research firm GWI and completed in May using responses from more than 2000 U.S. consumers ages 16-99. The report, ‘2024 Holiday Shopping Trends,’ is available at: https://basis.com/reports/2024-holiday-shopping-trends-report.

The findings forecast trends in the holiday purchasing cycle this year. Below are additional highlights.

Holiday influencers:

• TV ads (traditional and CTV) influences millennials or Gen X holiday gift buying only 10-12% more than the average U.S. consumer. Baby Boomers are much less influenced by ads in any channel than the average consumer.
• For gift buying, millennials and Gen Z tend to be more influenced by social media or general online media ads (ranges from 36% to 68% more) than the average consumer.
• When considering their top personal influences, the top choices for holiday gift shoppers are the gift recipient (52%), recommendations from friends/family (47%) and customer reviews (35%); only 28% of recipients say that brand familiarity influences them.
• 53% will shop where there is free shipping; 51% are heavily influenced by sales and promotions.
• 53% of holiday gift shoppers prefer retailers that help them find unique gifts.

Spending and values:

• Among respondents that say they will increase holiday shopping spend, inflation driving up gift prices was the choice cited most often (64%); no other choice was selected by more than 23% from the same respondents.
• Among respondents that say they will decrease holiday shopping spend, the top reasons for (each selected by 40% or more) are economic worries, uncertainty about the future, and having more expenses that are prioritized over gifts.
• Among respondents, 57% say holidays are an important part of their identity; 51% believe their holiday traditions connect them to their cultural background.
• 61% prefer to shop local or at small businesses; 56% are more likely to buy from retailers or brands that show they care for employees; and 37% like to buy from minority/women owned stores and brands.

Finding shoppers:

• Only 18% of holiday shoppers say their will shop ‘mostly’ or ‘entirely’ in-person; 43% say they will do it ‘mostly’ or ‘entirely’ online; 39% say they will do it equally in-person and online.
• Among respondents, 72% will buy gifts on a laptop or computer, 40% through apps, and 20% through social media.
• 42% of the Gen Z audience said they are likely to purchase holiday gifts through social media. A low percentage of respondents (26% or less) from other generations said they were likely to conduct this action.  
• Among respondents that say they would buy gifts on social media, Instagram (57%) and Facebook (56%) were cited the most as the channel of choice.

Basis Technologies and GWI’s survey explores various aspects of holiday shopping such as buying priorities, audience interests, influential channels and more. The biannual report provides insights for marketers in tailoring their advertising, sales and messaging efforts for the upcoming shopping cycle. Holiday shopping trends data from 2023 is available here.   

“The holiday shopping cycle is poised to start earlier than what’s been normal for marketers, but the important factor is that there will be numerous opportunities to reach customers on different channels—many of them digital—and during different promotion periods,” said Kristin Shamberg, SVP of research and insights, Basis Technologies. “Economic conditions, speed and convenience, and consumer values may have the most influence on holiday buying. Marketers will be tasked to blend and balance these factors together into cohesive campaigns that engage their customers.”

Basis Technologies is an omnichannel advertising provider for holiday marketers to reach customers on any site or app on any digital device.

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.

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Contact:

Anthony Loredo

917-573-4157

[email protected]

Delivers Benchmarks on Industry Performance of Ad Units; Enables Team Collaboration of Programmatic Ad Forecasting; Basis AI is the Smart Engine that Powers the Basis Platform

Chicago – June 26, 2024 – Basis Technologies (https://basis.com), a global provider of programmatic advertising and media automation solutions, today announced enhancements to its AI-powered media planning technology tools. The Basis media automation platform now benchmarks performance of all major types of creative units based on proprietary KPI data from $5 billion in ad spend processed in Basis from the past five years from 25,000 brands. Additionally, Basis’ DSP forecasting of ad delivery on specific properties has enabled team-sharing of data for stronger collaboration on tactics. These functions are powered by Basis AI, the underlying engine of Basis, to deliver precise, real-time data for media strategy and analysis.

The digital media industry lacks automation. The dynamic nature of digital ad pricing for various ad types and channels makes the ad buying process complex and unwieldly, with very few insights available for media professionals on what success looks like industry-wide. Basis’ implementation of AI solves these problems for advertisers by empowering them to take control of the entire process and apply knowledge from granular data on the different aspects of their campaigns.

“Having robust industry-wide data about ad performance gives our team the vision to build winning media strategies for brands. We look to capitalize on the improved benchmarking capabilities from Basis Technologies to move faster with full insight of the media landscape,” said Claire Wirtanen, director of paid media, Fathom. “Basis platform automation tools enable our team to maximize outcomes and showcase to our clients our deep knowledge and strategic thinking.”

“With the continually shifting digital landscape, we as an agency look to align ourselves with best-in-class partners with solutions that ensure campaign and client success. The Basis Market Trends data helps us ensure our clients campaign goals are current and in alignment with market conditions,” said Tyler Riordan, media director, senior analytics consultant, Hirons. “The ability to benchmark against channel, property, format and vertical outcomes ensure we’re delivering results that move our clients’ businesses forward.”

Basis’ integrated applications optimize media team planning, activation and analysis of campaigns so media professionals can focus on strategy and business outcomes. Basis AI powers key planning and forecasting tools, automated optimizations and data analysis capabilities in the platform:

• Market Trends – reduces time and costs associated with collecting and researching data for media planning; delivers rapid reporting of industry-wide digital ad performance trends on all major channels, properties, and now, ad units; metrics are derived from KPIs across publisher-direct, programmatic, search and social buying channels; exclusively for Basis users.
• DSP inventory forecasting – provides potential reach of campaigns before launch; enables testing of campaign parameters to predict potential spend and reach - and shows how parameter adjustments could affect outcomes; now streamlines collaboration on planning and activation.
• SmartBid – leverages AI to learn a brand’s KPIs, create bidding models in programmatic buying based on dozens of parameters to align with goals, adjust bid-management and optimize in real-time.
• Bid Shading – enhances win rates in programmatic buying while staying on budget; analyzes historical bid data to forecast winning bids that are more cost effective than initial default bid.
• Group Budget Optimization for Programmatic – identifies best-performing tactics within a group and automatically shifts budgets to these tactics, enabling advertisers to win more impressions.

Basis AI empowers media professionals to operate faster, with accuracy and with more effectiveness. Benefits include reduction of media waste, reduction in media costs and higher KPIs.

“Throughout our platform’s development, AI has always been an underlying technology implemented throughout Basis’ tools and features. We believe strongly that AI, when combined with automation, will dramatically improve the way the ad industry operates,” said Katie McAdams, CMO, Basis Technologies. “Basis Technologies solves advertising’s biggest problems by enabling marketers to leverage automation to ease team workloads and reduce costs of technology and media. We’re getting the industry out of spreadsheets and into a central operating system.”

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.

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Contact:

Anthony Loredo

917-573-4157

[email protected]

Trider is a Multi-Year Recipient of IAB Tech Lab Service Awards for Contributions in Working Groups Driving Growth in the Digital Advertising Ecosystem

New York – June 12, 2024 – Basis Technologies (https://basis.com), a global provider of programmatic advertising and media automation solutions, today announced that Ian Trider, VP of Product, has received an IAB Tech Lab Lifetime Achievement award. The IAB Tech Lab (https://iabtechlab.com), the global digital advertising technical standards-setting body, is celebrating its 10-year anniversary by honoring key contributors to the standards that have improved the digital economy over the last decade. Trider’s achievements are highlighted by his dedication to IAB Tech Lab’s Programmatic Supply Chain Commit Group and his vital contributions since the inception of the organization.

The IAB Tech Lab is a global non-profit consortium that develops technical standards, software, and services to drive the growth of an effective and sustainable global digital media ecosystem that benefits consumers. It is a sister organization to the Interactive Advertising Bureau (IAB), the national trade organization for the digital media and marketing industries.

“The remarkable contributions of individuals such as Ian Trider has advanced the mission of IAB Tech Lab and therefore has also driven significant innovation and improvement in the digital advertising ecosystem,” said Anthony Katsur, CEO, IAB Tech Lab. “The dedication and partnership of award recipients like Ian over the past decade have set new standards and paved the way for future advancements in the digital ad economy. As we celebrate this milestone, we look forward to continuing this legacy of innovation and collaboration.”

The VP of DSP Product at Basis Technologies, Ian Trider directs programmatic advertising development of the company’s software platform, Basis. He is a two-time IAB Tech Lab service award winner, recognized for his collaboration with peers to establish digital advertising standards. Trider has been a commit group member for the IAB Tech Lab's Programmatic Supply Chain Working Group that steers the direction of technical standards in digital advertising. Additionally, he has been a significant contributor to many standards and specifications, including OpenRTB, ads.txt, sellers.json, and SupplyChain, and is the primary author of the IAB Tech Lab's Ad Management API. Trider has published industry commentary and opinions in outlets such as Ad Age, TechCrunch, The Drum, AdExchanger, Digiday and Street Fight.

About IAB Technology Laboratory

Established in 2014, the IAB Technology Laboratory (Tech Lab) is a non-profit consortium that engages a member community globally to develop foundational technology and standards that enable growth and trust in the digital media ecosystem. Comprised of digital publishers, ad technology firms, agencies, marketers, and other member companies, IAB Tech Lab focuses on solutions for brand safety and ad fraud; identity, data, and consumer privacy; ad experiences and measurement; and programmatic effectiveness. Its work includes the OpenRTB real-time bidding protocol, ads.txt anti-fraud specification, Open Measurement SDK for viewability and verification, VAST video specification, and Project Rearc initiative for privacy-centric addressability. Board members/companies are listed at https://iabtechlab.com/about-the-iab-tech-lab/tech-lab-leadership/. For more information, please visit https://iabtechlab.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.

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Contact:

Anthony Loredo

917-573-4157

[email protected]

Agencies Reveal Sentiments and Outlook About Business and Technology in Basis Technologies Survey

Chicago – May 30, 2024 – Basis Technologies (https://basis.com), a global provider of programmatic advertising and media automation solutions, today announced survey results showing that most advertising agency professionals (88%) do not feel that people appreciate how advertising supports the internet. Despite this sentiment, 76% of respondents are optimistic and confident about the future of their respective agencies. The findings stem from a survey Basis Technologies conducted in April 2024, gathering respondents from more 110 agencies across the U.S. The insights are compiled in Basis’ 2024 Advertising Agency Report, available at: https://basis.com/reports/2024-advertising-agency-report.

Basis Technologies’ findings show that:

• 71% of agency professionals believe their job is harder today than it was two years ago.
• The top three challenges that respondents say their agency is currently facing are: ‘inefficient processes’ (39%), ‘rising costs’ (37%) and ‘shrinking profits’ (32%).
• Half (51%) of respondents say their current adtech/martech stack consists of six or more software tools; 17% say they use 10+ tools; 23% say they use three or less.
• 36% of respondents say their firm has had layoffs in the past 12 months.

Respondents also indicated the importance of AI for their business:

• ‘AI tools’ (65%), ‘reporting & analytics’ (49%) and ‘third-party cookie replacements’ (33%) are priorities that agency leadership intend to increase their investment in over the next 12 months
• 77% of respondents believe AI is the trend that will most shape the next decade of digital advertising
• 35% of agency professionals say their organization uses generative AI tools ‘every day’ or ‘often (3-4 times a week)’ as part of their digital marketing/advertising work. This is up from 2023, when a separate Basis Technologies survey found that just 24% of agency professionals were using generative AI tools every day or often.
• 78% of respondents feel generative AI will have a ‘mostly positive’ or ‘somewhat positive’ impact on advertising agencies.

Although agency professionals have optimism for their business in 2024 and beyond, they continue to face challenges such as inefficiency and costs. Nevertheless, there is positive sentiment around certain factors such as the prospect of using AI for their work. Basis Technologies’ survey shows the current state and future developments of advertising agencies, which drive digital advertising that is essential for the open Internet.

“Inefficiencies, costs and complexity continue to be prevalent problems that can degrade the health of advertising agencies. Yet, we are seeing resiliency, determination and confidence from respondents as they recognize their important role in powering the Internet,” said Ryan Manchee, SVP of brand marketing, Basis Technologies. “When there is enormous pressure to produce more with less resources, agencies need transformational changes for their business centered on solving operational complexity, siloed systems and manual processes.”

Basis Technologies’ platform is composed of integrated applications that automate manual operations, standardize business processes, and improve marketing and advertising performance. Basis optimizes media team planning, activation and analysis of campaigns, empowering professionals to focus on media strategy and business outcomes. Capabilities include ad buying via programmatic, vendor-direct, search and social.

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.

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Contact:

Anthony Loredo

917-573-4157

[email protected]