Basis

What Basis does

Basis, operating as Basis Global Technologies, LLC (formerly Centro, founded 2001), is a privately held advertising technology company headquartered in Chicago. It provides an intelligent operating system for autonomous advertising that unifies campaign planning, media buying, optimization, reporting, billing, and financial reconciliation across programmatic, search, social, connected TV (CTV), audio, digital out-of-home (DOOH), native, and site-direct channels. The platform is anchored by Basis DSP, a top-ranked demand-side platform, and incorporates agentic AI modules — Compass for media planning and SmartBid for real-time bidding optimization — along with supporting modules such as Communication Portal, Dashboards, BasisConnect+ (cookieless), Basis Assistant, Enterprise API, and Unify By Basis. The company reports 170+ API integrations, 25,000+ audience segments across 30+ data providers, 2,000+ pre-negotiated private marketplace deals, and access to 765,000+ DOOH venues.

Basis serves mid-to-large advertising agencies and in-house marketing teams at major brands (with named enterprise customers including NRG Energy, Monster, St. Elizabeth Healthcare, WP Engine, Insight Enterprises, and PAX), using a primarily enterprise field-sales motion supplemented by self-serve platform access and managed media services. Revenue is generated through quote-based SaaS subscriptions priced on media spend volume, features, and team size, typically on multi-year contracts, plus professional services for consulting, onboarding, and managed media execution. The company holds SOC 2 Type II certification and has earned recognition from Gartner (Ad Tech Magic Quadrant), Forrester (Omnichannel DSP Wave), IDC (DSP and CTV Ad Marketscapes), Frost & Sullivan (2025 Global Customer Value Leadership Award), G2 (Top 7 DSPs 2025), and Ad Age (#1 Best Workplace 2026). It has made four disclosed acquisitions (Real Cities 2008, SiteScout 2013, GraphScience 2015, QuanticMind 2021) and raised approximately $52.5M in disclosed equity funding from FTV Capital and Neuberger Berman, with the most recent round in 2015.

Name

Basis

Legal name

Basis Global Technologies, LLC

Website

https://basis.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Basis is a privately held Chicago-based adtech company providing an AI-powered operating system for autonomous omnichannel advertising — unifying programmatic, search, social, CTV, audio, DOOH, and direct buying — for mid-to-large agencies and major brand in-house teams via enterprise SaaS plus managed services.

Ownership category

akta.pro rank

Product category

Programmatic Advertising Technology

NAICS

Media Buying Agencies (541830), Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311), Services-Prepackaged Software (7372)

akta.pro primary industry

Programmatic Media Buying & Trading Desks (DV360/TTD, RTB) (MPAAABAB)

Keywords

• Programmatic advertising platform
• Demand-side platform software
• Omnichannel media buying
• Connected TV advertising
• Advertising automation software

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Software Platform Subscription: SaaS platform subscription model providing access to Basis' advertising operating system including DSP, campaign management, automation, and reporting capabilities. Pricing likely based on media spend volume, features, and team size.
2. Professional Services: Media consulting and activation services, onboarding, training, and managed media services. Includes in-housing consulting, campaign activation support, and expert execution capacity augmentation.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Basis provides a unified SaaS advertising automation platform (Basis Platform) combining a proprietary demand-side platform (Basis DSP), agentic AI media planning (Compass), AI-powered bidding optimization (SmartBid), workflow automation, omnichannel campaign management, and financial reconciliation across programmatic, search, social, CTV, audio, digital out-of-home, and site-direct channels. The offering is complemented by managed media services, consulting, and an Enterprise API for custom programmatic solutions targeting advertising agencies and major brand marketing teams.

Product overview

Basis is an intelligent operating system for autonomous advertising offered as a unified platform-plus-modules architecture. The core offering is the Basis Platform, which integrates a proprietary DSP (Basis DSP) with campaign planning, team collaboration, workflow automation, financial reconciliation, and AI-powered optimization across programmatic, search, social, CTV, audio, digital out-of-home, and site-direct channels. Key AI-powered modules include Compass (agentic AI for media planning), SmartBid (real-time bidding optimization), and BasisTV+ (connected TV advertising). Supporting modules include Communication Portal (team collaboration), Dashboards (unified reporting), All-Channel Activation, Document Storage, BasisConnect+ (cookieless solutions), Enterprise API, Unify By Basis (technology plus services), Brand Safety & Fraud Protection, Private Marketplaces, DMP Solutions, Cross-Device Targeting, and Basis Assistant (automated campaign notes). The platform is complemented by managed media services for agencies and brands needing expert execution capacity.

Differentiator

Problem solved

Functional benefit

Brands

• Compass: AI-powered media planning tool that automatically allocates spend to the right channels and audiences across the open web and walled gardens.
• Basis TV+
• SmartBid
• BasisConnect+

Products and services

• Basis Platform

Quantifiable outcome

• 133% average lift in return on ad spend (ROAS) with AI-powered bidding
• +9 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration43 records

AI capability10 records

Feature14 records

Partnerships

16 partnerships are on record, tiered core.

• CintcoreTechnology or Integration · 16 June 2026Integration of Cint's brand measurement technology into Basis' autonomous advertising platform, enabling real-time brand lift measurement for omnichannel campaigns. Allows advertisers to measure brand awareness, ad recall, and purchase intent daily while campaigns are live, addressing traditional delays in brand lift results.
• Protected by MediaoceancoreTechnology or Integration · 16 April 2026Integration of AI-driven verification and brand safety technology directly into campaign activation workflows, creating a live feedback loop where real-time post-bid performance data informs pre-bid targeting decisions. Eliminates need to switch between activation and verification tools.
• MediaoceancoreStrategic or Co-development Partner · 6 January 2026Foundational partnership announced January 2026 to integrate platforms and automate the entire media campaign process from start to finish. The collaboration connects media planning, activation, and delivery across Prisma, Innovid, and Protected to enable AI-driven optimization and reduce operational complexity in advertising workflows. This is a deep two-way interconnectivity, not a simple API integration.
• Place ExchangecoreTechnology or IntegrationPartnership giving Basis users access to over 765,000 DOOH venues across the US through programmatic activation directly in the Basis platform.
• Vistar MediacoreTechnology or IntegrationPartnership enabling Basis users to access over 765,000 DOOH venues across the US with programmatic activation capabilities directly in the platform.
• DoubleVerifycoreTechnology or IntegrationBrand safety and verification partnership providing CTV brand safety solutions that deliver appropriate content alignment and protect brand reputation.
• ComscorecoreTechnology or IntegrationMeasurement and analytics partnership providing audience measurement, campaign verification, and brand safety solutions.
• Google Campaign ManagercoreTechnology or IntegrationAutomated two-way integration with Google Campaign Manager allowing campaigns to be served with performance data returned into Basis.
• Google AdscoreTechnology or IntegrationAPI integration for automated pull of search and social platform data populating daily performance data in Basis.
• Meta / Facebook / InstagramcoreTechnology or IntegrationAPI integrations across Meta advertising platforms including Facebook and Instagram for unified campaign management.
• LiveRampcoreTechnology or IntegrationFirst-party data activation partnership enabling CRM data conversion into first-party audience segments for targeting.
• HulucoreTechnology or IntegrationPremium CTV inventory access through major streaming platforms and broadcasters.
• RokucoreTechnology or IntegrationConnected TV inventory access for programmatic advertising through Roku's streaming platform.
• Disney+coreTechnology or IntegrationPremium CTV inventory from Disney's streaming platform for programmatic advertising.
• ESPNcoreTechnology or IntegrationSports CTV inventory access for programmatic advertising campaigns.
• FreewheelcoreTechnology or IntegrationProgrammatic video and CTV inventory access through Freewheel's premium video marketplace.

Scale indicators15 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• The Trade Desk: The largest independent omnichannel DSP, competing directly with Basis across programmatic, CTV, audio, and video buying. Both platforms serve agencies and brands with demand-side technology, audience targeting, and AI-driven optimization capabilities.
• MediaMath: Independent enterprise DSP providing programmatic media buying across display, video, CTV, audio, and native. Direct competitor to Basis in the agency and brand mid-market with comparable omnichannel positioning.
• StackAdapt: Multi-channel programmatic DSP specializing in native, display, video, CTV, and audio. Direct competitor to Basis in the mid-market agency and brand space with growing omnichannel capabilities.
• Adform: Independent global ad tech platform offering DSP, DMP, and creative tools across omnichannel programmatic. Competes with Basis across European and US markets for agency and brand demand-side technology spend.
• Yahoo (Yahoo Ads): Yahoo's ad platform including a DSP offering for omnichannel programmatic buying. Competes with Basis in the connected TV, native, and display segments serving agency and brand clients.

Broad incumbents

• Google Display & Video 360 (DV360): Google's enterprise DSP and part of the Google Marketing Platform. Competes with Basis for omnichannel programmatic buying budgets at large agencies and brands, with deep integration into YouTube and Google ad inventory.
• Adobe Advertising Cloud: Adobe's omnichannel DSP, deeply integrated with Adobe Analytics and Adobe Experience Cloud. Competes with Basis for enterprise brand budgets requiring unified advertising with measurement and creative tooling.
• Mediaocean: Provider of foundational media operations software (Prisma, Innovid, Protected). Now a strategic partner of Basis, but also a broader omnichannel competitor in workflow automation and campaign management for agencies.
• Amazon Ads (Amazon DSP): Amazon's growing DSP offering leveraging Amazon's commerce data and audiences. Competes for the same omnichannel programmatic budgets and is rapidly expanding beyond retail media into CTV and broader programmatic.
• Microsoft Invest (formerly Xandr): Microsoft's programmatic ad platform serving agencies and brands across display, video, and CTV. Competes with Basis on omnichannel capabilities and enterprise advertiser relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/basisglobaltech
• Facebookfacebook.com/basisglobaltech

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A5 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Basis