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SEOSEOPaid AcquisitionPaid acquisitionProgrammaticWebsite MonetizationProgrammaticApp UAApp MonetizationWebsite monetizationKeyword ResearchSearch IntentApp acquisitionROASCPAApp monetizationCPCLTVAffiliateeCPMRPMRetail MediaAttributionConversion TrackingCreative IntelMMPHeader BiddingDSPSSPRTBAd ViewabilityFill RateASOSKAdNetworkARPDAURewarded VideoAd MediationAffiliateCreative TestingA/B TestingRetargetingLookalike AudiencesCampaign OptimizationBrand SafetySupply Path

Programmatic

Basis Technologies

Paid

Basis Technologies, formerly Centro, offers Basis — an automated advertising platform that combines a demand-side platform with campaign workflow, billing, and reporting in one place. Agencies and in-house teams use it to plan and buy programmatic display, video, native, and connected TV alongside direct, search, and social, then reconcile spend without juggling separate tools. Its appeal is workflow consolidation: media planning, RFPs, insertion orders, and DSP buying live under a single login.

Launchdspprogrammaticmedia planningworkflowconnected tv

What it does

Basis is an omnichannel advertising platform that merges programmatic buying with the operational workflow agencies usually scatter across spreadsheets and point tools. On the buying side it runs programmatic display, video, native, audio, and connected TV through its own DSP with access to major exchanges and data partners. Around that it adds media planning, vendor RFPs, insertion-order management, automated billing reconciliation, and unified reporting that pulls in direct, search, and social spend too. The pitch is fewer logins and less manual reconciliation: a planner can build a cross-channel plan, execute the programmatic portion in the same system, and close the books without exporting numbers between disconnected platforms.

Where it fits

It sits at the launch and execution layer, replacing the patchwork of a standalone DSP plus separate planning and billing tools.

Core features

  • Self-service DSP for display, video, native, audio, and CTV
  • Media planning and RFP workflow in one interface
  • Automated insertion-order and billing reconciliation
  • Unified reporting across programmatic, direct, search, and social
  • Access to major exchanges, SSPs, and third-party data
  • AI-assisted optimization and pacing tools

Best for

  • Agencies wanting buying and operations in one platform
  • In-house teams running cross-channel media plans

Beginner notes

  1. Its biggest value is workflow consolidation, so weigh it against best-of-breed point tools you already use.
  2. Lean on the planning and billing modules early — that operational glue is what differentiates it from a pure DSP.
  3. Start with one channel to learn pacing and reporting before running fully cross-channel plans.
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