Basis Technologies

Basis Technologies (formerly Centro) is a fiercely intelligent, highly strategic titan that completely rejected the "Fragmented Tech Stack" approach. Most agencies buy The Trade Desk for programmatic, use Excel for media planning, and use a separate tool for billing. Basis mathematically fused the Demand Side Platform (DSP), the Media Planning workflow, the Direct Publisher buying, and the Financial Reconciliation into one single, massive, centralized operating system for advertising agencies. Its signature feature is "The Direct Buying Workflow." While everyone focuses on programmatic bidding, agencies still physically email publishers (like The New York Times) to negotiate custom, $500,000 homepage takeovers (Direct Buys). Basis mathematically automates this. An agency builds the Media Plan in Basis. The software mathematically generates the RFP, emails the publisher, ingests the publisher's response, and issues the Insertion Order (IO) entirely within the platform, destroying the "Excel and Email" nightmare. It heavily dominates "Agency Financial Reconciliation." In a massive agency, an ad campaign might span 40 different vendors. The accounting department spends weeks manually reconciling the invoices. Basis mathematically tracks the exact pacing and delivery of the ads across the DSP, Search, Social, and Direct Buys. At the end of the month, it automatically mathematically reconciles the delivered impressions against the vendor invoices, saving agencies millions in accounting overhead.