Basis Technologies Streamlines Programmatic Guaranteed Ad Buying with Connection to Vendor Directory and Negotiations Module

Basis Technologies, a leading provider of cloud-based workflow automation and business intelligence software for marketing and advertising, announced the availability of a guaranteed planned purchase. The program is integrated with the vendor directory and communication module. The Basis platform combines the execution of guaranteed programmatic campaigns with global media planning, vendor negotiation and transaction activation to streamline this process from start to finish. Basic inventory providers that do secured deals include Magnite, OpenX, Triton Digital, Tubi, Beachfront, Connatix, Equativ, and more. This feature is part of the BasisAutomate+ suite that simplifies the most important elements of the campaign process:
plan, execute and measure.

Guaranteed programmatic buying is not yet fully automated, as it requires manual labor for negotiation and agreement between the marketer and the publisher, in the same way as traditional media buying and selling. This is an attractive form of programmatic advertising as it can provide marketers with more direct access to guaranteed inventory with control, speed, flexibility, and control. preset price. The basis is the first demand-side platform (DSP) for media professionals to find potential publishers, understand market prices, negotiate terms, and generate deal IDs for guaranteed programmatic advertising. guaranteed, all in the same workflow in a single software console.

“The back-and-forth communication between media buyers and sellers to agree on a programmatic guaranteed deal is just like traditional direct buying, which is not the norm of using a DSP, where campaigns can be set up within a few clicks. When the process of negotiations is less time-consuming and more centralized, our media team can focus more on strategy and optimization to create more successful campaigns,”

“Programmatic guaranteed activated on Basis streamlines vendor communication, giving us the same agility and scale of programmatic advertising.”

Jamie Stevenson, senior digital strategist, Kreps Creative.

For the Programmatic Guarantee Baseline:

• All communication can be done within the platform to make the whole process seamless.
• A directory of over 9,000 providers showing publisher availability, pricing, and contact information.
• Trend-following price forecasting allows media planners to compare providers and evaluate overall tactics in addition to non-guaranteed bids, open market bidding, and IO-based buying traditional.
• The BasisAutomate+ suite unites a best-in-class DSP along with workflow automation tools to manage ad buying for direct publishers, paid search, and social media pay.

The benefits for media agencies and groups are:

• Plan campaigns more effectively by blocking impressions on high-quality media, helping to prevent under-delivery and underspending.
• Fewer manual tasks associated with other types of media purchases, such as IO generation and data entry – serve as a simpler, more efficient and automated alternative to IO-based purchases.
• Less uncertainty – is a more effective way to secure ad impressions than open market auctions or unsecured deals.
• Comprehensive unified attribution and reporting for secured and unsecured purchases.

“Programmatic guaranteed advances media buyers further into programmatic advertising by utilizing methods and standards to ensure that campaigns will be fulfilled. Basis Technologies is connecting planning and negotiations into programmatic guaranteed execution to remove barriers to access and give advertisers more comfort to activate campaigns in this manner,”

“Our workflow technology is powered by trusted relationships with supply partners that provide us with quality media environments and ease communications with our customers.”

Tyler Kelly, president, Basis Technologies.