Basis DSP

Mid-tier DSP with strong agency focus, differentiated by integrated workflow automation and campaign management tools

Basis Technologies (formerly Centro) offers a comprehensive programmatic advertising platform under the Basis DSP brand, designed to unify the fragmented workflows of digital media buying. The platform integrates demand-side platform (DSP) capabilities with campaign planning, automated reporting, and workflow management tools, enabling agencies and brands to execute and optimize campaigns across display, video, connected TV (CTV), audio, and native channels from a single interface. Founded in 2001 and rebranded from Centro to Basis Technologies in 2021, the company has positioned itself as a full-stack solution that reduces operational complexity for media teams. Basis differentiates itself by combining programmatic buying with business automation features such as vendor management, billing reconciliation, and team collaboration tools — capabilities typically absent from pure-play DSPs. This makes it particularly attractive to mid-sized independent agencies that need operational efficiency alongside media execution. The platform accesses premium inventory through integrations with major supply-side platforms and data providers, supporting both open exchange and private marketplace deals. Headquartered in Chicago, Illinois, Basis Technologies serves hundreds of agencies and brands across North America. The company has raised significant venture funding and competes in a crowded DSP market against The Trade Desk, DV360, and Amazon DSP, carving out a niche by emphasizing workflow automation and agency-centric usability over raw scale. Its focus on consolidating the media buying stack into one platform remains its core market differentiator.