Centro

A leading provider of integrated programmatic DSP and media workflow automation software for advertising agencies and in-house media teams, now operating as Basis Technologies.

Centro, founded in 2000 and headquartered in Chicago, Illinois, was a prominent AdTech company that built one of the industry's most comprehensive digital advertising platforms. The company offered a unified suite of tools spanning programmatic buying, direct media, search, and social advertising, all integrated into a single workflow automation platform called Basis. Centro served advertising agencies and media teams by centralizing campaign planning, buying, and reporting across multiple channels, dramatically reducing the operational complexity of running digital media campaigns. Over its two decades of operation, Centro grew into a significant player in the programmatic advertising space, competing with DSP providers and media management platforms alike. Its Basis platform distinguished itself by combining a demand-side platform (DSP) with end-to-end business automation tools — including CRM-like features, billing, and vendor management — making it particularly attractive to mid-market and enterprise agencies seeking operational efficiency alongside media buying power. In 2021, on its 20th corporate anniversary, Centro rebranded as Basis Technologies, reflecting the platform's evolution and the company's strategic focus on its flagship Basis product. The rebrand was accompanied by new product enhancements and a renewed market positioning around automation and intelligence for digital advertising professionals. The company continues to operate under the Basis Technologies name, with its core technology and team intact.