Basis Technologies Launches Cookieless Data Solution

In the US, marketing and advertising business intelligence software developer Basis Technologies has launched a solution called BasisConnect+, to support marketers' first-party data activation, audience optimization, and cookieless media buying.

Basis Technologies' platform comprises a suite of integrated applications that automate manual operations, standardize business processes, and help improve marketing and advertising performance. Its new BasisConnect+, which is available in the Basis media automation platform, is designed to enable a brand to use its CRM data to find its customers across the web, while staying in compliance with US government regulations on the sharing of personally identifiable information (PII).

The solution features AI-driven look-alike modeling using TruAudience by Transunion to find people who look like a marketer's typical customer; and first-party CRM data automated uploads with LiveRamp, to find current customers across any digital channel. In addition, it uses insights and profiling software to provide a view of potential customers across seven data categories; proprietary cookieless conversion tracking to measure clickthroughs in cookieless environments; and machine learning optimization to analyze campaign parameters without cookies or mobile IDs. Finally, BasisConnect+ enables contextual targeting with 2000 segments from data partners, including Peer39.

Company President Tyler Kelly (pictured) comments: 'The challenge now is to connect with customers, personalize user experiences, drive media efficiency and track conversions all without the use of third-party cookies and device . BasisConnect+ combines a wide range of technology that agencies and brands need to move forward as responsible marketers respectful of user privacy'.

Web site: www.basis.net .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.