Ad Platform Basis Adds Cross-Channel, Data Viz Features

Advertising automation platform Basis Technologies has announced new features including omnichannel reporting, data visualization, paid search activation and task management.

Basis' AI-powered platform offers marketers an integrated suite of modular applications for planning and operations across programmatic, publisher-direct, search, and social channels. The latest additions aim to turn the platform into a fully integrated environment that automates the most important phases of the campaign lifecycle. The firm's reporting and insights hub pulls together campaign data from more than a dozen sources and channels to power analysis and reporting of performance, and is key to the upgrade.

The new system, facilitated by partnerships with Snowflake and ThoughtSpot, consolidates campaign reporting systems, including those of third-parties, into a single dashboard, promising enhanced visibility and data consistency. Specific data features include Cross-Channel Insights, with automated ingestion of campaign data from Basis' DSP, publisher-direct buying, and 'all' major paid search and social media platforms; scheduled, automated delivery of reports to stakeholders; live-updated dashboards; and a fully customizable report builder.

Company President Tyler Kelly (pictured) states: 'Advertising has grown increasingly fragmented, involving a multitude of teams using disconnected software to support different aspects and channels. Campaign reporting is uniquely challenging when data is scattered across ad buying platforms. As company leaders evaluate business costs, marketers need insightful data to justify advertising spend and staff. Basis is empowering advertising professionals with a clear lens into what is working - enabling them to translate complex, disparate data into performance narratives while helping teams make smarter decisions faster.'

The new Paid Search features allow for the creation, approval, and export of search campaign builds directly into Google Ads, while the Task Management enhancements integrate campaign-specific tasks,prioritized to-do lists, email alerts and streamlined sharing.

Web site: www.basis.com .

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