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Centro Rebrands as Basis Technologies on its 20th Corporate Anniversary

Centro, Inc., a leading provider of cloud-based workflow automation and business intelligence software for marketing and advertising, announced it has changed its corporate name to Basis Global Technologies, Inc. Celebrating its 20th corporate anniversary, the Company is rebranding to position its core technology as a focal point of its automation and intelligence vision for enterprises. The Company’s vision is to develop the marketing industry’s most comprehensive, automated, and intelligent SaaS platform. Its Basis platform is composed of integrated applications that automate manual operations, standardize business processes, and improve marketing and advertising performance. It provides a comprehensive selection of buying methods across all channels and devices for all major creative types and formats.

Marketing operations have become too complex for media professionals and marketing team leaders because of new channels, ad formats, reporting metrics, and more. This expansion is straining marketers, leading to higher labor costs, deteriorating unit economics, decreasing customer service quality, lower efficacy of paid ads, and declining profitability. The marketing industry continues to utilize disparate, legacy point solutions that are disconnected from the core elements of media workflow. Basis Technologies’ mission since the beginning of the Company’s incorporation in October 2001 is to improve the lives of marketers and increase business outcomes through automation.

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“Basis Technologies is powering the future of work for the global media industry. Our integrated automation, intelligence and collaboration software is essential for improved performance, increased productivity, faster collaboration, streamlined processes, and better intelligence across all professionals,” said Shawn Riegsecker, CEO, Basis Technologies. “The velocity of industry change is accelerating, leaving a wake of complexity, disorganization, and disconnection of people, processes, and platforms. These problems have led to increasing levels of employee fatigue, exhaustion, frustration, and burnout, and it has become enormously challenging to overcome them with antiquated tools. Our industry requires modern technology solutions built for where the business ecosystem is going, and Basis Technologies is in prime position to lead this era of automation.”

Automation with Basis

Basis unifies and automates all major aspects of digital media operations. It is a single system of record across marketing and advertising functions with comprehensive and connected tools that alleviate the reliance on separate point solutions.

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Core elements and solutions weaved together in Basis include:

  • Workflow automation
  • Communication, messaging, and collaboration
  • Vendor directory
  • Ad buying via programmatic, vendor-direct, search and social
  • Artificial Intelligence (AI) optimization
  • Universal performance reporting
  • Contract and orders management
  • Contract and billing reconciliation
  • Business Intelligence (BI) system
  • Creative asset management

Benefits for media teams and leaders includes:

  • Streamlined operations
  • Automation and reduction of manual steps
  • Consolidation of tools and systems
  • Enhanced workforce productivity
  • Optimized digital media investments
  • A top-rated demand-side platform (DSP)
  • Reporting, media performance, and workload metrics in one view

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[To share your insights with us, please write to sghosh@martechseries.com]

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