Basis Technologies, a leading provider of cloud-based workflow automation and business intelligence software for marketing and advertising, today announced that it has been positioned as a ‘Challenger’ in the 2021 Gartner Magic Quadrant for Ad Tech. Released to the market four years ago, Basis Technologies’ platform is included in 2021 Magic Quadrant and its associated Critical Capabilities for Ad Tech report for the second year in a row. Gartner’s 2021 evaluation was conducted while Basis Technologies operated as “Centro.”

According to Gartner in its report, “Challengers in this Magic Quadrant have the scale and expertise to deliver efficient and effective ad solutions but lag the leaders in innovation, scope of offerings and organizational stability.” Regarding the report, Gartner states that, “Digital advertising continues to be a top marketing strategy, despite uncertainty about the future of its underpinning technologies. As ad tech vendors scramble to adapt to changing rules and expectations, digital marketing leaders can use this evaluation to track evolving offerings.”[1]

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Gartner defines, “the Ad Tech market as technology for managing digital advertising across channels, including display, video, streaming TV, mobile, social and search with functions for campaign planning, media buying, analysis, optimization and automation. Ad tech can be used by buy-side and sell-side agents; with this evaluation focusing exclusively on buy-side.”[1]

“We believe that this Gartner Magic Quadrant showcases the advertising technologies that are poised to solve the enterprise marketing challenges of tomorrow,” said Tyler Kelly, president, Basis Technologies. “In the four years since its release, we think that the Basis platform has been demonstrating clearly to the market how media automation and intelligence can overcome the complexity and disconnection that continues to grow in our industry.”

Basis Technologies’ SaaS platform is currently rated 4.6 stars (out of 5) from verified users on Gartner Peer Insights technology reviews site (https://www.gartner.com/reviews/market/ad-tech/vendor/basis-global-technologies/product/basis-dsp)**. Basis 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. For more information visit: https://basis.net.

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