Basis Technologies

'RECOGNIZED FOR BEST PRACTICES IN THE GLOBAL DEMAND-SIDE PLATFORM (DSP) INDUSTRY Maximizing the Price/Performance ROI for Customers CUSTOMER VALUE LEADER 20 25 © Frost & Sullivan 202 5 2 Table of Contents Best Practices Criteria for World - Class Performance ________________________________ _ 3 The Transformation of the DSP Industry ________________________________ ________________ 3 Unifying the Media Journey: Driving Operational Efficiency and Superior Customer Acquisition ___________ 4 Intelligent Performance and Sustainable Growth: Redefining Price/Performance Value in a Complex Market 4 Forging Enduring Partnerships: Mastering the Customer Experience from Purchase to Ownership and Beyond ________________________________ ________________________________ ________________________ 5 Conclusion ________________________________ ________________________________ ___ 6 What You Need to Know about the Customer V alue Leadership Recognition _____________ 7 Best Practices Recognition Analysis ________________________________ ____________________ 7 Business Impact ________________________________ ________________________________ ___________ 7 Customer Impac t ________________________________ ________________________________ __________ 7 Best Practices Recognition Analytics Methodology ________________________________ __ 8 Inspire the World to Support True Leaders ________________________________ ______________ 8 About Frost & Sullivan ________________________________ _________________________ 9 The Gr owth Pipeline Generator™ ________________________________ ______________________ 9 The Innovation Generator™ ________________________________ __________________________ 9 © Frost & Sullivan 202 5 3 Best Practices Criteria for World - C lass Performance Frost & Sullivan applies a rigorous analytical process to evaluate multiple nominees for each recognition category before determining the final recognition recipient. The process involves a detailed evaluation of best practices criteria across two dimensio ns for each nominated company. Basis excels in many of the criteria in the DSP space . The Transformation of the DSP Industry The global demand - side platform (DSP) industry is navigating a period of unprecedented transformation that is defined by a conflu ence of challenges fundamentally reshaping the programmatic advertising landscape. The primary pressure point is accelerating media fragmentation; advertisers must now engage consumers across a dizzying array of channels, including connected television (CT V), digital - out - of - home (DOOH), streaming audio, podcasts, social media, and traditional search and display. This proliferation creates operational silos, disjointed workflows, and immense difficulty in achieving a unified view of campaign performance . Com pounding this complexity is the industry - wide shift to a privacy - first paradigm. The deprecation of third - party cookies, coupled with stringent data protection regulations like Europe’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), has rendered many traditional methods of audience targeting and measurement obsolete. Advertisers and the DSPs that serve them face the urgent need to develop new, privacy - conscious technologies that rely on first - party data and other d urable identifiers to reach consumers effectively and respectfully. This cascade of challenges — fragmentation creating data silos that are exacerbated by the loss of cookies — has made true omnichannel unification a strategic imperative. It is no longer sufficient for a DSP to excel in a single channel. Brands and agencies now demand a single, cohesive interface to orchestrate, measure, and optimize cross - channel and cross - device campaigns harmoniously. © Frost & Sullivan 202 5 4 Unifying the Media Journey : Driving Operational Efficiency and Superior Customer Acquisition In a market defined by fragmentation, media agencies and brands are burdened by the significant operational drag of managing d isparate point solutions. This friction manifests as wasted hours on manual data entry, complex cross - platform reconciliation, communication breakdowns between teams, and an overall lack of workflow cohesion. This operational chaos is not merely an inconve nience; it directly erodes profitability, stifles scalability, and distracts teams from high - value strategic work. Basis directly confronts this challenge with a platform architected from the ground up to unify and automate the entire media campaign lifecy cle. The company’s core value proposition is premised on simplifying ad campaign management by integrating a comprehensive suite of advertising and automation tools into a single, seamless platform. The Basis platform centralizes every stage of the process — from planning and execution to financial actualization and analytics — into one environment. The impact of this unification is profound and quantifiable. Clients using the Basis platform report spending 60% less time on digital media planning and experience a 60 % reduction in manual steps during campaign management. The platform’s automation extends to the notoriously labor - intensive financial backend, delivering a 15 - day decrease in time - to - collect on invoices and a 16% increase in invoice processing capacity. T his focus o n o perational e fficiency has become a powerful and direct driver of c ustomer a cquisition. By eliminating low - value, time - consuming tasks, the Basis platform empowers agency staff to reallocate their focus toward what matters most: strategy, clie nt service, and creative optimization. This enhanced service quality leads to superior client results, fostering higher retention rates and stronger partnerships. Furthermore, the significant efficiency gains improve an agency\'s operating margins, enabling it to be more price competitive or invest more resources into business development. Consequently, the platform\'s efficiency is not just an internal benefit — it is a tangible competitive advantage that allows its clients to offer a higher level of service a t a more profitable scale than competitors relying on fragmented, manual workflows. Basis is more than a software provider ; it is a strategic growth partner that provid es clients with a more scalable and profitable business model. Intelligent Performance a nd Sustainable Growth : Redefining Price/Performance Value in a Complex Market Beyond operational excellence, the ultimate measure of a DSP\'s worth is its ability to deliver measurable return on investment (ROI). In today\'s advertising ecosystem, achieving this goal is increasingly complex due to audience saturation, signal loss from cookie deprecation, and intense pressure on marketers to justify every dollar of media spend. Basis distinguishes itself by embedding a powerful intelligence layer into its DSP that is engineered to maximize campaign performance and deliver exceptional value. “ Basis is more than a software provider; it is a strategic growth partner that provides clients with a more scalable and profitable business model . ” - Alaa Saayed VP of Research of the Digital Content Services Program © Frost & Sullivan 202 5 5 The centerpiece of this intelligence is SmartBid, a sophisticated AI solution that goes beyond standard bidding algorithms. While many DSPs optimize at the campaign level, SmartBid analyzes over 30 distinct targeting parameters at the brand level every six hours, creating unique and continuously learning optimization models tailored to each client\'s specific business. This deeper, more holistic approach to AI - driven optimization yields significant results. Basis ’ analysis has shown that SmartBid boosts retu rn on ad spend (ROAS) by an average of 133%. The performance uplift is consistent across various key performance indicators (KPIs), delivering 77% higher performance for click - based goals and 33% higher performance for conversion - based goals. This demonstr ated ability to improve client outcomes significantly is the cornerstone of the platform\'s superior price /performance value. This commitment to performance drives the company\'s g rowth p otential. The Basis platform creates a virtuous cycle: its advanced AI delivers exceptional ROI for clients, which in turn fosters deep loyalty and encourages increased investment in the platform. The resulting client success stories become powerful, data - backed proof points that attract new customers seeking a clear performa nce edge in a competitive market. This intense customer focus, which directly strengthens the brand and reinforces loyalty, is the very definition of sustainable growth potential. By aligning its own success so directly with the business outcomes of its cl ients, Basis has built a powerful and resilient growth model. In a market crowded with commoditized DSPs, Basis differentiates itself by focusing on what matters most — positioning itself as an essential client partner. Forging Enduring Partnerships: Masteri ng the Customer Experience from Purchase to Ownership and Beyond The adtech industry has historically been characterized by transactional, and at times opaque, relationships between vendors and their clients. This has created a growing demand from brands for greater transparency, control over their data, and a sense of true partne rship, fueling the trend of in - housing media operations. Basis met this market shift as an opportunity to redefine the customer relationship, building on a foundation of service and empowerment that permeates its technology and business strategy. T he compa ny’s customer - centric DNA is rooted in its history; according to company leadership , "We started as a media services company and quickly realized the industry\'s technology just wasn\'t cutting it. So we built our own . " This origin story — born from the direct experience of user pain points — informs a product philosophy centered on solving real - world challenges. This philosophy is most powerfully expressed in its innovative solution, Unify by Basis. Unify is a direct response to the market\'s call for control, fu ndamentally elevating the customer ownership experience. It empowers brands to own their technology stack and, most critically, their historical media data, ensuring that invaluable campaign insights are never lost, even during agency transitions. This sol ution provides brands with real - time, granular visibility into where every media dollar is spent, fostering a new level of trust and collaboration between brands and their agency partners. “ By aligning its own success so directly with the business outcomes of its clients, Basis has built a powerful and resilient growth model .” - Alaa Saayed VP of Research of the Digital Content Services Program '

Key Takeaways Omnichannel campaign evaluation allows marketers to both drive effectiveness and demonstrate it. However, media fragmentation makes achieving both of those goals increasingly difficult. Short-term omnichannel campaign evaluation depends on streamlining performance signals across walled gardens and the open web to understand how they work together to drive desired outcomes.

Launches with Place Exchange SSP and PerView Measurement to Enable Digital Buyers to Programmatically Access DIRECTV Remote Inventory Through Top DSP Buying Platforms Including Basis and The Trade Desk New York and Las Vegas (January 7, 2026) – DIRECTV Advertising today announced at CES that it will be bringing more premium CTV video options to the digital out-of-home (DOOH) marketplace with the programmatic enablement of inventory from DIRECTV Remote, making it easier for brands to reach TV audiences on the go.

Programmatic advertising continues to command the lion’s share of digital budgets, but entering 2026, the forces shaping it point to a more disciplined phase of growth. Rising scrutiny around media quality, shifting consumer discovery patterns, and the deepening role of AI are pushing advertising leaders to rethink how programmatic delivers true value—not just scale.

Basis and Mediaocean today announced an integration partnership to automate the entire media campaign process from start to finish. The industry’s leading advertising automation platform, Basis (https://basis.com) will connect with Mediaocean’s platforms, Prisma, Innovid, and Protected, to link media planning and activation to the enterprise media systems that agencies use to order, traffic, manage, measure, reconcile, and pay all types of media. Mediaocean (https://www.mediaocean.com) is the foundational partner for omnichannel advertising, and this agreement lays the groundwork for AI-driven intelligent automation at scale.■

Do marketing leaders ever really get a winter break? You’re supposed to be relaxing, but your brain won’t cooperate. You’re thinking about Q1 budgets while waiting for your flight. Mentally drafting your board presentation while the family watches a holiday movie.

Three industry veterans discuss the trends every advertiser should understand heading into 2026, including the crisis of programmatic waste, the rise of agentic AI, and the growing importance of consumer trust. Key Takeaways: 1. Media quality must become a strategic priority: With only 36 cents of every programmatic dollar reaching publishers, it’s critical for advertisers to invest in verification tools and transparent supply paths to deliver real effectiveness.

Between holiday travel, endless leftovers, and the annual rite of forgetting what day it is, the end of the year can be a bit of a blur. Yet it can also offer a rare pocket of breathing room, allowing agency leaders to step back from the daily rush and think about the bigger shifts shaping the future of the advertising industry.

"ADWEEK’s inaugural Tech Stack Awards celebrate the companies behind 2025’s most groundbreaking product and platform launches that have driven proven revenue impact in marketing, advertising, and media. From strategic uses of agentic AI to next-gen creative tools to cutting-edge measurement solutions, these awards recognize the products redefining how brands connect, engage, and grow." Basis was named a Tech Stack Award winner for the Buy-Side Programmatic Platform/Product category! Read more in Adweek.

Patchwork privacy fixes and workarounds are failing brands and advertisers. Liz Emery, co-founder of Vyvr, is tackling the adtech industry’s battle with signal loss and compliance challenges. She joins host Noor Naseer to share critical lessons from the privacy trenches, practical advice for avoiding legal risks, and her vision for building data infrastructure that’s ready for whatever comes next—from AI to new privacy laws and beyond.

Marketing teams face significant pressure to prove the ROI for every dollar spent, particularly amidst today’s economic volatility. Performance tactics often drive immediate results, but brand recall is what makes those tactics more efficient over time, and memory is what builds that recall.

"Our Best Workplaces lists highlight organizations excelling in creating positive, inclusive, and engaging environments. Explore top companies recognized for exceptional workplace culture and employee satisfaction." Basis has been named the number 12 best workplace for parents among small- and medium-sized businesses in the U.S. Read more in Great Place to Work.