• by Laurie Sullivan  @lauriesullivan, July 6, 2023

Basis Technologies and other ad-technology companies have started to build workarounds and partnerships in the wake of demand-side platform MediaMath's filing for Chapter 11 bankruptcy protection in Delaware district court last week. 

On Thursday, Basis announced the launch of a curated marketplace with Audigent, a data and identity platform looking for an alternative to its partnership with MediaMath.

Tyler Kelly, president at Basis Technologies, which offers programmatic guaranteed and private marketplace deals, said the partnership advances offerings with Audigent,

Hundreds of private marketplace (PMP) deals are available in Audigent’s platform through the Basis programmatic ad platform. The partnership aims to support clients that relied on MediaMath.

Audigent and Basis have plans to grow the Curated Marketplace in 2023, creating a library of more than 2,500 PMP deals available to advertisers by Q4. 

Basis users will have access to Audigent’s SmartPMP product with a link to first-party data partners Condé Nast, Warner Music Group, a360 Media, Penske Media Corporation and Fandom, as well as data providers like Equifax, Experian, Epsilon and TransUnion.