• by Laurie Sullivan , Staff Writer, December 15, 2023

From her Dallas-based home office with several guitars hanging on the wall, Amy Rumpler, senior vice president of search and social media services at Basis Technologies, talked about music, instruments, and the integration with Google Performance Max.

“I grew up playing piano and my husband plays guitar,” she said. “Our 13-year-old son plays drums and guitar. We have lots of music in our home always.”

While the connection between music and search advertising may seem worlds apart, they intersect in several ways: enhanced recall for advertising, automation, emotional branding, and targeting specific demographics and generations, for starters.

Marketers are challenged — tired of splitting their time analyzing campaign data between several platforms. They want to focus on strategy and some of the bigger-picture marketing levers to improve performance.

There is a parallel with the rhythm and consistency of music and how the notes fit together. PMax data is pulled into the Basis platform, with the ability for marketers to compare it to data in other platforms such as Google Search, Microsoft Bing and LinkedIn, Meta, TikTok and Snapchat.

Rumpler works at Basis to improve integrations and partnerships, but we met on Zoom to talk about the company’s recent integration between Basis Technologies and Google Performance Max to bring more performance data into its ad platform.

Rumpler said Basis became the first demand-side platform (DSP) assisting advertisers and media buyers with buying and managing ad inventory to integrate with Google Ads Performance Max.

She said the integration gives advertisers through the platform access to real-time bidding and ad delivery data to streamline ad experiences for programmatic, direct, search and social ad channels. 

Basis ingests ad delivery metrics from major ad servers, and social and search platforms.  

These integrations enable advertisers to simplify the process of cross-channel campaign planning, performance tracking, and pacing, and also reduce the time needed to check on the health of campaigns as they run, make adjustments, and assemble and unify reports.

Additional features at Basis in the near future may include artificial intelligence, deeper and new partnerships.

“The integration is something we’ve explored for a while, but with the industry going toward automation, we found it important to connect with walled gardens and third-party networks,” Rumpler said. “There’s a lot of time and attention to look at performance in separate platforms, and we felt it important to combine them.”