• by Laurie Sullivan  @lauriesullivan, Yesterday

Basis Technologies has overhauled its platform and data system to simplify ad planning and buying across programmatic, publisher direct and social channels. 

While in the past the platform had digested all types of data from search and social, the company has just launched a rebuilt system in beta to support media buying, dashboards and visualization tools, with the ability to share and schedule reports.

It is intended to replace systems and tools that brands and agencies pay for outside of the automation platform that sometimes can cost thousands of dollars, said Basis Senior Vice President of Product Marketing Britni Gallello.

Basis also introduced a paid-search builder. Advertisers can simplify the ad-creation process and build campaigns for Google Search and Microsoft Ads Search in the Basis platform.

“In the past 12 months we have allowed advertising to edit budgets and keywords in the platform, but this is one more step to stay inside,” Gallello said.

The platform will allow advertisers to submit to Google Performance Max, Microsoft Ads, Facebook, TikTok, Reddit and Instagram.

Inside the platform, marketers will find a task manager to share ideas and strategies, and eliminate management systems and large excel spreadsheets. Marketers can stop using outside tools like Teams or Slack and other communication tools, because there is one inside Basis.

Think of the rebuilt AI-powered platform as an integrated suite of modular applications built for planning and operations across programmatic, publisher-direct, search, and social channels. 

Basis’ latest product advancements are designed to further evolve that platform into a fully integrated environment that automates the most important phases of the campaign lifecycle.

Some advertisers now ask whether they still need third-party visualization tools. Basis has further automated the way that data is collected, accessed, and visualized by consolidating campaign reporting systems, including those of third-parties, into a single dashboard.

It simplifies access to historical reports, enhances visibility across performance dimensions and provides data consistency. 

Basis also partnered with Snowflake to focus on data processing for brands and agencies with proprietary customer data and from third-party advertising platforms.