Based is a technology company.
Based has raised $4.0M across 1 funding round.
Based has raised $4.0M in total across 1 funding round.
Basis Technologies (formerly Centro) is a Chicago-based technology company providing a comprehensive media automation and intelligence platform for digital advertising. It consolidates planning, operations, reporting, and financial reconciliation across programmatic, publisher-direct, search, social, and connected TV (CTV) channels, serving marketing organizations to simplify complex digital media workflows and drive profitability.[3] Founded in 2001, the company targets ad-tech professionals, helping them automate operations amid a fragmented digital landscape.[3][6]
The platform addresses inefficiencies in media buying by offering unified software that streamlines programmatic media operations, with a focus on real-time bidding and DSP (demand-side platform) technologies acquired through integrations like SiteScout in 2013.[3] Basis has demonstrated strong growth, earning accolades such as No. 4 best place to work in advertising and marketing in 2024, Deloitte’s Technology Fast 500, and Inc. 500 listings, while expanding globally across the Americas and Europe.[3]
Basis Technologies was founded in 2001 by Shawn Riegsecker, who aimed to build the most comprehensive, automated, and intelligent software platform for the digital media industry.[3] Headquartered in Chicago, the company started as Centro and evolved through strategic acquisitions, including SiteScout in 2013—a pioneering DSP founded by Matt (last name not specified in sources), who joined Basis and contributed expertise in ad-tech and real-time bidding.[3]
A pivotal moment came with the rebranding to Basis, reflecting its maturation into a full-suite media platform amid the rise of programmatic advertising.[3] Under Riegsecker's leadership, emphasizing innovation, culture, and employee satisfaction, Basis expanded its team across the US, Canada, Mexico, and Argentina, solidifying its position in the ad-tech ecosystem.[3]
Basis Technologies rides the programmatic advertising wave, capitalizing on the shift to automated, data-driven media buying in a digital landscape fragmented by channels like CTV and social.[3][6] Timing is ideal as ad spend migrates to programmatic (projected to dominate), where manual processes falter against rising complexity and real-time demands.[3]
Market forces favoring Basis include explosive growth in digital ad markets and the need for cross-channel intelligence amid privacy changes and supply chain disruptions in ad-tech.[3] It influences the ecosystem by setting standards for unified platforms, enabling agencies to compete with tech giants and accelerating adoption of intelligent automation in marketing ops.[3][6]
Basis Technologies is poised to expand its platform with AI-driven optimizations for emerging channels like CTV and retail media, leveraging its ad-tech heritage to capture more market share.[3] Trends like cookieless targeting, AI personalization, and global ad spend growth (especially in the Americas and Europe) will propel its trajectory, potentially through further acquisitions or partnerships.[3]
As digital media complexity intensifies, Basis's unified approach positions it to evolve from automation leader to indispensable intelligence hub, reinforcing its role in empowering marketers to thrive in data-rich environments—echoing its founding mission to simplify and automate for profitability.[3]
Based has raised $4.0M in total across 1 funding round.
Based's investors include AET Fund.
Based has raised $4.0M across 1 funding round. Most recently, it raised $4.0M Seed in August 2022.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Aug 1, 2022 | $4.0M Seed | AET Fund |