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  • Aubrey Lehrmann


Happy New Year! This is The Basis Minute, our monthly newsletter written specifically for Basis users. Each month, we’re excited to deliver Basis resources, product updates, industry resources, landscape education, and more straight to your inbox.

Product Releases Our product teams have been busy improving Basis for you! Check out the past month of releases below:

  • The Basis Dashboard [BETA] now includes widgets for Proposals and Insertion Orders

○ The new Dashboard, which is designed to quickly surface information about your Basis campaigns, now includes two new widgets for Proposals and Insertion Orders.


○ To access the new Basis Dashboard [BETA], click the navigation bar in the top left corner of any Basis page and choose Basis Dashboard [BETA] or follow this link.

  • Now Available! Universal Pixel hits

○ Basis users can now see the hits for Universal Pixels for a given time frame. This information can help you understand retargeting scales, set realistic KPIs, and troubleshoot pixel implementation problems.

New Resources and Trainings


Centro Certified is back! Check out the updates to our popular Basis training programs below:

  • Brand new content: The Centro Certified team has increased the course offerings and improved the existing programs.

  • Let's take this show on the road: Centro Certified's popular programs are traveling the US this year! In addition to the home base of Chicago, Centro Certified will make stops in Dallas, Denver, and New York City.

  • The dates are set: Check out the registration links below for program information, locations, and dates.

Which course is right for you? Centro Certified course overviews are below!

Click on the registration links for

  • Basis Foundations : For new Basis users ready to dig into campaign setup and learn basic buying capabilities and new features for direct and DSP campaigns. Register for Basis Foundations here!

  • Basis Foundations 2.0 : For existing Basis clients with a firm understanding of campaign set-up and looking to build a new set of capabilities within Basis. Register for Basis Foundations 2.0 here!

  • Business Development : For agency business development leads Christine Kim is the director of focused on growing and winning new business with the expanded Client Learning for Centro and the capabilities of Basis. Register for Basis for Business Development here! host for Centro Certified

Events

Join us for some exciting and educational events in the future.

  • February 6-7, Basis Foundations in Chicago: We are kicking off the 2020 Centro Certified series with Basis Foundations in Chicago from February 6-7. Join us for Basis Foundations!

  • February 12 at 1:30ET, Spotlight on Reddit, Datorama, and OmniVirt

○ Here at Basis, we are all about educating our clients and users. Oftentimes that means sharing information about the evolving digital media landscape or teaching hands-on-keyboards skills within Basis. It's also important to bring you new and innovative partnership ideas to boost your media success. Periodically, we will be bringing you new and interesting offerings from our vendor partners to inject a little creativity and innovation into your plans.


Join us at 1:30ET on Wednesday, February 12th for our next customer webinar, Spotlight on Reddit, Datorama, and OmniVirt.


Register now!


  • February 25-27, Digiday Media Buying Summit, Palm Springs, CA: Are you attending the Digiday Media Buying Summit in February? If so, stop by our lounge and say hi! We look forward to seeing you.

  • March 5-6, Basis Foundations 2.0 in Chicago: Feeling comfortable with Basis but want to boost your skills? Join us for Basis Foundations 2.0 from March 5-6 in the Windy City. Get more information on Basis Foundations 2.0 here!

Listen here!

New Episode! AdTech Unfiltered with Noor Naseer: Make Media Buying Better (with Tyler Kelly)


In an age where innovation is king, it can be shocking to see

advertisers and agencies stick to the adage, “If it ain’t broke, don’t fix it.” Yet, media buyers are often stuck using the same tools and systems that were in vogue over a decade ago


Centro’s President, Tyler Kelly, has a different approach: He knows that the system is broken and is already working hard to offer solutions. In this episode, Kelly speaks with host, Noor Naseer, about innovating in a hypercompetitive marketplace, accommodating the shifting expectations of marketers, and attracting new generations of talent.


The episode is available now via Apple Podcasts, Google Podcasts, Spotify and wherever you listen to podcasts. Search for ‘AdTech Unfiltered’ in your favorite podcasting app to subscribe.















Big news! Basis is now certified by Hulu!

Say hello to Hulu! Basis is now certified to buy on Hulu’s private marketplace (PMP). Basis customers that secure approval from Hulu gain cross-channel video advertising capabilities through programmatic ad buys that reach 72 million viewers watching on connected TVs and other devices.


“Advertisers deserve choice and control in their transaction experience,” said Doug Fleming, Head of Advanced TV at Hulu. “Adding Centro’s Basis as a certified DSP partner offers advertisers yet another opportunity to reach their target audiences with efficiency on Hulu via our Advanced TV platform.”


Buying on Hulu’s PMP allows you to:

  • Activate campaigns in real-time to reach millions of authenticated subscribers viewing premium, brand-safe video on-demand or live

  • Deliver targeted messages to customers on visually engaging ad units served within high-production environments

  • Leverage Hulu’s data-driven audience segments based on user demographics, interests, behaviors, location, and a variety of other factors

Interested in getting approved by Hulu? Please reach out to your Customer Success Manager for more information.

Spotlight: For Variant, doing well means doing good.

Variant is different by design. As an end-to-end digital agency, Variant specializes in creative and media services and ties them together with the thread of meaningful human connection. To Variant, “meaningful human connection” is more than a marketing strategy—their modern business model is founded on making a positive social impact and the agency donates hours, media, and money to community initiatives. After founding and subsequently selling his first media company, Matt Parker set out to build something different in the media world—an agency whose margins yield social good. He put together a team of passionate media and creative experts, but Matt needed a platform that could enable Variant to live up to their potential and make the impact they were capable of in order to give back.

Enter Basis. Basis has enabled Variant’s team to get out of the weeds and deliver on those meaningful human connections. “Basis has literally everything. We have third party data lists, a massive amount of different vendors, private marketplace deals, and a ton of partnerships that are available from day one. We don’t have multiple ad tech vendors—it’s all in Basis.”


“[Basis] was just a complete system. It was easy to use. At the time, all I wanted to do was put a piece of software in front of team and have them say, ‘we love it.’ Fortunately, we didn’t to go through tons of options to figure out that Basis was a great fit for us.” —Matt Parker, Founder of Variant


As Variant continues to grow and succeed, their impact on the community will too! Basis is proud to stand with them in their mission to give back.

Connect with Matt on LinkedIn or reach out to letstalk@variantads.com.

What's on our reading list:


Our fabulous Media Innovations team, Ryan Manchee, Noor Naseer, and Christine Kim are always on the cutting edge. Check out their recommendations on what to read from this month’s Digital Innovations Awesome List (DIAL):

  • Top Marketing Trends for 2020 [:05] With constant updates, new techniques, and changes to algorithms, the digital marketing world moves fast to keep up with the trends. Fortune predicts that the following will be marketing trends for 2020: shoppable posts, virtual and augmented reality, interactive content, personalization, Google Ads Smart Bidding, content marketing, video content, and SERP position zero.

  • LUMA’s State of Digital Marketing 2019 [:20] As 2019 comes to a close, the LUMA team releases its annual State of Digital Marketing report, breaking down the winners and losers of 2019 in IPOs, what the ecosystem looked like in 2019 and how it will change in 2020, and how digital media will be impacted by the latest privacy laws.

  • Why PayPal’s Acquisition Of Rewards Platform Honey Is A Big Deal [:06] Paypal acquired Honey for $4 billion, making it PayPal’s largest acquisition to date. Honey is profitable and most valuable is that PayPal will now have access to shopper data which will allow for personalization in the future.

We’re listening!

Feedback makes us better. If you have something to share with us, praise or where we can improve, please don’t hesitate to reach out. You can also send any feedback to me and I will route it to the correct channels.

Love being a Basis customer? We want to hear from you! Please reply to me and we can set up time for you to share your story with us.

Life is better with Basis, Your Centro Team

  • Aubrey Lehrmann

Please find the newly released Basis features below:

  • The Basis Dashboard [BETA] now includes new widgets for Proposals and Insertion Orders! The new Dashboard is designed to quickly surface information about your Basis campaigns, personalized to you.

  • Users can now see hits against their Universal Pixels for a given timeframe.


  • Aubrey Lehrmann


The Basis Minute, November edition! Hi Basis friends! This is The Basis Minute, our monthly newsletter written specifically for Basis users. Each month, we’re excited to deliver Basis resources, product updates, industry resources, landscape education, and more straight to your inbox.

Product Releases Our product teams have been busy improving Basis for you! Check out the past month of releases below:

  • Now Available! Dashboard (Beta)

○ Upon logging into Basis, you will have a customized experience! The dashboard hosts a collection of widgets, and a comments feed to connect team members, increase productivity and add focus. Expect additional widgets in the coming months!


  • Now Available! Factual Audience Designer integration

○ Factual’s Audience solution lets you deliver ads to mobile users based on previous real-world behaviors. Now you can create your own Factual Audience segments directly in Basis from the Inventory Directory.







New Resources and Trainings Our Centro Institute team has developed some new tutorials to get you up-to-speed or brush up on Basis.

  • Basis Tutorials: Workflow

  • Basis Tutorials: DSP

  • The password for all showcases and videos is BasisTutorial2019!

Events Join us for some exciting and educational events in the future.

  • Centro Certified: Our fantastic certification events will be back in 2020! The team is setting the schedule now. Stay tuned for dates.

  • Dallas! Meet us in Dallas at the Digital Summit from 12/2 - 12/4 at the Irving Convention Center.

Missed an event? Catch up on our recent activity below.

  • Webinar: Leveraging Basis for New Business Pitches

○ Winning new business is complicated and intense! Basis can help make your pitch stand out from the rest. In a world where you're asked to squeeze margins and shave down CPMs, it can seem like a race to the bottom. Basis can help you bring innovation and creativity back to the new business process.

Webinar recording | Please use the password: Basis4NewBiz

Leveraging Basis for New Business Pitches (Basis-branded slides) | Please use the password: Basis4NewBiz

Leveraging Ad Tech for New Business Pitches (white-labeled slides) | Please use the password: Basis4NewBiz

Product tour video


  • Webinar: The Future of Automation

○ Earlier this year, the 4As set out to create a 360-degree view on the future of programmatic and other forms of automation. In partnership with The 614 Group, Centro is now helping to share the findings of this report to increase awareness of how automation will continue to impact business.

■ Catch up to the future here.


  • Webinar: How to Harness the Power of Data

○ Data is the most powerful asset marketers have available to them. At the same time, using that data effectively is one of the most challenging aspects of the job. In this month’s webinar, we’ll share the marketer’s blueprint for data strategy.

■ The recording can be found here.

Listen here!

New Episode! AdTech Unfiltered with Noor Naseer: Selling the American

Dream (with James Schwartz)


James Schwarz is tasked to do a whole lot more than sell the American dream. He’s helping people fulfill the goal of buying and selling property across the globe in over 100 countries. He’s also working to attract and retain realtors by providing innovative marketing tools that help close deals. As VP of Marketing & Media Strategies at RE/MAX, Schwartz oversees digital marketing, media and creative services for the noted real estate company’s more than 6,800 offices and over 100,000 agents. James shares the challenges the company faces in a crowded and competitive marketplace and how RE/MAX is making it easy for realtors to use digital tactics to get in front of prospective buyers and sellers. The episode is available now via Apple Podcasts, Google Podcasts, Spotify and wherever you listen to podcasts. Search for ‘AdTech Unfiltered’ in your favorite podcasting app to subscribe.


















Spotlight on...

We’ve joined forces with OmniVirt to introduce an innovative opportunity to help you level up campaign performance in Basis. OmniVirt can transform your existing display assets into 3D ads for better performance. Check out their demo to see an example of a 3D ad!


How it works:

  • OmniVirt receives your JPG or PSD display asset and converts into 3D.

  • An HTML5 ad tag (for each display asset) is then served across your desired inventory through Basis.

  • These awesome units are served in existing display inventory and are the same size as the original display assets.

  • A serving fee is charged and scales down based on impression volume.






Results: Brands like Paramount Pictures, Facebook, and Little Caesar's are seeing 30-300% increases in digital KPIs, including click-through rate and conversions.

To get started, contact Michael Rucker at michael@omnivirt.com.

What's on our reading list:

Our fabulous Media Innovations team, Ryan Manchee, Noor Naseer, and Christine Kim are always on the cutting edge. Check out their recommendations on what to read from this month’s Digital Innovations Awesome List (DIAL):


  • Can Contextual Targeting Replace Third-Party Cookies?

  • As the California Consumer Privacy Act goes into effect in January of 2020, companies are preparing for advertisers to use more contextual targeting. While some agencies believe that contextual targeting is only a band-aid, others believe that the level of contextual targeting will become more sophisticated. For example, advertisers can create dynamic keyword targeting lists in 33 different languages that automatically get updated based on what’s likely to achieve higher performance and reach.


  • Solving OOH's attribution problem takes on new urgency amid a renaissance

  • With OOH being one of the few non-digital categories growing (4.5% in 2018 over 2017, upwards of $8 billion), the challenge around attribution remains one of the channel’s biggest challenges, with brands are unsure how to measure how many people actually saw an ad and what, if any, impact it had on the viewer. As lines continue to blur between traditional and digital ad buying and execution, new innovations in measurement are offering ways for savvy marketers to more deeply understand the impact of OOH.

Centro’s VP of Paid Social, Amy Rumpler, recommends reading through the following articles in her Social Media Innovation List E-mail (SMILE):

○ In a September 2019 survey of US Teens, 2% said TikTok is the social platform they use most often

○ 12% of internet users from 16-64 in North America used TikTok in Q2 2019

○ 63% of the apps users are in the Asia-Pacific region (not including China)

○ Brand safety issues, content censorship and privacy concerns may hold some brands back from investing in the platform

○ Douyin, older sibling to TikTok, is starting to affect usage of WeChat in some demographics: new features such as shopping integrations and more quality content are helping to drive engagement.

○ In the US, TikTok is the ninth-largest mobile social media pp among adults, with a unique visitor count of 37% of Twitter, 15% of Snapchat, and 10% of Facebook/Instagram.

○ 75% of US adults say they watch video on YouTube, 56% choose Facebook, and 8% use TikTok.

○ 17% of internet users 10 to 17 check the app daily, ranking it 14th of all apps surveyed (YouTube, Netflix, Instagram, Facebook, Snapchat, Amazon Prime, Hulu, Fortnite, Twitter and Candy Crush rounded out the top 10.)


  • Facebook Report: Video Streaming Trends

  • Facebook commissioned Accenture to find out how video streaming trends are playing out in key markets across the globe. Aside from providing important data points on how video streaming users in each market are consuming content across one or more services, the report also breaks down the key takeaways marketers should keep in mind when creating content and channel strategies.


  • Verizon to Pre-Install Snapchat on 5G Phones

  • The two compVerizon to Pre-Install Snapchat on 5G Phonesanies recently announced a partnership that will give Verizon ad placement in Snap Originals programming, and will allow the company to work with Verizon’s 5G Labs to build AR experiences for live events and Verizon marketing activations. On the flip side, Verizon aims to show off their 5G tech by allowing the app, their filters and AR to load quickly on new devices. This move has interesting timing, as Fast Company also recently published excerpts from a report that shows the demographic growing the most of the platform is no longer the 11 to 17 year old set, but in fact the above 35 year old crowd.


We’re listening!

Feedback makes us better. If you have something to share with us, praise or where we can improve, please don’t hesitate to reach out. You can also send any feedback to me and I will route it to the correct channels.

Love being a Basis customer? We want to hear from you! Please reply to me and we can set up time for you to share your story with us.

Life is better with Basis, Your Centro Team