• Aubrey Lehrmann

This is The Basis Minute, November edition!

Welcome to The Basis Minute, our monthly newsletter written specifically for Basis users. Each month, we’re excited to deliver Basis resources, product updates, industry articles, training, and more to your inboxes.

Basis Updates

Basis is constantly improving. We've recently released:

Related Audiences give you the scale and performance needed to meet a campaign's KPI, and provide a good alternative to choosing third-party segments based on intuition or by chance. Check out more here.

New Naming Convention Organization lets you set naming conventions for one or multiple clients at once! Read more here.

Campaign Creation is even easier! When “Creating campaigns from existing,” you can now choose to include groups and tactics and also carry over any optimizations. More information is available here.

Labels for Basis Assistant allow you to add one or many labels, similar to how you add a #hashtag to a social media post. Labels then become filters users can summarize info by, when exporting logs, allowing you to gain insight. Learn more about it here.


We Invest in You

Whether it’s enhancing Basis’ capabilities, creating educational resources, or providing Raving Fan Service, Centro is always working to help your organization grow and succeed.

New updates. Every week.

Did you know that we update Basis every week? From an enhanced dashboard to smaller design improvements, our technology team is constantly finding creative ways to improve your experience with Basis. All our 2020 features and integrations can be reviewed at (there’s a lot!).

When the world changed, so did we.

Our award-winning training program Centro Certified went fully virtual this year. The best part? 652 participants across North America, South America and Europe have been able to join us to learn as a group. Additionally, our monthly webinars feature industry experts that give us their perspective on hot topics. These webinars can be viewed anytime on our website.

Providing Raving Fan Service is in our DNA.

If you aren’t raving about our people and our products, we have not achieved the level of customer happiness for which we strive. There are over 400 Centrons dedicated to helping you maximize your experience with Basis and navigate the complexities of digital media.

We aren’t done yet.

2020 isn’t over, and in the next months you can expect to see visual changes implemented to make Basis more interactive, new partners added for campaign targeting, and more stimulating conversations published for you to tune in.

Always evolving. Always innovating. For you. Find out more about how we invest in you here.

Basis in the News

Basis is a Challenger in the 2020 Gartner Magic Quadrant for Ad Tech!

Centro has been positioned as a Challenger in the recently released 2020 Gartner Magic Quadrant for Ad Tech. Gartner is one of the most influential analyst firms for the technology industry and offers unbiased views and evaluations.

A Leader in all 5 categories

Centro continues to attain No. 1 rank for Demand Side Platform and is now leading in every G2 category it is featured in: Demand Side Platform, Cross-Channel Advertising, Video Advertising, Mobile Advertising, and Display Advertising.

PMP Spotlight

Live Sports PMP Deals

Stadiums may be missing fans, but sports are back! Did you know that 46% of live sports viewers prefer to stream sports on a big screen? Basis can help you find more of the 47.1MM Live Sports CTV viewers on the screen they prefer using our Live Sports PMP Deals.

Looking for more info on Live Sports and Connected TV inventory? View our Live Sports Overview.

Upcoming webinars

Basis Success Webinar:

New for 2021, we are updating the format for our Basis Success webinars. Our webinars will now cover a demo of recent releases and dive into a topic relevant to our Basis users.

The Basis Top 5: Our favorite releases from 2020

Tuesday, January 12, 2021 // 1-1:30pm CST

Join Basis expert Kevin Jacobsen as we review the top 5 feature releases from the past year. Then Basis Solutions director Mike Destree will demo the recent Basis features. Keep your eye on your inbox for an invitation in the New Year.

Recent content

Audio consumption is one among many consumer habits that have transformed in 2020. Audio content is booming, with 62% of listeners streaming more audio, and 29% streaming more podcasts, than ever before.

Join Spotify’s Brad Grealy to hear the latest listening insights from 2020, and find out how to innovate with audio in 2021. Listen in here.

After weathering 2020, agency and technology professionals are seeing a comeback. Join guest speaker, Forrester Principal Analyst and former agency executive Jay Pattisall, for a conversation about how agencies and marketers will evolve their relationships and performance in 2021 and beyond. Catch up now.

Centro Certified for today’s media landscape

Stay tuned for exciting news on our innovative plans for Centro Certified in 2021!

Listen Here!

AdTech Unfiltered with Noor Naseer:

New episode: Committing to Professional Growth with Jeffery Smith

Accomplished tech leader, speaker, and author Jeffery Smith joins the podcast to discuss finding new ways to grow during COVID-19, what authentic tech leadership looks like, and how to not let the pandemic—or your mindset—hold you back from career growth. Listen now.

On Our Reading List

DIAL: Digital Innovations Awesome 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). Read the latest DIAL.

SMILE: Social Media Innovations List Email

Centro’s VP of Paid Social, Amy Rumpler, recommends taking a look at social trends and updates in the Social Media Innovations List Email (SMILE). Check out the newest SMILE.

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.

Product feedback: We’re all ears! Please share any thoughts or ideas you have with your CSM.

Newsletter: Feel free to share any feedback or comments.

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

Life is better with Basis,

Your Centro Team

  • Gabriel Ribadeneira L

Naming Conventions

Create naming formulas across all your Clients in Basis with the new Naming Conventions option.

Under My Organization, navigate to Naming Conventions, and establish the desired formula.

Next, you will be able to choose what Client(s) you want this to be available for, saving you the time of creating the same naming convention for each Client.

When you create a new Client in the future, you can come back to this section and apply the formula you've already built.

Note that existing naming conventions that have been created for a Client cannot be copied to another Client. If you would like to re-use a naming convention, first create it again in the Naming Conventions tab and apply it to all the Clients you need to.

What are the benefits of Naming Conventions?

Your data is a valuable resource– naming conventions allow you to strengthen its organization and structure. Maintaining media plans properly labeled, free of mistakes or typos, lets you aggregate and analyze information with agility, export it to third-party sources without errors, and minimize negative down-stream impacts. You can create harmonized records by storing your nomenclature in Basis, as it easily lets you apply it to your campaigns. It also lets you:

  • Streamline third-party ad server integrations

  • Improve communication across individuals and teams by automating standardized taxonomies.

  • Generate cost efficiencies by minimizing down-stream issues resulting from human error.

  • Reduce data loss when exporting to third-party sources without errors.

  • Facilitate decisions–organized data allows you to aggregate and analyze information with agility.

For more information about Naming Conventions, visit our Help Center.

  • Gabriel Ribadeneira L

Campaign Creation

Building campaigns is now easier and faster with the option to include DSP groups and tactics when using the "Create campaign from existing" function.

Joe Loar, Manager, Paid Media + Display from Fathom helped us test this feature; her response was: "THIS IS THE GREATEST THING EVER. Thank you so much for enabling this for us! Saved so much time".

To use the new option -

  • Click on Create Campaign

  • Select Create campaign from existing

  • Find the campaign you want to work with

  • When you choose a media plan, you will have the option to include DSP groups and tactics with optimization rules (if applicable).

More information on how to create campaigns is available in our help center

Labels for Basis Assistant

Learn more about how your time is being spent with the new labels function for Basis Assistant.

When entering an update into Basis Assistant you can add one or many labels, similar to how you add a #hashtag to a social media post. Labeling notes allows you to gain insight into what you and your coworkers are doing, giving you the opportunity to generate efficiencies across your team, identify training opportunities, learn about how your resources are being used, and much more!

You choose the labels you use. A good starting point to determine what labels to use is to consider:

  • What do I (and my organization) want to track or measure?

  • What do I (and my organization) need to collect more information about?

You can then create labels for different categories, for example:

  • Optimization type: did you change the inventory, targeting parameter, or bid? Create a label for each so you can learn which type of optimization you are making more frequently.

  • Audience: is the note you are entering in Basis Assistant for internal communication or something you want to recall for an external report? Having these labels will help you filter the notes in the future so you know what to include.

  • Type: are you using Basis Assistant to keep track of your tasks? Are the notes you enter activities you need to do, an action you have completed, or a change your end-client has requested you to do?

  • Role: associate the notes to the role of the person who is making them - is it the coordinator, the manager, or the director who is entering these notes?

Our testing group shared their favorite aspect of labels with us:

Training opportunities

"Labels can be a way to create suggestions for future campaigns and coaching purposes – by entering notes in Basis Assistant with ideas on what we could have done to improve performance or what we’ve learned and label them accordingly."

- Josh Hill, Digital Marketing Manager

Resource Management

"Labels will allow us to analyze ourselves, identify where and how we are spending our time and how we can create efficiencies. We will be able to provide valuable feedback to our management team on how time is spent in each account we manage."

- Bryn Coan, Digital Media Manager, Lead Marketing Agency


"I was surprised and excited you can create your own labels based on your specific needs, rather than have pre-set labels – as other platforms do. This customization option allows us to create labels in a way that is helpful for our specific workflow."

- Greyson Scudder, Digital Media Buyer, The Ramey Agency

You can add labels to new or existing notes, watch a demo below!

Not using Basis Assistant yet? Install it today!


©2020 Centro, Inc.  Privacy Policy