Basis is claimed to be the first software system that offers a self-learning omni-channel demand side platform integrated with features that automate the entire digital media process. Machine learning is attributed with powering optimisations by using real-time analysis of multiple targeting parameters on all impressions to find the combination of factors with what is claimed to be a high probability of achieving KPIs, and then placing smarter bids for those impressions.

The platform is said to hones the optimisation models uniquely for each brand to give media professionals more time to focus on high-value strategies and business objectives. Also available in Basis, Centro has released bid multipliers to automate higher bidding for impressions with specific targeting attributes that the buyer considers valuable.

“When programmatic buyer is just one of many roles of your media team, Centro’s Basis is essential for managing multiple target audiences, creative units and tactics across numerous campaigns,” commented Tony Piccirilli, digital manager at the Sacramento-based Misfit advertising agency in the US. “The sophistication and comprehensiveness of Centro’s technology aligns perfectly with our data-driven strategy and smart activation we deliver for our clients.”