# Basis, illumin vs The Trade Desk Comparison

| | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Star Rating** | 4.5 out of 5 | 4.4 out of 5 | 4.4 out of 5 | 
| **Total Reviews** | 287 | 134 | 168 | 
| **Largest Market Segment** | Small-Business (63.1% of reviews) | Small-Business (57.9% of reviews) | Mid-Market (43.7% of reviews) | 
| **Entry Level Price** | No pricing available | Contact Us | Contact Us | 

---
## Top Pros & Cons

### Basis

Pros:
- Account Management (3 reviews)
- Ease of Use (3 reviews)

Cons:
- Poor Usability (3 reviews)
- Complex User Interface (2 reviews)

### illumin

Pros:
- Ease of Use (23 reviews)
- Features (21 reviews)

Cons:
- Poor Reporting (9 reviews)
- Learning Curve (8 reviews)

### The Trade Desk

Pros:
- Features (35 reviews)
- Ease of Use (30 reviews)

Cons:
- Learning Curve (21 reviews)
- Expensive (15 reviews)

---
## Ratings Comparison
| Rating | Basis | illumin | The Trade Desk | 
|---|---|---|---|
  | **Meets Requirements** | 8.7 (239 reviews) | 8.3 (113 reviews) | 8.6 (144 reviews) | 
  | **Ease of Use** | 8.3 (242 reviews) | 8.3 (109 reviews) | 8.1 (141 reviews) | 
  | **Ease of Setup** | 8.1 (157 reviews) | 8.2 (92 reviews) | 8.3 (107 reviews) | 
  | **Ease of Admin** | 8.2 (148 reviews) | 8.4 (70 reviews) | 8.3 (74 reviews) | 
  | **Quality of Support** | 9.5 (238 reviews) | 9.2 (113 reviews) | 8.9 (143 reviews) | 
  | **Has the product been a good partner in doing business?** | 9.4 (151 reviews) | 9.1 (78 reviews) | 8.8 (78 reviews) | 
  | **Product Direction (% positive)** | 9.2 (240 reviews) | 9.1 (112 reviews) | 8.7 (138 reviews) | 

---
## Pricing

### Basis

#### Entry-Level Pricing

No pricing available

#### Free Trial

No information available

### illumin

#### Entry-Level Pricing

Plan: SELF-SERVICE

Price: Contact Us

Description: Take control of your journey


Key Features:
- Control: You get hands-on keyboard training and the opportunity to master every campaign feature. Who knew programmatic strategy could be so exhilarating?  
- Savings: C’mon, why pay someone to manage your campaign?
- Flexibility: We offer robust out-of-the-box solutions with oodles of opportunities to tinker, test, and tweak.

[Browse all 2 editions](https://www.g2.com/products/illumin-illumin/pricing)

#### Free Trial

No

### The Trade Desk

#### Entry-Level Pricing

Plan: The Trade Desk Pricing Overview

Price: Contact Us

Key Features:
- Ad Serving
- Audience Building
- Forecasting

[Learn more about The Trade Desk](https://www.g2.com/products/the-trade-desk/reviews)

#### Free Trial

No

---
## Features Comparison By Category

### Display Advertising

| Product | Score | Reviews |
|---|---|---|
| **Basis** | 8.4/10 | 232 |
| **illumin** | 8.0/10 | 108 |
| **The Trade Desk** | 8.6/10 | 123 |

#### Channel Functionality

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Display Functionality** | 9.0 (80 reviews) | 8.5 (62 reviews) | 8.8 (82 reviews) | 

#### Platform Interoperability

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Close Ecosystem API** | Feature Not Available | 7.4 (45 reviews) | 8.2 (50 reviews) | 

#### Agentic AI - Display Advertising

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 8.9 (15 reviews) | 
| **Multi-step Planning** | Not enough data | Not enough data | 9.2 (14 reviews) | 
| **Cross-system Integration** | Not enough data | Not enough data | 8.8 (14 reviews) | 
| **Adaptive Learning** | Not enough data | Not enough data | 8.8 (15 reviews) | 
| **Proactive Assistance** | Not enough data | Not enough data | 8.7 (15 reviews) | 
| **Decision Making** | Not enough data | Not enough data | 8.5 (14 reviews) | 

#### Campaign Management

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Campaign Dashboard** | 8.1 (192 reviews) ✓ Verified | 8.1 (85 reviews) | 7.9 (108 reviews) ✓ Verified | 
| **Campaign Optimization** | 8.3 (190 reviews) ✓ Verified | 8.1 (88 reviews) | 8.4 (105 reviews) ✓ Verified | 
| **Reach** | 8.6 (187 reviews) ✓ Verified | 8.2 (91 reviews) | 8.5 (104 reviews) ✓ Verified | 
| **Bulk Editing** | 7.6 (177 reviews) ✓ Verified | 7.7 (77 reviews) | 7.7 (101 reviews) ✓ Verified | 
| **Batch Uploading** | 7.8 (166 reviews) ✓ Verified | 7.9 (77 reviews) | 7.9 (102 reviews) ✓ Verified | 
| **Brand Safety** | 8.5 (183 reviews) ✓ Verified | 8.5 (81 reviews) | 8.6 (88 reviews) ✓ Verified | 
| **Fraud Protection** | 8.4 (170 reviews) ✓ Verified | 8.3 (77 reviews) | 8.6 (88 reviews) ✓ Verified | 
| **Frequency Capping** | 8.8 (184 reviews) ✓ Verified | 8.4 (82 reviews) | 8.6 (91 reviews) ✓ Verified | 
| **Budget Pacing** | 8.3 (190 reviews) ✓ Verified | 8.3 (90 reviews) | 8.3 (103 reviews) ✓ Verified | 
| **Creative Optimization** | 8.0 (166 reviews) ✓ Verified | 8.0 (77 reviews) | 7.9 (84 reviews) ✓ Verified | 
| **Rich Media Capabilties** | 8.3 (137 reviews) ✓ Verified | 8.3 (73 reviews) | 8.0 (89 reviews) ✓ Verified | 
| **In-App Ads** | 8.8 (82 reviews) ✓ Verified | 7.8 (70 reviews) | 8.2 (89 reviews) ✓ Verified | 
| **Mobile Rich Media Capabilities** | 8.3 (68 reviews) ✓ Verified | 8.1 (67 reviews) | 7.9 (90 reviews) ✓ Verified | 

#### Targeting

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Targeting** | 8.9 (193 reviews) ✓ Verified | 8.2 (96 reviews) | 8.8 (103 reviews) ✓ Verified | 
| **Retargeting** | 8.9 (182 reviews) ✓ Verified | 8.2 (86 reviews) | 8.7 (97 reviews) ✓ Verified | 
| **Geo-Targeting** | 8.7 (187 reviews) ✓ Verified | 8.4 (85 reviews) | 8.8 (98 reviews) ✓ Verified | 
| **Contextual Targeting** | 8.4 (181 reviews) ✓ Verified | 8.0 (85 reviews) | 8.6 (84 reviews) ✓ Verified | 

#### Platform

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **API / Integrations** | 7.2 (122 reviews) ✓ Verified | 7.2 (70 reviews) | 8.1 (81 reviews) ✓ Verified | 
| **Custom Reports** | 7.0 (171 reviews) ✓ Verified | 7.7 (84 reviews) | 7.6 (97 reviews) ✓ Verified | 
| **User, Role, and Access Management** | 8.6 (112 reviews) ✓ Verified | 8.4 (81 reviews) | 8.5 (94 reviews) | 
| **Performance and Reliability** | 8.6 (188 reviews) ✓ Verified | 8.1 (90 reviews) | 8.5 (97 reviews) ✓ Verified | 
| **Enterprise Scalability** | 8.5 (142 reviews) ✓ Verified | 8.0 (75 reviews) | 8.5 (89 reviews) ✓ Verified | 
| **Customization** | 8.2 (38 reviews) | 7.6 (78 reviews) | 8.1 (90 reviews) ✓ Verified | 
| **Workflow Capability** | 8.2 (140 reviews) ✓ Verified | 8.0 (78 reviews) | 8.1 (82 reviews) ✓ Verified | 
| **Internationalization** | 8.5 (105 reviews) ✓ Verified | 7.6 (69 reviews) | 8.1 (83 reviews) ✓ Verified | 
| **Notifications** | 7.4 (154 reviews) ✓ Verified | 7.4 (71 reviews) | 8.0 (88 reviews) ✓ Verified | 

### Mobile Advertising

| Product | Score | Reviews |
|---|---|---|
| **Basis** | 8.6/10 | 231 |
| **illumin** | N/A | N/A |
| **The Trade Desk** | 8.9/10 | 121 |

#### Platform Interoperability

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Close Ecosystem API** | Feature Not Available | Not enough data | 8.3 (32 reviews) | 

#### Mobile Functionality

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Mobile Functionality** | 9.0 (66 reviews) | Not enough data | 9.0 (54 reviews) | 

#### Agentic AI - Mobile Advertising

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 9.0 (7 reviews) | 
| **Multi-step Planning** | Not enough data | Not enough data | 9.5 (7 reviews) | 
| **Cross-system Integration** | Not enough data | Not enough data | 9.3 (7 reviews) | 
| **Adaptive Learning** | Not enough data | Not enough data | 9.6 (8 reviews) | 
| **Proactive Assistance** | Not enough data | Not enough data | 9.5 (7 reviews) | 
| **Decision Making** | Not enough data | Not enough data | 9.6 (8 reviews) | 

#### Campaign Management

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Campaign Dashboard** | 8.1 (192 reviews) ✓ Verified | 8.1 (85 reviews) | 7.9 (108 reviews) ✓ Verified | 
| **Campaign Optimization** | 8.3 (190 reviews) ✓ Verified | 8.1 (88 reviews) | 8.4 (105 reviews) ✓ Verified | 
| **Reach** | 8.6 (187 reviews) ✓ Verified | 8.2 (91 reviews) | 8.5 (104 reviews) ✓ Verified | 
| **Bulk Editing** | 7.6 (177 reviews) ✓ Verified | 7.7 (77 reviews) | 7.7 (101 reviews) ✓ Verified | 
| **Batch Uploading** | 7.8 (166 reviews) ✓ Verified | 7.9 (77 reviews) | 7.9 (102 reviews) ✓ Verified | 
| **Brand Safety** | 8.5 (183 reviews) ✓ Verified | 8.5 (81 reviews) | 8.6 (88 reviews) ✓ Verified | 
| **Fraud Protection** | 8.4 (170 reviews) ✓ Verified | 8.3 (77 reviews) | 8.6 (88 reviews) ✓ Verified | 
| **Frequency Capping** | 8.8 (184 reviews) ✓ Verified | 8.4 (82 reviews) | 8.6 (91 reviews) ✓ Verified | 
| **Budget Pacing** | 8.3 (190 reviews) ✓ Verified | 8.3 (90 reviews) | 8.3 (103 reviews) ✓ Verified | 
| **Creative Optimization** | 8.0 (166 reviews) ✓ Verified | 8.0 (77 reviews) | 7.9 (84 reviews) ✓ Verified | 
| **Rich Media Capabilties** | 8.3 (137 reviews) ✓ Verified | 8.3 (73 reviews) | 8.0 (89 reviews) ✓ Verified | 
| **In-App Ads** | 8.8 (82 reviews) ✓ Verified | 7.8 (70 reviews) | 8.2 (89 reviews) ✓ Verified | 
| **Mobile Rich Media Capabilities** | 8.3 (68 reviews) ✓ Verified | 8.1 (67 reviews) | 7.9 (90 reviews) ✓ Verified | 

#### Targeting

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Targeting** | 8.9 (193 reviews) ✓ Verified | 8.2 (96 reviews) | 8.8 (103 reviews) ✓ Verified | 
| **Retargeting** | 8.9 (182 reviews) ✓ Verified | 8.2 (86 reviews) | 8.7 (97 reviews) ✓ Verified | 
| **Geo-Targeting** | 8.7 (187 reviews) ✓ Verified | 8.4 (85 reviews) | 8.8 (98 reviews) ✓ Verified | 
| **Contextual Targeting** | 8.4 (181 reviews) ✓ Verified | 8.0 (85 reviews) | 8.6 (84 reviews) ✓ Verified | 

#### Mobile

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Mobile Tracking** | 8.9 (62 reviews) | Not enough data | 8.5 (50 reviews) | 
| **In-App Ads** | 8.8 (82 reviews) ✓ Verified | 7.8 (70 reviews) | 8.2 (89 reviews) ✓ Verified | 
| **Mobile Rich Media Capabilities** | 8.3 (68 reviews) ✓ Verified | 8.1 (67 reviews) | 7.9 (90 reviews) ✓ Verified | 

#### Platform

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **API / Integrations** | 7.2 (122 reviews) ✓ Verified | 7.2 (70 reviews) | 8.1 (81 reviews) ✓ Verified | 
| **Custom Reports** | 7.0 (171 reviews) ✓ Verified | 7.7 (84 reviews) | 7.6 (97 reviews) ✓ Verified | 
| **User, Role, and Access Management** | 8.6 (112 reviews) ✓ Verified | 8.4 (81 reviews) | 8.5 (94 reviews) | 
| **Performance and Reliability** | 8.6 (188 reviews) ✓ Verified | 8.1 (90 reviews) | 8.5 (97 reviews) ✓ Verified | 
| **Enterprise Scalability** | 8.5 (142 reviews) ✓ Verified | 8.0 (75 reviews) | 8.5 (89 reviews) ✓ Verified | 
| **Customization** | 8.2 (38 reviews) | 7.6 (78 reviews) | 8.1 (90 reviews) ✓ Verified | 
| **Workflow Capability** | 8.2 (140 reviews) ✓ Verified | 8.0 (78 reviews) | 8.1 (82 reviews) ✓ Verified | 
| **Internationalization** | 8.5 (105 reviews) ✓ Verified | 7.6 (69 reviews) | 8.1 (83 reviews) ✓ Verified | 
| **Notifications** | 7.4 (154 reviews) ✓ Verified | 7.4 (71 reviews) | 8.0 (88 reviews) ✓ Verified | 

### Video Advertising

| Product | Score | Reviews |
|---|---|---|
| **Basis** | 8.6/10 | 232 |
| **illumin** | 7.9/10 | 108 |
| **The Trade Desk** | 8.3/10 | 119 |

#### Platform Interoperability

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Close Ecosystem API** | Feature Not Available | 7.1 (34 reviews) | 8.0 (43 reviews) | 

#### Video Functionality

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Video Functionality** | 8.7 (65 reviews) | 8.2 (47 reviews) | 8.6 (62 reviews) | 

#### Agentic AI - Video Advertising

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 7.9 (13 reviews) | 
| **Multi-step Planning** | Not enough data | Not enough data | 8.2 (15 reviews) | 
| **Cross-system Integration** | Not enough data | Not enough data | 8.3 (14 reviews) | 
| **Adaptive Learning** | Not enough data | Not enough data | 8.2 (13 reviews) | 
| **Proactive Assistance** | Not enough data | Not enough data | 8.2 (13 reviews) | 
| **Decision Making** | Not enough data | Not enough data | 8.3 (15 reviews) | 

#### Campaign Management

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Campaign Dashboard** | 8.1 (192 reviews) ✓ Verified | 8.1 (85 reviews) | 7.9 (108 reviews) ✓ Verified | 
| **Campaign Optimization** | 8.3 (190 reviews) ✓ Verified | 8.1 (88 reviews) | 8.4 (105 reviews) ✓ Verified | 
| **Reach** | 8.6 (187 reviews) ✓ Verified | 8.2 (91 reviews) | 8.5 (104 reviews) ✓ Verified | 
| **Bulk Editing** | 7.6 (177 reviews) ✓ Verified | 7.7 (77 reviews) | 7.7 (101 reviews) ✓ Verified | 
| **Batch Uploading** | 7.8 (166 reviews) ✓ Verified | 7.9 (77 reviews) | 7.9 (102 reviews) ✓ Verified | 
| **Brand Safety** | 8.5 (183 reviews) ✓ Verified | 8.5 (81 reviews) | 8.6 (88 reviews) ✓ Verified | 
| **Fraud Protection** | 8.4 (170 reviews) ✓ Verified | 8.3 (77 reviews) | 8.6 (88 reviews) ✓ Verified | 
| **Frequency Capping** | 8.8 (184 reviews) ✓ Verified | 8.4 (82 reviews) | 8.6 (91 reviews) ✓ Verified | 
| **Budget Pacing** | 8.3 (190 reviews) ✓ Verified | 8.3 (90 reviews) | 8.3 (103 reviews) ✓ Verified | 
| **Creative Optimization** | 8.0 (166 reviews) ✓ Verified | 8.0 (77 reviews) | 7.9 (84 reviews) ✓ Verified | 
| **Rich Media Capabilties** | 8.3 (137 reviews) ✓ Verified | 8.3 (73 reviews) | 8.0 (89 reviews) ✓ Verified | 
| **In-App Ads** | 8.8 (82 reviews) ✓ Verified | 7.8 (70 reviews) | 8.2 (89 reviews) ✓ Verified | 
| **Mobile Rich Media Capabilities** | 8.3 (68 reviews) ✓ Verified | 8.1 (67 reviews) | 7.9 (90 reviews) ✓ Verified | 

#### Targeting

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Targeting** | 8.9 (193 reviews) ✓ Verified | 8.2 (96 reviews) | 8.8 (103 reviews) ✓ Verified | 
| **Retargeting** | 8.9 (182 reviews) ✓ Verified | 8.2 (86 reviews) | 8.7 (97 reviews) ✓ Verified | 
| **Geo-Targeting** | 8.7 (187 reviews) ✓ Verified | 8.4 (85 reviews) | 8.8 (98 reviews) ✓ Verified | 
| **Contextual Targeting** | 8.4 (181 reviews) ✓ Verified | 8.0 (85 reviews) | 8.6 (84 reviews) ✓ Verified | 

#### Platform

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **API / Integrations** | 7.2 (122 reviews) ✓ Verified | 7.2 (70 reviews) | 8.1 (81 reviews) ✓ Verified | 
| **Custom Reports** | 7.0 (171 reviews) ✓ Verified | 7.7 (84 reviews) | 7.6 (97 reviews) ✓ Verified | 
| **User, Role, and Access Management** | 8.6 (112 reviews) ✓ Verified | 8.4 (81 reviews) | 8.5 (94 reviews) | 
| **Performance and Reliability** | 8.6 (188 reviews) ✓ Verified | 8.1 (90 reviews) | 8.5 (97 reviews) ✓ Verified | 
| **Enterprise Scalability** | 8.5 (142 reviews) ✓ Verified | 8.0 (75 reviews) | 8.5 (89 reviews) ✓ Verified | 
| **Customization** | 8.2 (38 reviews) | 7.6 (78 reviews) | 8.1 (90 reviews) ✓ Verified | 
| **Workflow Capability** | 8.2 (140 reviews) ✓ Verified | 8.0 (78 reviews) | 8.1 (82 reviews) ✓ Verified | 
| **Internationalization** | 8.5 (105 reviews) ✓ Verified | 7.6 (69 reviews) | 8.1 (83 reviews) ✓ Verified | 
| **Notifications** | 7.4 (154 reviews) ✓ Verified | 7.4 (71 reviews) | 8.0 (88 reviews) ✓ Verified | 

### Digital Audio Advertising

| Product | Score | Reviews |
|---|---|---|
| **Basis** | 8.8/10 | 21 |
| **illumin** | 8.7/10 | 8 |
| **The Trade Desk** | 8.8/10 | 19 |

#### Platform Basics

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Cross-Device Advertising** | 9.0 (20 reviews) | 8.8 (8 reviews) | 9.1 (17 reviews) | 
| **Audio Ad Formats** | 8.8 (20 reviews) | 8.5 (8 reviews) | 8.8 (17 reviews) | 
| **Programmatic Audio** | 8.9 (21 reviews) | 8.3 (8 reviews) | 8.8 (15 reviews) | 
| **Audience Targeting** | 8.8 (20 reviews) | 8.5 (8 reviews) | 9.1 (16 reviews) | 

#### Platform Reporting

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Performance Monitoring** | 8.7 (21 reviews) | 8.8 (8 reviews) | 9.1 (16 reviews) | 
| **Reporting Dashboards** | 8.3 (21 reviews) | 8.3 (8 reviews) | 8.5 (16 reviews) | 
| **Dashboard Exports** | Feature Not Available | 7.9 (8 reviews) | 9.0 (16 reviews) | 
| **Music Genre Reporting** | Feature Not Available | 6.2 (7 reviews) | Feature Not Available | 

#### Agentic AI - Digital Audio Advertising

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 8.7 (10 reviews) | 
| **Multi-step Planning** | Not enough data | Not enough data | 8.9 (9 reviews) | 
| **Cross-system Integration** | Not enough data | Not enough data | 8.7 (10 reviews) | 
| **Adaptive Learning** | Not enough data | Not enough data | 8.5 (9 reviews) | 
| **Proactive Assistance** | Not enough data | Not enough data | 8.6 (11 reviews) | 
| **Decision Making** | Not enough data | Not enough data | 8.8 (10 reviews) | 

### Retail Media Advertising Platforms

| Product | Score | Reviews |
|---|---|---|
| **Basis** | N/A | N/A |
| **illumin** | N/A | N/A |
| **The Trade Desk** | 8.4/10 | 7 |

#### Platform Basics

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Ad Serving Rules** | Not enough data | Not enough data | 8.3 (7 reviews) | 
| **Sponsored Product Listing Ads** | Not enough data | Not enough data | 7.1 (7 reviews) | 
| **Banner Ads** | Not enough data | Not enough data | 8.6 (7 reviews) | 
| **Display Ads** | Not enough data | Not enough data | 9.0 (7 reviews) | 

#### Platform Data

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Reporting Performance Metrics** | Not enough data | Not enough data | 8.6 (7 reviews) | 
| **Data Filtering** | Not enough data | Not enough data | 8.6 (7 reviews) | 
| **Reporting Dashboards** | Not enough data | Not enough data | 8.8 (7 reviews) | 

#### Platform Additional Functionality

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Offline Ads** | Not enough data | Not enough data | 6.9 (7 reviews) | 
| **Video Ads** | Not enough data | Not enough data | 8.6 (7 reviews) | 
| **Team Collaboration** | Not enough data | Not enough data | 8.8 (7 reviews) | 
| **Integrations** | Not enough data | Not enough data | 8.8 (7 reviews) | 

#### Agentic AI - Retail Media Advertising Platforms

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | Not enough data | 
| **Multi-step Planning** | Not enough data | Not enough data | Not enough data | 
| **Cross-system Integration** | Not enough data | Not enough data | Not enough data | 
| **Adaptive Learning** | Not enough data | Not enough data | Not enough data | 
| **Proactive Assistance** | Not enough data | Not enough data | Not enough data | 
| **Decision Making** | Not enough data | Not enough data | Not enough data | 

### Demand Side Platform (DSP)

| Product | Score | Reviews |
|---|---|---|
| **Basis** | 8.2/10 | 233 |
| **illumin** | 8.1/10 | 108 |
| **The Trade Desk** | 8.4/10 | 123 |

#### Demand Side Platforms

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Cross Channel Capabilities ** | 8.6 (29 reviews) | 8.6 (65 reviews) | 8.6 (68 reviews) | 

#### Agentic AI - Demand Side Platform (DSP)

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 8.5 (17 reviews) | 
| **Multi-step Planning** | Not enough data | Not enough data | 8.5 (16 reviews) | 
| **Cross-system Integration** | Not enough data | Not enough data | 8.5 (17 reviews) | 
| **Adaptive Learning** | Not enough data | Not enough data | 8.4 (16 reviews) | 
| **Proactive Assistance** | Not enough data | Not enough data | 8.8 (17 reviews) | 
| **Decision Making** | Not enough data | Not enough data | 8.7 (17 reviews) | 

#### Campaign Management

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Campaign Dashboard** | 8.1 (192 reviews) ✓ Verified | 8.1 (85 reviews) | 7.9 (108 reviews) ✓ Verified | 
| **Campaign Optimization** | 8.3 (190 reviews) ✓ Verified | 8.1 (88 reviews) | 8.4 (105 reviews) ✓ Verified | 
| **Reach** | 8.6 (187 reviews) ✓ Verified | 8.2 (91 reviews) | 8.5 (104 reviews) ✓ Verified | 
| **Bulk Editing** | 7.6 (177 reviews) ✓ Verified | 7.7 (77 reviews) | 7.7 (101 reviews) ✓ Verified | 
| **Batch Uploading** | 7.8 (166 reviews) ✓ Verified | 7.9 (77 reviews) | 7.9 (102 reviews) ✓ Verified | 
| **Brand Safety** | 8.5 (183 reviews) ✓ Verified | 8.5 (81 reviews) | 8.6 (88 reviews) ✓ Verified | 
| **Fraud Protection** | 8.4 (170 reviews) ✓ Verified | 8.3 (77 reviews) | 8.6 (88 reviews) ✓ Verified | 
| **Frequency Capping** | 8.8 (184 reviews) ✓ Verified | 8.4 (82 reviews) | 8.6 (91 reviews) ✓ Verified | 
| **Budget Pacing** | 8.3 (190 reviews) ✓ Verified | 8.3 (90 reviews) | 8.3 (103 reviews) ✓ Verified | 
| **Creative Optimization** | 8.0 (166 reviews) ✓ Verified | 8.0 (77 reviews) | 7.9 (84 reviews) ✓ Verified | 
| **Rich Media Capabilties** | 8.3 (137 reviews) ✓ Verified | 8.3 (73 reviews) | 8.0 (89 reviews) ✓ Verified | 
| **In-App Ads** | 8.8 (82 reviews) ✓ Verified | 7.8 (70 reviews) | 8.2 (89 reviews) ✓ Verified | 
| **Mobile Rich Media Capabilities** | 8.3 (68 reviews) ✓ Verified | 8.1 (67 reviews) | 7.9 (90 reviews) ✓ Verified | 

#### Targeting

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Targeting** | 8.9 (193 reviews) ✓ Verified | 8.2 (96 reviews) | 8.8 (103 reviews) ✓ Verified | 
| **Retargeting** | 8.9 (182 reviews) ✓ Verified | 8.2 (86 reviews) | 8.7 (97 reviews) ✓ Verified | 
| **Geo-Targeting** | 8.7 (187 reviews) ✓ Verified | 8.4 (85 reviews) | 8.8 (98 reviews) ✓ Verified | 
| **Contextual Targeting** | 8.4 (181 reviews) ✓ Verified | 8.0 (85 reviews) | 8.6 (84 reviews) ✓ Verified | 

#### Demand Side Platforms

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Machine Learning Optimization** | 7.8 (135 reviews) ✓ Verified | 8.0 (61 reviews) | 8.5 (86 reviews) ✓ Verified | 
| **Estimate and Projections** | 7.0 (156 reviews) ✓ Verified | 7.8 (59 reviews) | 8.0 (83 reviews) ✓ Verified | 
| **Cross-Device Capabilities** | 8.6 (159 reviews) ✓ Verified | 8.4 (60 reviews) | 8.7 (82 reviews) ✓ Verified | 

#### Platform

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **API / Integrations** | 7.2 (122 reviews) ✓ Verified | 7.2 (70 reviews) | 8.1 (81 reviews) ✓ Verified | 
| **Custom Reports** | 7.0 (171 reviews) ✓ Verified | 7.7 (84 reviews) | 7.6 (97 reviews) ✓ Verified | 
| **User, Role, and Access Management** | 8.6 (112 reviews) ✓ Verified | 8.4 (81 reviews) | 8.5 (94 reviews) | 
| **Performance and Reliability** | 8.6 (188 reviews) ✓ Verified | 8.1 (90 reviews) | 8.5 (97 reviews) ✓ Verified | 
| **Enterprise Scalability** | 8.5 (142 reviews) ✓ Verified | 8.0 (75 reviews) | 8.5 (89 reviews) ✓ Verified | 
| **Customization** | 8.2 (38 reviews) | 7.6 (78 reviews) | 8.1 (90 reviews) ✓ Verified | 
| **Workflow Capability** | 8.2 (140 reviews) ✓ Verified | 8.0 (78 reviews) | 8.1 (82 reviews) ✓ Verified | 
| **Internationalization** | 8.5 (105 reviews) ✓ Verified | 7.6 (69 reviews) | 8.1 (83 reviews) ✓ Verified | 
| **Notifications** | 7.4 (154 reviews) ✓ Verified | 7.4 (71 reviews) | 8.0 (88 reviews) ✓ Verified | 

### Connected TV (CTV) Advertising Platforms

| Product | Score | Reviews |
|---|---|---|
| **Basis** | N/A | N/A |
| **illumin** | N/A | N/A |
| **The Trade Desk** | 8.4/10 | 21 |

#### Platform  - Connected TV (CTV) Advertising Platforms

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Personalized Segmentation** | Not enough data | Not enough data | 8.7 (19 reviews) | 
| **Ad Serving ** | Not enough data | Not enough data | 8.3 (19 reviews) | 
| **Streaming Capabilites** | Not enough data | Not enough data | 8.4 (19 reviews) | 
| **Performance Analytics** | Not enough data | Not enough data | 8.2 (17 reviews) | 

#### Campaign Management - Connected TV (CTV) Advertising Platforms

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Creative Assets** | Not enough data | Not enough data | 8.7 (17 reviews) | 
| **Campaign Dashboard** | Not enough data | Not enough data | 8.6 (17 reviews) | 

#### Agentic AI - Connected TV (CTV) Advertising Platforms

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 8.3 (10 reviews) | 
| **Multi-step Planning** | Not enough data | Not enough data | 8.0 (10 reviews) | 
| **Cross-system Integration** | Not enough data | Not enough data | 8.2 (10 reviews) | 
| **Adaptive Learning** | Not enough data | Not enough data | 8.3 (11 reviews) | 
| **Proactive Assistance** | Not enough data | Not enough data | 8.2 (10 reviews) | 
| **Decision Making** | Not enough data | Not enough data | 8.5 (11 reviews) | 

### Cross-Channel Advertising

| Product | Score | Reviews |
|---|---|---|
| **Basis** | N/A | N/A |
| **illumin** | N/A | N/A |
| **The Trade Desk** | N/A | N/A |

#### Agentic AI - Cross-Channel Advertising

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | Not enough data | 
| **Multi-step Planning** | Not enough data | Not enough data | Not enough data | 
| **Cross-system Integration** | Not enough data | Not enough data | Not enough data | 
| **Adaptive Learning** | Not enough data | Not enough data | Not enough data | 
| **Proactive Assistance** | Not enough data | Not enough data | Not enough data | 
| **Decision Making** | Not enough data | Not enough data | Not enough data | 

### Native Advertising

| Product | Score | Reviews |
|---|---|---|
| **Basis** | N/A | N/A |
| **illumin** | N/A | N/A |
| **The Trade Desk** | 8.6/10 | 13 |

#### Agentic AI - Native Advertising

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 8.6 (12 reviews) | 
| **Multi-step Planning** | Not enough data | Not enough data | 8.8 (12 reviews) | 
| **Cross-system Integration** | Not enough data | Not enough data | 8.3 (11 reviews) | 
| **Adaptive Learning** | Not enough data | Not enough data | 8.6 (12 reviews) | 
| **Proactive Assistance** | Not enough data | Not enough data | 8.6 (12 reviews) | 
| **Decision Making** | Not enough data | Not enough data | 8.7 (13 reviews) | 

### Mobile Marketing

| Product | Score | Reviews |
|---|---|---|
| **Basis** | N/A | N/A |
| **illumin** | N/A | N/A |
| **The Trade Desk** | 9.1/10 | 20 |

#### Analysis

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Application Attribution** | Not enough data | Not enough data | 9.4 (14 reviews) | 
| **Campaign Analysis** | Not enough data | Not enough data | 9.0 (14 reviews) | 
| **Uninstall Tracking** | Not enough data | Not enough data | 9.1 (13 reviews) | 
| **Custom Dashboards** | Not enough data | Not enough data | 8.8 (14 reviews) | 

#### Campaigns

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Proximity Marketing** | Not enough data | Not enough data | 8.7 (14 reviews) | 
| **Push Notifications** | Not enough data | Not enough data | Feature Not Available | 
| **Bulk SMS** | Not enough data | Not enough data | Feature Not Available | 
| **Two-Way Text Messaging** | Not enough data | Not enough data | Feature Not Available | 
| **Email Campaigns** | Not enough data | Not enough data | 8.7 (14 reviews) | 
| **Audience Segmentation** | Not enough data | Not enough data | 9.0 (15 reviews) | 

#### Engagement

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Coupons and Promotions** | Not enough data | Not enough data | 9.0 (14 reviews) | 

#### Platform

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Optimization** | Not enough data | Not enough data | 9.1 (17 reviews) | 
| **Integrations - Mobile Marketing** | Not enough data | Not enough data | 9.2 (18 reviews) | 
| **Internationalization** | Not enough data | Not enough data | 8.9 (15 reviews) | 

#### Agentic AI - Mobile Marketing

| Feature | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 9.2 (10 reviews) | 
| **Multi-step Planning** | Not enough data | Not enough data | 9.3 (10 reviews) | 
| **Cross-system Integration** | Not enough data | Not enough data | 9.5 (10 reviews) | 
| **Adaptive Learning** | Not enough data | Not enough data | 9.4 (11 reviews) | 
| **Proactive Assistance** | Not enough data | Not enough data | 9.4 (11 reviews) | 
| **Decision Making** | Not enough data | Not enough data | 9.4 (12 reviews) | 

---
## Categories
**Shared Categories (6):** [Native Advertising Software](https://www.g2.com/categories/native-advertising), [Cross-Channel Advertising Software](https://www.g2.com/categories/cross-channel-advertising), [Demand Side Platform (DSP)](https://www.g2.com/categories/demand-side-platform-dsp), [Video Advertising Software](https://www.g2.com/categories/video-advertising), [Display Advertising Software](https://www.g2.com/categories/display-advertising), [Digital Audio Advertising Software](https://www.g2.com/categories/digital-audio-advertising)

**Unique to Basis (1):** [Mobile Advertising Software](https://www.g2.com/categories/mobile-advertising)


**Unique to The Trade Desk (4):** [Connected TV (CTV) Advertising Platforms](https://www.g2.com/categories/connected-tv-ctv-advertising-platforms), [Mobile Advertising Software](https://www.g2.com/categories/mobile-advertising), [Mobile Marketing Software](https://www.g2.com/categories/mobile-marketing), [Retail Media Advertising Platforms ](https://www.g2.com/categories/retail-media-advertising-platforms)


---
## Reviewer Demographics

### By Company Size

| Segment | Basis | illumin | The Trade Desk | 
|---|---|---|---|
| **Small-Business** | 63.1% | 57.9% | 29.1% | 
| **Mid-Market** | 28.9% | 31.0% | 43.7% | 
| **Enterprise** | 8.0% | 11.1% | 27.2% | 

### By Industry

#### Basis

- **Marketing and Advertising:** 60.8%
- **Newspapers:** 4.2%
- **Political Organization:** 3.4%
- **Information Technology and Services:** 2.3%
- **Online Media:** 2.3%
- **Automotive:** 1.9%
- **Broadcast Media:** 1.5%
- **Health, Wellness and Fitness:** 1.5%
- **Internet:** 1.5%
- **Management Consulting:** 1.1%
- **Other:** 19.4%

#### illumin

- **Marketing and Advertising:** 42.9%
- **Automotive:** 4.2%
- **Online Media:** 4.2%
- **Telecommunications:** 3.4%
- **Entertainment:** 3.4%
- **Higher Education:** 2.5%
- **Financial Services:** 2.5%
- **Food & Beverages:** 2.5%
- **Consumer Electronics:** 2.5%
- **Information Technology and Services:** 2.5%
- **Other:** 29.4%

#### The Trade Desk

- **Marketing and Advertising:** 66.5%
- **Retail:** 3.9%
- **Internet:** 2.6%
- **Manufacturing:** 1.9%
- **Banking:** 1.9%
- **Consumer Goods:** 1.9%
- **Leisure, Travel & Tourism:** 1.9%
- **Automotive:** 1.3%
- **Computer Software:** 1.3%
- **Consumer Electronics:** 1.3%
- **Other:** 15.5%

---
## Alternatives

### Alternatives to Basis

- [StackAdapt](https://www.g2.com/products/stackadapt/reviews) — 4.7/5 stars (868 reviews)
- [AdRoll](https://www.g2.com/products/adroll/reviews) — 4.1/5 stars (774 reviews)
- [Criteo Commerce Growth](https://www.g2.com/products/criteo-commerce-growth/reviews) — 3.8/5 stars (241 reviews)
- [Choozle](https://www.g2.com/products/choozle/reviews) — 4.2/5 stars (211 reviews)
- [Simpli.fi](https://www.g2.com/products/simpli-fi/reviews) — 4.5/5 stars (154 reviews)
- [Google Marketing Platform](https://www.g2.com/products/google-marketing-platform/reviews) — 4.1/5 stars (300 reviews)
- [MediaMath by Infillion](https://www.g2.com/products/mediamath-by-infillion/reviews) — 3.9/5 stars (126 reviews)
- [Yahoo AdTech DSP](https://www.g2.com/products/yahoo-adtech-dsp/reviews) — 3.6/5 stars (181 reviews)
- [Viant Technology](https://www.g2.com/products/viant-technology-llc-viant-technology/reviews) — 4.2/5 stars (310 reviews)
- [Roku OneView (formerly Dataxu)](https://www.g2.com/products/roku-oneview-formerly-dataxu/reviews) — 3.8/5 stars (86 reviews)

### Alternatives to illumin

- [StackAdapt](https://www.g2.com/products/stackadapt/reviews) — 4.7/5 stars (868 reviews)
- [AdRoll](https://www.g2.com/products/adroll/reviews) — 4.1/5 stars (774 reviews)
- [Demandbase One](https://www.g2.com/products/demandbase-one/reviews) — 4.4/5 stars (1941 reviews)
- [Celtra](https://www.g2.com/products/celtra/reviews) — 4.4/5 stars (400 reviews)
- [AdRoll ABM (Formerly RollWorks)](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews) — 4.3/5 stars (649 reviews)
- [Prisma](https://www.g2.com/products/prisma-mediaocean/reviews) — 4.0/5 stars (437 reviews)
- [Facebook for Business](https://www.g2.com/products/facebook-for-business/reviews) — 4.2/5 stars (1453 reviews)
- [LocaliQ](https://www.g2.com/products/localiq/reviews) — 4.5/5 stars (1057 reviews)
- [Innovid](https://www.g2.com/products/mediaocean-innovid/reviews) — 4.1/5 stars (375 reviews)
- [AdCreative.ai](https://www.g2.com/products/adcreative-ai/reviews) — 4.3/5 stars (796 reviews)

### Alternatives to The Trade Desk

- [StackAdapt](https://www.g2.com/products/stackadapt/reviews) — 4.7/5 stars (868 reviews)
- [AdRoll](https://www.g2.com/products/adroll/reviews) — 4.1/5 stars (774 reviews)
- [Viant Technology](https://www.g2.com/products/viant-technology-llc-viant-technology/reviews) — 4.2/5 stars (310 reviews)
- [Quantcast Platform](https://www.g2.com/products/quantcast-platform/reviews) — 4.2/5 stars (189 reviews)
- [Criteo Commerce Growth](https://www.g2.com/products/criteo-commerce-growth/reviews) — 3.8/5 stars (241 reviews)
- [Simpli.fi](https://www.g2.com/products/simpli-fi/reviews) — 4.5/5 stars (154 reviews)
- [Choozle](https://www.g2.com/products/choozle/reviews) — 4.2/5 stars (211 reviews)
- [Google Marketing Platform](https://www.g2.com/products/google-marketing-platform/reviews) — 4.1/5 stars (300 reviews)
- [Yahoo AdTech DSP](https://www.g2.com/products/yahoo-adtech-dsp/reviews) — 3.6/5 stars (181 reviews)
- [MediaMath by Infillion](https://www.g2.com/products/mediamath-by-infillion/reviews) — 3.9/5 stars (126 reviews)

---
## Top Discussions

### Basis

- Title: [How does Basis Compare?](https://www.g2.com/discussions/13672-how-does-basis-compare) — 1 comment, 1 upvote
  > **Top comment:** "Hi Seth,

Not sure if this is still of interest to you or not, but we (www.NerdVision.co) are currently running programmatic as white label solution for..."
- Title: [What is implementation and ongoing services like at Centro?](https://www.g2.com/discussions/implementing-basis) — 1 comment, 1 upvote
  > **Top comment:** "Basis is fantastic with implementation and ongoing support. From day 1, their clients are set up with a Customer Success Manager. And when they say success,..."

### illumin

No discussions available for this product.

### The Trade Desk

No discussions available for this product.

---
**Source:** [G2.com](https://www.g2.com) | [Comparison Page](https://www.g2.com/compare/basis-vs-illumin-illumin-vs-the-trade-desk)