Basis Reviews & Product Details

Basis Overview

What is Basis?

Everything you need to plan, buy, analyze and streamline your best-performing digital media campaigns. Basis by Centro is more than just streamlined media buying—Basis is the most comprehensive and automated digital media platform on the market. Using Basis means you can manage direct, programmatic, search & social through a single interface. With robust business intelligence, workflow automation, search & social integrations, and the #1 rated DSP powered by artificial intelligence, it’s a platform you can run your entire digital business on top of. At the heart of Basis is our award-winning, omnichannel DSP built for speed and performance so your programmatic campaigns thrive. With optimizations supported by artificial intelligence, hyper-local Targeting, an expansive PMP library, and easy to implement cross-device targeting - Basis was built to make you better. A finalist for the AdExchanger Awards Best Education Program, Centro’s education and training curriculum enable teams to quickly improve their programmatic knowledge and skill sets. Robust fraud and brand protection prevent wasted investments and ensure confidence in your campaign performance.

Basis Details
Website
Discussions
Basis Community
Languages Supported
English
Product Description

Basis is the platform advertisers need to run successful online advertising across every channel.

How do you position yourself against your competitors?

Basis is more than just a world-class DSP. It is a platform on which to run an entire digital media business, with robust business intelligence, workflow automation, and search and social integrations.

Our automation capabilities encompass:
• Campaign Management including full margin management with impression and ad serving fee estimations
• A Dashboard that highlights client or campaign priorities
• Collaboration Center as the main junction for all negotiations and communications
• Unified Inventory Directory provides data on media sellers and service providers
• Comprehensive Reporting automates pulling separate reports from ad servers; Basis uses API connections with the largest platforms, including ad servers, Facebook Ads, LinkedIn, GoogleAds and Bing
• Insights is a dynamic reporting feature to slice and dice data, apply custom filters, and subtotal data in numerous ways
• Financial system integrations including Strata (FreeWheel) and Advantage Software


Seller Details
Seller
Centro, Inc.
Company Website
Year Founded
2001
HQ Location
Chicago, IL
Twitter
@Centro
5,183 Twitter followers
LinkedIn® Page
www.linkedin.com
896 employees on LinkedIn®
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Paid Media Product Manager
Small-Business(50 or fewer emp.)
Validated Reviewer
Verified Current User
Review source: Organic
What do you like best?

Top class customer support with an assigned Customer Success Manager & a product team that listens to feedback and quickly implements enhancements.

Programmatic advertising and DSPs can be difficult subjects to get into - Basis assigned a training team that flew out to provide guidance over a whole day. After the training session, I've found the platform to be very easy to use and intuitive.

I like that I can set all my budgets for advertising even outside of the Basis platform, and use it as a media planning feature.

Most of all, I'm very happy with the data I have access to for advertising purposes for the DSP. The new feature that analyzes Remarketing audiences and suggests similar audiences has been a game changer. Review collected by and hosted on G2.com.

What do you dislike?

Some of the features aren't very user friendly - can't copy/paste out of the Insights platform, takes multiple clicks to activate/pause line items. These are minor annoyances that I haven't even raised with the Customer Success team. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Basis serves as our Programmatic DSP, as well as our media planning tool through its integration with Search & Social platforms. We've really been able to up-level our Display advertising, and have seen much better results compared to buying through Google Ads direct (not just in performance, but also the quality of traffic and receiving less fraud) Review collected by and hosted on G2.com.

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Small-Business(50 or fewer emp.)
Validated Reviewer
Verified Current User
Review source: Organic
Business partner of the seller or seller's competitor, not included in G2 scores.
What do you like best?

If a client can dream it, we can build it, with Basis. The extensive amount of targeting options, platforms, audiences, networks, exchanges, tactics, and partners is unparalleled. No matter what a client throws at us, there is a solution within Basis to execute the campaign. In addition, the support staff is incredibly helpful to ensure that we are successful. From regular check in calls and random email inquiries to support decks and personalized research, we have a team of support. Review collected by and hosted on G2.com.

What do you dislike?

There is certainly a learning curve with the platform. It is always not the most intuitive and trying to jump in it brand new may be difficult. Fortunately they offer in-person and virtual learning programs to ensure you are comfortable with the platform. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

Rome wasn't built in a day. This platform takes time to master and implement. However, once you get it rolling, it is amazing! Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

When we used to partner with a vendor to execute our digital campaigns, we never truly knew how much of the money was going towards the ad spend vs their commission. Now, we have full control over our client's budget to ensure maximum ROI. Furthermore, we no longer have to wait on them to implement changes/revisions/updates/new creative. We have full control over the platform which makes our team faster and more responsive. Review collected by and hosted on G2.com.

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Open Discussions in Basis
Performance Marketing Director
Small-Business(50 or fewer emp.)
Validated Reviewer
Verified Current User
Review source: Organic
What do you like best?

Basis customer service is second to none. Any time we've reached out to Basis Support they've been very responsive and providing guidance to help troubleshoot any issues. Our CSM (hey Kelly!) is wonderful. She's always willing to brainstorm or provide insights and she really understands our clients and our business. Review collected by and hosted on G2.com.

What do you dislike?

At first (especially for an agency working in a DSP for the first time) the platform is overwhelming but becomes much more manageable after time. The in-platform reporting is a bit clunky but Basis recently integrated with our dashboard and reporting platform, which has been immensely helpful. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Basis has allowed our small full-service agency to begin running programmatic media in-house, expanding the portfolio of media services we can offer to our clients. After years of working with different outside vendors we're now able to have more control over client campaigns and performance (and we're learning more in the process). Review collected by and hosted on G2.com.

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Senior Digital and Media Communications Coordinator
Enterprise(> 1000 emp.)
Validated Reviewer
Verified Current User
Review source: Organic
What do you like best?

The support from the customer success team is unparalleled. Amazing attitude, super knowledgeable and most importantly, invested in seeing success in my media. Review collected by and hosted on G2.com.

What do you dislike?

I understand Basis is most likely used at the agency level, but it has boundaries or quirks at the client level that makes a few things difficult. As it becomes a bigger trend for clients to buy their own media, there should be an option to have some of the boundaries removed. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Buying programmatically has saved so much money and has given the ability to take ownership of our own media. We have instant access, data transparency and an expert to help think through difficult organizational issues. Review collected by and hosted on G2.com.

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Small-Business(50 or fewer emp.)
Validated Reviewer
Verified Current User
Review source: Organic
What do you like best?

Great CSM team. Always willing to answer questions and evaluate tactics to provide insight into new strategies. Review collected by and hosted on G2.com.

What do you dislike?

More information could be provided on best practices for Direct Response campaigns. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

Path to self-serve is a great service if you have team members relatively unfamiliar with DSPs as it will ease the burden of training the staff and learning a new interface. I highly recommend the Basis Connect app and Centro Certified courses to learn the basics of the platform. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

We primarily use Basis as a DSP and are able to target great audiences and PMP deals within the platform. It has also allowed us to centralize our display, OTT, and audio buying into a single platform. Review collected by and hosted on G2.com.

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AF
Small-Business(50 or fewer emp.)
Validated Reviewer
Verified Current User
Review source: Organic
What do you like best?

Basis is very user friendly and I've been able to mostly self-teach throughout the platform. The help resources are great, and the response time of our assigned reps is second to none.

We are NOT an agency use case, but offer services to our franchised stores somewhat as an agency would. Basis works with us to offer innovative ideas and strategies for providing the best value to our franchisees. Review collected by and hosted on G2.com.

What do you dislike?

I found more value in trial and error within the platform than I did in my time with the onboarding specialist I was assigned to. Our onboarding specialist seemed to have his own agenda, which would have been fine, but he provided specific instruction on how campaigns are supposed to be set up that didn't make sense to me and created further confusion. Coupled with the fact that my account manager now works with me for the best way to set up and organize campaigns and her feedback and instruction is NOT at all like the onboarding specialist I had.

After 8 months of running campaigns in Basis I'm STILL crossing out notes and instructions given to me during the onboarding process because they aren't conducive to an organized workflow for campaign management and/or my account manager has offered other advice.

I wasted a lot of time learning things that I'm now unlearning. I could have done without the onboarding. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Basis is a powerful programmatic advertising platform. They help us run an organized programmatic ad strategy inhouse. The largest barrier to digital advertising that our company has is access to advertising technology. We have ALL of the skills inhouse to run a well throughout and supported advertising campaign, so much so that we've had terrible experiences with agencies or other media companies trying to do it for us. Basis allows us to pull all of that inhouse and have confidence in the details of our advertising campaigns. Review collected by and hosted on G2.com.

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Open Discussions in Basis
Small-Business(50 or fewer emp.)
Validated Reviewer
Verified Current User
Review source: Organic
What do you like best?

Seamless integration, everything I need in one place, easy campaign development, and our wonderful CSM Cody have made using Basis an amazing experience! We've seen better results for our clients and couldn't be happier. Working with Cody especially has been incredibly helpful. His patience and professionalism is unmatched, and he was always ready with suggestions and best practices to get the most out of Basis. Review collected by and hosted on G2.com.

What do you dislike?

Initially the platform was a little daunting to learn, and there was certainly a learning curve. The resources that Basis had available to learn the platform were super helpful and easy to understand for someone brand new to the Marketing & Advertising industry. I highly recommend utilizing the resources the platform provides! Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Having access to a wide variety of exchanges and being able to have more in-depth analytics than other platforms has helped us realize what we can deliver to our clients. We've been able to provide better, top-notch results with the help of Basis! Review collected by and hosted on G2.com.

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Mid-Market(51-1000 emp.)
Validated Reviewer
Verified Current User
Review source: Organic
What do you like best?

Our company often works in very niche markets and Basis has such a large pool of data providers in almost every segment you can think of, making it easy for us to reach our target audiences. Not only does Basis serve our programatic ad buying needs, but it also allows us to link our other digital campaigns so we can analyze and report on performance across Basis, Google, Facebook and others all in one place. Review collected by and hosted on G2.com.

What do you dislike?

Basis is not always the most user-friendly. There is a lot build into the platform so it can be overwhelming at times. However, our agency was paired with an amazing Customer Success Manager, Cody Carroll, who is always available to jump on calls about anything we are unsure about and provides us with timely updates on any changes happening on the platform. We're also able to provide feedback about our experience to our rep which then gets reported to the developer team. We've often seen some of our feedback get integrated into the platform. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Recently, our team had trouble getting politically driven ads up and running globally. We hit approval and eligibility roadblocks on every other advertising platform and almost did not run the campaign, but Basis came through without any issues. We were able to get our ads approved and running in all of our target markets without any issues in less a day. We ran contextual ads and saw great success. Review collected by and hosted on G2.com.

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Media Director
Small-Business(50 or fewer emp.)
Validated Reviewer
Review source: Invitation from G2
Small-Business(50 or fewer emp.)
Validated Reviewer
Verified Current User
Review source: Organic
What do you like best?

The support from their team, especially Jeff Poteracki. Centro provides great customer service and opportunities to get questions answered and troubleshoot campaigns, as well as learn the variety of options available to you through the platform. Centro offers a variety of data providers and access to a multitude of options to help you run successful campaigns. Review collected by and hosted on G2.com.

What do you dislike?

It's a unique platform that can seem daunting at first, and for political work that requires extensive budget changes and movement, Centro is a little more clunky to handle. However, it's still extremely possible. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Basis helped us diversify our platform options to provide better services to our clients. Review collected by and hosted on G2.com.

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AL
Small-Business(50 or fewer emp.)
Validated Reviewer
Verified Current User
Review source: Organic
What do you like best?

My favorite part of the platform is the ability to optimize performance right in the Analytics tab. I appreciate the straightforward data, and the control we have over our spending. I would never have felt so comfortable on the platform with the help of my amazing CSM, Abby Bauer! Review collected by and hosted on G2.com.

What do you dislike?

Some display performance was below-average the Google display benchmarks. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Our digital team has solved the CTV needs of our clients. Connected TV performance has been amazing as we learn to control our placements and PMP's on BASIS. We're also solving the ability to target users with specific job titles including "physicians". Linkedin ads just weren't cutting it, and we feel confident we've found a strong avenue for job title targeting. Review collected by and hosted on G2.com.

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UM
Mid-Market(51-1000 emp.)
Validated Reviewer
Verified Current User
Review source: Organic
What do you like best?

Intuitive platform with stellar support. Review collected by and hosted on G2.com.

What do you dislike?

Reports can take a while to generate, but still produces quality data. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

DSP's these days have the same baseline capabilities, but what sets Basis apart from the rest is the customer service. They are staffed with skilled professionals who are always willing to go the extra mile. Couldn't be happier with the decision to onboard Basis as one of our partners. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

With so much data available we are helping drive increased awareness & conversion for our clients. The streamlined pixel setup and implementation makes it easy for users of any skill level to leverage these tools and derive key insights. Review collected by and hosted on G2.com.

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AM
Small-Business(50 or fewer emp.)
Validated Reviewer
Verified Current User
Review source: Organic
What do you like best?

The team at Centro is great. They helped me get started in a short amount of time and helped me with several of my campaigns. They respond via email and we have calls regularly to ensure that campaigns are performing at their best. They are very helpful. Review collected by and hosted on G2.com.

What do you dislike?

Nothing. The product is complicated but if you have worked in Google or Facebook the learning curve isn't that bad and easy to navigate. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

I needed a way to serve TV and banner ads for my clients and they have a great self-service tool that was able to handle this for me. Review collected by and hosted on G2.com.

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AM
Mid-Market(51-1000 emp.)
Validated Reviewer
Verified Current User
Review source: Organic
What do you like best?

The best part of Basis is the support we receive from our Centro team. Their involvement makes us feel confident that we are running the best possible campaign, even though we are still learning a lot about running campaigns in-house. Review collected by and hosted on G2.com.

What do you dislike?

As someone who logs into the system only once every couple of weeks, I do feel like finding the information I need isn't as intuitive as many other platforms. I tend to be comfortable with new technologies, but I do feel like you really need to know your way around the system. Even just when trying to dig into reviewing campaign details, it's hard to know what path to follow in terms of what is clickable (campaign names, tactics) and what isn't. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

So far the main benefit is that we have expanded our knowledge base in display, video, and audio advertising, allowing us to speak more intelligently about it to our clients. Review collected by and hosted on G2.com.

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Small-Business(50 or fewer emp.)
Validated Reviewer
Verified Current User
Review source: Organic
What do you like best?

Basis has integrated so many different data partners and targeting capabilities that I know I will be able to run any tactic on their platform, especially interesting new solutions. Review collected by and hosted on G2.com.

What do you dislike?

Their automatic budget pacing doesn't work for clients whose budgets are changing day by day. In order to get it to track the budget pace correctly I would need to submit an entire new media plan, which gets cumbersome when it's happening so frequently. Therefore I am constantly getting alerts that my campaigns aren't pacing correctly, when really it's just because the budget has changed since I set it up and it's too fiddly to bother updating it. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

Their training programs and personal support staff make learning the platform one of the easiest experiences I've had compared to any other digital advertising platforms. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Because Basis combines so many different targeting capabilities/data partners, I know that it's the right platform for all of my clients. They won't all be running the same thing, far from it! But if one client just wants OTT/Digital Radio to compliment their traditional media schedule, and another one wants custom audiences built through several different data partners, they're both still going to run perfectly on Basis. Review collected by and hosted on G2.com.

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AM
Small-Business(50 or fewer emp.)
Validated Reviewer
Verified Current User
Review source: Organic
What do you like best?

Basis is our one-stop-shop for digital ads, offering a variety of tactics and integrations to create customize campaigns that fit each of your clients' unique goals. Review collected by and hosted on G2.com.

What do you dislike?

As with any technology, the platform can get glitchy at times, but support is always there to help you through the hiccups. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

Take advantage of support and your customer success manager! They are a great resource when you hit any technical issues or confusion using the tool! Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Basis has helped streamline our digital advertising efforts, bringing many moving parts into one place where we have access to a variety of exchanges and tactics. Review collected by and hosted on G2.com.

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Small-Business(50 or fewer emp.)
Validated Reviewer
Verified Current User
Review source: Organic
What do you like best?

The ease of the product and Cody, our account rep is fantastic! Review collected by and hosted on G2.com.

What do you dislike?

Limitations on integrating with Google Data Studio Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

One stop shop for all programmatic. It is very user friendly and great support team Review collected by and hosted on G2.com.

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AA
Small-Business(50 or fewer emp.)
Validated Reviewer
Verified Current User
Review source: Organic
What do you like best?

Basis has a great and user-friendly platform to manage all of our digital buys. Their team is top notch and willing to help in any way. Review collected by and hosted on G2.com.

What do you dislike?

Basis offers so many options it can be slightly overwhelming at first Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

We went from a very minimal knowledge in placing our own ads to confidence in placing all different forms of media, from the same interface, with successful targeting. Review collected by and hosted on G2.com.

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Small-Business(50 or fewer emp.)
Validated Reviewer
Verified Current User
Review source: G2 Gives Campaign
What do you like best?

The ever-evolving updates within the platform. New features are being added every week, and they listen to the consumers on what they want and need from the platform. Being able to see pacing and integrations from the DSP as well as other direct buys is crucial to planning and monitoring campaign success. Review collected by and hosted on G2.com.

What do you dislike?

Cleaner interface and more integrations with other reporting platforms. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Monitoring all digital media campaigns within one platform to be able to see and shift dollars to better performing platforms. Review collected by and hosted on G2.com.

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UC
Enterprise(> 1000 emp.)
Validated Reviewer
Verified Current User
Review source: Organic
What do you like best?

Our Basis Support team is amazing to work with! They make us feel like we're their only client (even though we know this isn't the case). They understand our account, our business and help us navigate the platform to success. Review collected by and hosted on G2.com.

What do you dislike?

The platform can be confusing at times to navigate without the help of our team. Things aren't always in the easiest or most intuitive spots in my opinion. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Basis allows us to tap into channels that we weren't in before while keeping it organized in one space. It also gives us the ability to buy ad inventory from companies we wouldn't likely be able to easily get in contact with without them. Review collected by and hosted on G2.com.

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Ads Manager
Small-Business(50 or fewer emp.)
Validated Reviewer
Review source: Invitation from G2
What do you like best?

Easy to use platform to target companies and people. Review collected by and hosted on G2.com.

What do you dislike?

I do dislike that I can't easily RFP data companies for targeting details. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

Consider making a structure of your clients beforehand to help create an account structure. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Targeting specific companies compared to what you can do on Google. Review collected by and hosted on G2.com.

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Small-Business(50 or fewer emp.)
Validated Reviewer
Review source: Organic
Business partner of the seller or seller's competitor, not included in G2 scores.
What do you like best?

The platform is easily navigated, and our customer success manager is amazing Review collected by and hosted on G2.com.

What do you dislike?

Uploading creative is always not really easy. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

Great DSP platform to try for your B2b BUSINESS Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

I find some difficulties when I upload creatives, but the support team from Centro always get back to me very fast. Review collected by and hosted on G2.com.

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Staff Engineer
Enterprise(> 1000 emp.)
Validated Reviewer
Review source: Invitation from G2
What do you like best?

I appreciate how simple it would be to divide initiatives by strategy, it provides versatility targeting and it allows me the chance to try different approaches new proposals. I always want to see the list consulted when making potential company strategies or planning a new plan. The latest forecasting function also enables us to offer the campaign flights a precise size. Review collected by and hosted on G2.com.

What do you dislike?

There are no major shortcomings I've noticed from operating inside Context, but there's something more flexible reporting choices in the prospect that might be beneficial. You may export all the info, but can also take a lot of time to migrate it out and see exactly what you're trying to get out of the study. Again, from the edge of the customer it'll just be a moment-saver. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

Basis is a powerful and really stable foundation. We will execute the programs rapidly and on a level. We do this for bigger sales on support of independent newspapers, down to tiny companies. Not all systems provide device controls like the above UI. We have both been quite sensitive to any comments or inquiries. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Using the self-service model, which offers a very easy-to-use framework for set-up and operation relative to other DSPs, we exploit Foundation for transactional advertising purchasing and do so. We do have the strength of evidence and analysis to help policy for the partner partnership you don't see in merely working with a separate DSP. Review collected by and hosted on G2.com.

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UM
Small-Business(50 or fewer emp.)
Validated Reviewer
Verified Current User
Review source: Invitation from the seller
What do you like best?

The ability to manage our digital campaigns Review collected by and hosted on G2.com.

What do you dislike?

There is a learning curve to implementing the software Review collected by and hosted on G2.com.

Recommendations to others considering the product:

The product performs as advertised Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Lower costs for digital advertising. Ability to plan and optimize campaigns Review collected by and hosted on G2.com.

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Small-Business(50 or fewer emp.)
Validated Reviewer
Review source: Invitation from the seller
What do you like best?

I love being able to build, monitor and optimize my own digital campaigns 24/7 to get the best results for my clients. The Basis platform is VERY user friendly for literally anyone and the personal support, training and resources you get from Centro is unbelievable! Review collected by and hosted on G2.com.

What do you dislike?

There is really nothing I dislike about Basis and it is the best investment I've ever made for my agency business. However, there are so many tools to use in the Basis platform, so if you don't commit to utilizing all the incredible training, support and resources available you may feel overwhelmed...but with anything new there's always a learning curve. Centro does everything to shorten that learning curve! Review collected by and hosted on G2.com.

Recommendations to others considering the product:

Basis is the best investment I've ever made for my agency by increasing my margins, increasing my existing clients success and helping me develop new business! I would highly recommend Basis to anyone! Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

With being able to build, monitor, tweak and optimize my own campaigns anytime I've seen better results for my clients. In the past, buying through other digital vendors (i.e. TV stations, radio stations, etc), you wouldn't know there was a problem until after the month ends or the campaign was over and then waiting forever for a so-so performance report. Pulling reports for my clients whenever they want to see performance right out of Basis is great. I know the reporting I send my clients is real-time accurate! Review collected by and hosted on G2.com.

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