"Smaller Publications Get Access to Digital Advertising: Basis Technologies and Direct Digital Holdings Partnership"

Agencies and brands, including smaller businesses, now have access to more diverse, multicultural publications for their digital advertising thanks to a new partnership between programmatic DSP Basis Technologies and Direct Digital Holdings, an umbrella company that includes both a DSP and SSP for these publishers.

Basis Technologies, which rebranded from Centro in 2021, is a global adtech company that integrates programmatic, search, CTV, social and site-direct advertising in their API. Direct Digital Holdings owns a DSP and SSP connected to the general market and to multicultural media properties. Three entities owned by Direct Digital Holdings are included in the Basis partnership, providing access to more diversity, equity and inclusion (DEI) in digital advertising.

Colossus SSP represents 22,000 media properties, offering inventory from both multicultural/diverse and general market publishers. It has 136,000 advertisers accessing its platform monthly, generating over 250 billion impressions per month across display, CTV, in-app and other media, including on minority-owned properties such as Blavity, Ebony and Univision.

Orange142 is Direct Digital Holdings’ DSP, featuring a suite of programmatic, social and mobile adtech offerings, tied together with analytics. Huddled Masses is a marketing technology partner that connects clients with multiple DSPs and SSPs (including Colossus SSP), with a focus on SMBs and middle-market clients.

As part of the agreement, Huddled Masses named Basis as a preferred DSP. This allows Basis to increase its reach among underserved marketers. Huddled Masses works with smaller organisations - advertisers that often have smaller budgets, preventing them from accessing bigger technology platforms.

Mark Walker, CEO and co-founder of Direct Digital Holdings, said in a company release: "Basis Technologies is aligned with Direct Digital Holding’s focus on democratizing programmatic advertising for all. The omnichannel capabilities and wide scale of Basis will bolster Colossus SSP’s and Huddled Masses’ abilities. In turn, the relationship with Huddled Masses is also giving Basis expanded reach to an often overlooked — but extremely valuable — group of advertisers.”

Smaller publications that appeal to diverse audiences need ad revenue - including digital ad revenue - to survive. By specifically aiming to include these publications in the adtech supply chain, digital advertisers of all sizes benefit.

Originally reported by Martech: https://martech.org/new-adtech-partnership-unlocks-inventory-for-multicultural-publications/
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