Basis vs. Marketing Solutions by Criteo

Overview
ProductRatingMost Used ByProduct SummaryStarting Price
Basis
Score 9.0 out of 10
N/A
Basis from Basis Global Technologies (formerly Centro) is a programmatic ad buying platform supporting digital advertising buying and placement across varying channels. Since the acquisition of SiteScout the platform also contains technology from the SiteScout AdServer.N/A
Marketing Solutions by Criteo
Score 7.8 out of 10
N/A
Criteo Dynamic Retargeting aims to deliver the right ad at the right moment in the shopper journey. The vendor says Criteo Dynamic Retargeting consistently wins 90% of competitive performance tests and generates an average 13X return on ad spend at significant sales volume. It is used by 18,000 marketers worldwide. Criteo promises to help re-engage shoppers throughout their path to purchase with tailored video and display ads, delivered across the world’s best publishers.…N/A
Pricing
BasisMarketing Solutions by Criteo
Editions & Modules
No answers on this topic
No answers on this topic
Offerings
Pricing Offerings
BasisMarketing Solutions by Criteo
Free Trial
NoNo
Free/Freemium Version
NoNo
Premium Consulting/Integration Services
NoNo
Entry-level Setup FeeNo setup feeNo setup fee
Additional DetailsPricing is based on a CPC model and is dependent on traffic generated to a site
More Pricing Information
Community Pulse
BasisMarketing Solutions by Criteo
Considered Both Products
Basis
Chose Basis
SiteScout has much more control over our ads than other comparable platforms offer. We spend a bit of time configuring everything, but we're able to perform many A/B tests and really optimize our campaigns to a very detailed level.
Marketing Solutions by Criteo

No answer on this topic

Top Pros
Top Cons
TrustRadius Insights
BasisMarketing Solutions by Criteo
Highlights

TrustRadius
Research Team Insight
Published

Basis DSP and Criteo Dynamic Retargeting are both ad serving and retargeting platforms designed to help marketing teams create and deploy advertisement campaigns.  Criteo Dynamic Retargeting is most popular with smaller and mid-sized businesses, while Basis DSP is most popular with small businesses, perhaps due to its flexible pricing options.  It is with noting that it is possible to use both software options, Criteo Dynamic Retargeting provides advertisement creation features and can integrate with DSP’s for advertisement placement..

Features

Basis DSP and Criteo Dynamic Retargeting both offer essential marketing features such as campaign creation, but they also have a few unique features that set them apart from each other.

Basis DSP provides a simple to use interface for advertisement placement and A/B testing that helps users create the best advertisements for their buyers.  Additionally, Basis DSP provides detailed analytics and reporting that businesses can use to determine the success of their advertisements. Lastly, Basis DSP includes integrations with sales and marketing software such as CRMs so that businesses can pull all their data into one place.

Criteo Dynamic Retargeting provides their own proprietary pixel, which makes it easy to customize the advertising experience on your website.  Additionally, Criteo Dynamic Retargeting includes tools to target users at specific places in the sales funnel, so businesses can target users in various stages of the buyer’s journey.  Additionally, Criteo Dyunamic Retargeting supports a variety of operating systems and mobile devices.

Limitations

Basis DSP and Criteo Dynamic Retargeting both help organizations optimize their advertising efforts, but they also have a few limitations that are important to consider.

Basis DSP includes analytics features for determining the success of advertisements, but it lacks predictive tools, or advanced targeting tools for delivering advertisements to buyers at specific stages of the buyer’s journey.  Additionally, while the interface of Basis DSP is simple for placing ads, the reporting and analytics tools can be difficult for new users, who will need training to get the most out of Basis DSP.

Criteo Dynamic Retargeting provides a custom pixel code so users can place ads wherever they want on their site, but the process isn’t as simple as Basis DSP’s interface for ad placement.  Criteo Dynamic Retargeting also provides reporting features, but they aren’t always perfectly accurate, with some users experiencing report outcomes that differ from analytics platforms by over 20%.

Pricing

Criteo doesn’t provide public pricing for Criteo Dynamic Retargeting, but interested businesses can reach out to the vendor for an exact quote.

Basis DSP is priced depending on which model is chosen.  Available models include paying by impressions, clicks, or a flat rate.  Businesses can reach out to the vendor for more detailed information. 

Features
BasisMarketing Solutions by Criteo
Ad Network Integration
Comparison of Ad Network Integration features of Product A and Product B
Basis
7.9
10 Ratings
Marketing Solutions by Criteo
7.1
27 Ratings
Data Transfer7.910 Ratings7.026 Ratings
DSP integration7.99 Ratings7.121 Ratings
Ad Campaigns
Comparison of Ad Campaigns features of Product A and Product B
Basis
7.7
13 Ratings
Marketing Solutions by Criteo
8.6
57 Ratings
Ad campaign creation7.212 Ratings8.354 Ratings
Ad deployment7.213 Ratings8.653 Ratings
Display advertising9.012 Ratings8.555 Ratings
Ad display and retargeting segmentation8.613 Ratings8.850 Ratings
Sequence targeting6.47 Ratings00 Ratings
Ad Reporting & Analytics
Comparison of Ad Reporting & Analytics features of Product A and Product B
Basis
6.7
13 Ratings
Marketing Solutions by Criteo
7.7
57 Ratings
Ad dashboards7.012 Ratings8.156 Ratings
Ad performance reports7.813 Ratings8.056 Ratings
Ad conversion tracking6.913 Ratings7.653 Ratings
Ad attribution reporting5.910 Ratings7.514 Ratings
Cross-channel ad management6.210 Ratings8.01 Ratings
Ad forecasting and optimization6.211 Ratings6.83 Ratings
User Ratings
BasisMarketing Solutions by Criteo
Likelihood to Recommend
8.6
(13 ratings)
7.8
(58 ratings)
Likelihood to Renew
10.0
(1 ratings)
10.0
(1 ratings)
Usability
9.0
(1 ratings)
7.9
(12 ratings)
Support Rating
10.0
(2 ratings)
7.8
(12 ratings)
Implementation Rating
9.0
(2 ratings)
-
(0 ratings)
User Testimonials
BasisMarketing Solutions by Criteo
Likelihood to Recommend
Basis Global Technologies (formerly Centro)
I would recommend Basis [DSP] for specific clients. Boutique agencies that do not require very complex programmatic solutions are the best fit. It is not very well suited for very big clients that want to run multicountries campaigns with objectives that are very much performance focused. Their dashboard is very good and the platform is easy to use so new entrants to programmatic will find it very useful.
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Criteo
Marketing Solutions by Criteo has a great track record that speaks highly of its reputation, we users of this program are happy with the performance and impact it generates in the cloud, in order to connect with new customers, added to this, This software offers us the appropriate tools to professionally manage all these processes and have total control of electronic commerce. Our case has been the protagonist in the increase in sales, that is why we are always willing to recommend this incredible program.
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Pros
Basis Global Technologies (formerly Centro)
  • Basis DSP does a great job of keeping their clients informed of new and upcoming features on their platform. They regularly host webinars to help keep their clients informed of what's up and coming and how to use new features.
  • Client relations with Basis is incredible. They're available on a regular, consistent basis. In addition, they check in throughout the on boarding process and beyond to help their clients understand they system.
  • The analytics tracking capabilities built into Basis DSP is fantastic. They provide many different options on how to pull and organize reports for clients.
  • The additional training offered through Centro Institute is fantastic, especially for beginners. Going to Chicago and training at the headquarters for a couple of days has helped with my company's success in building a programmatic advertising clientele list and building successful campaigns.
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Criteo
  • You are able to access to their data pool, to build audiences with just an email list (encrypted and hashed)
  • Easy to use platform and easy way to analyze data from the dashboard. Everyone could manage the dashboard easily enough to surf through the data and understand the performance. Also you have the help of your account manager.
  • The powerful algorithm drives good results for your company, without too much effort. And they are continuously improving with new features (design types, campaigns, platform, mobile / app products ...)
  • Support for testing all of the integration of the events to check if data is well received. Google Chrome extension, testing mode inside the dashboard with error detection and also the help of your account manager + technical stuff.
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Cons
Basis Global Technologies (formerly Centro)
  • More detail on how and when the exchanges review submitted ad tags would help us set better expectations for our clients and client success teams during launch. Often a delay in ad approvals can result in lagging campaign metrics that must be made up later, often at the cost of performance.
  • More predictive tools / the ability to stop a campaign from bidding when a certain impression threshold is reached (in addition to the dayparting and budget rules that are currently in place and used for every campaign).
  • For some reports, such a geolocation reports, being able to visualize it on a map of some kind would make the data export more meaningful and less manual for our operations and client success teams seeking to explain to clients where their campaign was exposed.
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Criteo
  • I think if they had a free trial option, we would be able to better evaluate our need before signing up.
  • I wish there were more targeting features other than retargeting. Would love to target based on interests.
  • Video features are limited. Would love to see new products here.
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Likelihood to Renew
Basis Global Technologies (formerly Centro)
No answers on this topic
Criteo
Criteo is the only remarketing firm worth using for a retailer, in my opinion.
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Usability
Basis Global Technologies (formerly Centro)
It's pretty basic, nothing is hidden and nothing ever moves so you can count on finding what you are looking for each day
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Criteo
Criteo's platform is very easy to use from a marketing standpoint if you understand key terms. The frontend is very user-friendly and I personally had no issues. I enjoy being able to see key results and metrics being tracked from the dashboard. It is also easy to filter things as desired to break down data.
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Support Rating
Basis Global Technologies (formerly Centro)
We have a dedicated account rep. She makes it seem like we are her only client, she is very responsive, helps each time we have a question and understands our campaign goals. Anytime we need support, our rep is available either email or call and if she is not going to be available, she will let us know ahead of time to provide back up and inform them of our current campaigns so they can better assist us.
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Criteo
I think Marketing Solutions by Criteo offers a very robust solution for an ad tech platform and their support team is very knowledgeable about their product. I would like to see, though, more webinars and training about the technology behind the product to give us more tools to talk to our customers with more information and better visuals.
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Implementation Rating
Basis Global Technologies (formerly Centro)
There are a ton of tactics and strategy to implement in the DSP platform. There isn't really a selection of the different types of campaigns or tactics to choose from, you just have to learn as you go. Once you figure out the strategy and goal of the campaign it is very easy to implement the tactic and to achieve its goals.
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Criteo
No answers on this topic
Alternatives Considered
Basis Global Technologies (formerly Centro)
Advangelist, StackAdapt, Simplifi, Trade Desk, Media Math - overall most of the other platforms we reviewed were perfectly fine and can get the job done quite well. We have mostly stuck with basis because of the relationship that we have, the fact that they have continued to provide stellar support, and have a platform that delivers on everything they promise.
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Criteo
Criteo and AdRoll used to be neck and neck competitors, but Criteo has differentiated its offering by introducing user acquisition and app campaigns and continuously evolving its product while AdRoll got left behind. Compared to MoPub, Criteo's solutions are much more integrated and have more layers of data on their inventory to make sure the media bought on the platform can drive better results.
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Return on Investment
Basis Global Technologies (formerly Centro)
  • Affordable display option - The SiteScout platform runs comparable to other self-serve display platforms, and offers a very large network from which to choose.
  • More visibility for our brand - We've used SiteScout as an awareness tactic, and received millions of impressions at a reasonable cost.
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Criteo
  • If you are a new entrant in a market, with few acquisition channels, Criteo is going to enhance significantly your ROI with low CPA and high turnover. Usually, with have a CPA below 10€ on our businesses for ROI which can be up to 2.
  • If you already have a clear marketing strategy, with many platforms, Criteo will probably increase your turnover but your ROI will be lower due to the high number of common interactions/conversions between the platforms. It happened frequently, that is why you have to think about your main goal/KPI.
  • Finally, you have to take care of the marketing saturation on your global audience, especially if you use remarketing widely on all your platforms such as Linkedin/Facebook/Google/etc. You should keep a ratio of 60% acquisition and 40% max remarketing, and take that into consideration if you want to launch Criteo campaigns. Once, one of your clients focused only on remarketing cause it had a lower CPA : Facebook & Critéo retargeting. But after a few months, the CPA rose drastically and the ROI declined from 3 to almost one. So keep online dedicated campaigns for Acquisition when you use Criteo.
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