Item: Basis DSP
Rating: 6
Author: Kimberly Smith

Use Cases and Deployment Scope

Basis [DSP] is used by the user acquisition team on our company to acquire new users. We do not use it for retargeting as other DSPs have more complete solutions with cookie matching technology and Basis lags on those features.
Basis [DSP] helps us get more users into the funnel and also for app install campaigns with minimal effort and good coverage on the North American market.

Pros and Cons

Great coverage in the USA. You can acquire users at very cheap CPAs with low CPMs as well
Not enough supply on Tier2 countries. If you want to target european users, I would use other DSPs
Very good anti fraud controls on the platfrom

Impressions served on the platfrom usually have low viewability scores.
No cookie matching technology so match rates bewteen desktop and mobile is low on the platform
Needs better performance solutions, retargeting and conversion product development

Return on Investment

Good margins improving ROI
It has diversified our DSP portfolio, which is great for the company
Not a lot of fraud issues which are usually very time consuming, so having none of them improves ROI by liberating time from the team to focus on other key issues

Alternatives Considered

SmartyAds DSP

Basis [DSP] has much better fraud control than SmartyAds DSP. Even though they do not have the amount of supply inventory as Smarty, they have much more controls for invalid traffic and bots which is very important to minimize discrepancies and issues with clients.
Compared to other DSPs though, it lags on performance solutions.

Key Insights

Do you think Basis DSP delivers good value for the price?

Yes

Are you happy with Basis DSP's feature set?

Yes

Did Basis DSP live up to sales and marketing promises?

I wasn't involved with the selection/purchase process

Did implementation of Basis DSP go as expected?

Yes

Would you buy Basis DSP again?

Yes

Likelihood to Recommend

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.

Very good for programmatic begginers

Overall Satisfaction with Basis DSP