Basis Integrates with Microsoft Advertising
Centro announced an API integration with Microsoft Advertising to automate paid search campaign management and reporting. Centro’s customers that also use Microsoft’s self-serve ad platform now receive real-time performance data in Centro’s Basis platform. Basis is the most comprehensive, automated, and intelligent digital media platform in the market, and is the only software to consolidate digital operations across programmatic, direct, search, and social campaigns.
Microsoft Ads is a leading marketing technology solution, providing pay-per-click (PPC) advertising on Bing, Yahoo! and MSN search engines. Bing powers 36.7% of U.S. desktop searches and 11.7 billion monthly searches around the globe. In the U.S., the Microsoft Search Network has 124 million unique searchers. Basis receives data from Microsoft Ads that is standardized and formatted to match a campaign’s analytics and reporting from other sites, channels, and vendors.
According to April Weeks, Centro’s EVP of media services and operations: “Centro understands marketers. When Microsoft Advertising opportunities are being synchronized with omnichannel efforts, Basis eliminates the extra steps necessary to gather and align data from multiple platforms. Basis provides client teams with a holistic view of how their campaign is performing and highlights the parts that need optimization.”
Microsoft’s integration with Basis empowers users to automate cross-channel campaign management, reduces the time needed to assemble and unify reports, and eliminates manual tasks—without compromising quality and accuracy of data. Basis aggregates and rationalizes delivery data from its proprietary demand-side platform (DSP) and major third-party ad servers, as well as search and social vendors.
Media professionals drive efficiency by unifying reports from different tactics and media seamlessly, within Basis. Then, they evaluate Microsoft Advertising performance with all other ad channels holistically, to make informed campaign optimizations. Finally, they assess conversions to attribute how Microsoft Ads interactions affected overall campaign engagement.
Most media management systems and ad-buying platforms do not have automatically standardized data being imported via robust API integrations with major third-party ad servers. Basis users do not have to log into third-party systems, locate campaign data, download spreadsheet reports with dozens of line items, and clean up reports to align them with the campaign’s preferred arrangement of data.
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