Basis and Mediaocean announce integration linking programmatic, search, social, and CTV advertising with enterprise planning, ordering, trafficking, measurement, and financial systems.
Basis and Mediaocean today announced an integration partnership designed to automate the complete media campaign lifecycle from planning through financial reconciliation. The collaboration connects Basis's unified advertising platform with Mediaocean's enterprise systems—Prisma, Innovid, and Protected—establishing infrastructure for agencies and advertisers to manage fragmented media operations through coordinated workflows spanning direct buying, programmatic, search, social, and connected television channels.
The partnership addresses operational friction in modern advertising where marketers navigate disconnected systems for planning, activation, execution, delivery, measurement, and finance. According to the press release, agencies currently generate thousands of campaigns and line items across media channels, platforms, and teams while struggling to verify campaign delivery, audience authenticity, outcome achievement, and financial auditability. The integration aims to eliminate the need to stitch together disparate point solutions by anchoring the entire lifecycle within Mediaocean's platforms.
"Agencies need tighter connections across planning, activation, and execution to navigate today's fragmented media landscape," said Shawn Riegsecker, CEO of Basis, in the announcement. The companies position the integration as enabling advertisers to bring direct buying, programmatic, search, social, and video together in a more connected and accountable framework.
Ramsey McGrory, president of Prisma by Mediaocean, characterized the development as reimagining how different media channels converge. "Programmatic is no longer a form of media, but rather a mindset about how to integrate workflow and data in automated ways," McGrory stated in the press release. The partnership targets the largest and most sophisticated advertising buyers who operate complex media portfolios requiring coordination across multiple execution paths.
The partnership integrates three distinct Mediaocean platforms with Basis's automation system. Campaigns planned and activated through Basis will flow into Prisma's automated ordering, trafficking, and actualization workflows. According to the announcement, an automated two-way synchronization aligns contracted and delivered spend across digital channels, accelerating reconciliation, reducing discrepancies, and improving month-end financial close processes.
Prisma serves as Mediaocean's enterprise media management platform, handling order placement, traffic coordination, and financial operations for CTV, online video, and social video. Microsoft Advertising Platform integrated with Mediaocean's Prisma in December 2024, enabling automated order insertion that reduced approval times to minutes while eliminating manual document handling and separate platform logins. The integration created digital workflows for both buy-side and sell-side operations through direct platform connections.
The Basis-Innovid integration addresses delivery, measurement, and optimization functions. Media activated through Basis will be delivered through Innovid's systems, which provide independent measurement and real-time optimization capabilities. According to the announcement, Innovid ensures campaigns perform with accurate and relevant creative execution while bridging planning assumptions with actual performance through in-flight optimization.
Innovid launched pixel-free purchase attribution in June 2025, connecting television advertising exposures directly to sales outcomes using 18 billion annual transaction records from Affinity Solutions. The InnovidXP platform enables marketers to measure ad performance based on sales lift, return on ad spend, and incrementality across online and in-store purchase transactions without requiring pixel implementation. Results from beta testing with agency PMG showed 25 times more attributed revenue and 4.3% incremental sales lift for quick-service restaurant campaigns.
Protected provides the verification layer, delivering AI-powered media quality, brand safety, and attention measurement. According to the announcement, Protected helps ensure media activated through Basis reaches authentic audiences in high-quality environments, providing marketers confidence that reconciled spend reflects legitimate exposure.
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The companies outline specific operational improvements for agencies and advertisers. Greater automation, increasingly powered through artificial intelligence, will span direct, social, and programmatic media activations. Marketers gain confidence that media investments deliver planned outcomes across execution, quality, performance, and financial dimensions.
Clear visibility into how planning decisions translate into delivery, quality, outcomes, and payment represents another benefit outlined in the announcement. The integration creates holistic end-to-end workflows that reduce operational overhead and enable teams to focus on higher-value strategic work rather than manual reconciliation tasks.
Faster and more accurate reconciliation supports timely payments and healthier publisher relationships, according to the press release. Better audit readiness stems from consistent, accurate financial and media data maintained throughout the campaign lifecycle. The automated systems minimize discrepancies between contracted commitments and delivered performance.
The companies position these capabilities as addressing fundamental operational challenges documented across the advertising industry. Mediaocean's 2025 Advertising Outlook Report, released January 13, 2025, revealed that 86% of advertisers report lack of synchronization between creative and media processes. The research, based on survey responses from nearly 700 marketing professionals, indicated that 28% of marketers now consider automation a critical capability—the only category showing increased prioritization in the latest survey.
The partnership announcement arrives during substantial industry momentum toward workflow automation and platform consolidation. Mediaocean processes over $200 billion in annualized advertising spend through its software products, according to the company's press materials. The scale enables deployment of artificial intelligence and automation capabilities designed to optimize investments and outcomes across the advertising ecosystem.
Basis describes itself as solving the advertising industry's biggest problems with a comprehensive automation platform. The company functions as a unified command center for agencies and brands, delivering integrated applications specializing in planning, operations, reporting, and financial reconciliation across programmatic, publisher-direct, search, and social channels. By closing system gaps and automating workflows, Basis aims to empower leaders to increase efficiency and productivity.
Mediaocean and Magnite partnered in March 2024 to streamline streaming television advertising through direct integration between Prisma and Magnite's ClearLine solution. The collaboration provided buyers direct access to premium video inventory from over 90% of ad-supported CTV viewers in the United States while maintaining cost-effective automation and allowing media owners full control over direct buyer connections.
The integration patterns reflect broader industry developments around unified buying platforms and cross-channel measurement. Amazon transformed its advertising infrastructure in November 2025, announcing a unified Campaign Manager platform collapsing Amazon DSP and Ads Console into a single buying tool. The consolidation eliminated fragmented workflows that previously required advertisers to manage sponsored ads and programmatic DSP campaigns through separate interfaces.
Platform unification addresses persistent challenges in media operations. According to the Basis-Mediaocean announcement, agencies invest billions of dollars for marketers to drive brands and grow sales, yet fragmentation across platforms makes it difficult to verify campaign delivery, audience authenticity, and outcome achievement in ways that support reconciliation and payment processes.
The partnership emphasizes financial workflow optimization as a core benefit. Automated two-way synchronization between Basis and Prisma aligns contracted spend with delivered performance, addressing discrepancies that historically required extensive manual intervention. According to the announcement, this accelerates reconciliation processes and improves month-end close operations.
Financial accuracy carries operational and strategic implications for advertising organizations. Discrepancies between planned commitments and actual delivery create reconciliation burdens that consume finance team resources while delaying payment cycles. The integration aims to minimize these gaps through continuous data synchronization rather than periodic batch reconciliation.
Faster, more accurate reconciliation supports healthier publisher relationships by enabling timely payments, according to the press release. Payment delays stemming from reconciliation challenges have historically strained advertiser-publisher dynamics. Automated financial workflows that reduce discrepancies and accelerate approval processes could improve these relationships while reducing administrative friction.
The emphasis on financial operations reflects changing priorities within advertising organizations. As marketing budgets face increased scrutiny, demonstrating clear connections between media investments and business outcomes has become essential. Systems that maintain consistent financial data throughout campaign lifecycles provide audit readiness and performance accountability.
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The integration addresses fragmentation across advertising channels that has complicated unified campaign management. Basis connects programmatic, direct-buying, search, and social activation in a single command center. By flowing these activations into Mediaocean's systems for ordering, trafficking, delivery, measurement, and billing, the partnership creates coordinated workflows spanning previously disconnected execution paths.
Search budgets have begun shifting to paid social, audio, CTV, and digital out-of-home as generative artificial intelligence places pressure on traditional search, according to predictions from Intentsify's Chris Modzelewski dated December 10, 2025. The migration reflects fundamental changes in how consumers and business buyers discover information online, reducing traditional search engine usage as users obtain information directly from AI tools.
Video channels continue converging over longer timeframes, with linear television, over-the-top streaming, connected television, and online video adding further options to advertiser toolkits. This convergence has accelerated throughout 2025 as platforms expanded advertising infrastructure to accommodate multi-format campaigns. The Basis-Mediaocean integration positions unified workflow management as infrastructure for navigating this complexity.
Connected television advertising spending approached $33.35 billion in 2025, with 72% of marketers planning increased programmatic investment, according to industry data. The IAB Tech Lab released CTV ad format standards for public comment in December 2025, addressing fragmentation that has impeded programmatic adoption in connected television. Standardization efforts aim to reduce custom creative development requirements and enable consistent execution across platforms.
The partnership's emphasis on CTV integration through Prisma and Innovid reflects the channel's growing importance in advertising portfolios. Innovid expanded conversion signals within Harmony on November 5, 2025, enabling publishers and platforms to optimize campaigns in real time based on actual business outcomes rather than traditional delivery metrics. Display & Video 360 became an early adopter of the conversion signals capability, which ties attributed conversions directly to ad-serving data within a closed-loop system.
The partnership arrives during significant consolidation in advertising technology. Mediaocean acquired Innovid for $500 million in a deal completed early 2025, merging it with Flashtalking to create an independent advertising technology alternative. The combined entity operates under comprehensive capabilities spanning ad delivery systems, creative personalization tools, measurement capabilities, and optimization features across multiple channels.
Innovid announced social advertising enhancements on December 17, 2025, adding Reddit support and Meta's Opportunity Score to streamline cross-platform campaigns across Facebook, Instagram, LinkedIn, Pinterest, Reddit, Snap, and TikTok. The feature set tackles technical obstacles that have historically fragmented social media campaign management, consolidating workflow and measurement capabilities within a unified platform.
Platform consolidation reflects advertiser demands for operational efficiency amid expanding channel options. The merger and partnership activities demonstrate industry recognition that fragmented point solutions create operational burdens while limiting optimization capabilities. Unified platforms that coordinate planning, execution, measurement, and finance offer potential efficiency gains by reducing manual data transfer and reconciliation requirements.
The emphasis on independence appears strategically significant. Both Basis and Mediaocean position their offerings as alternatives to walled garden platforms controlled by major media sellers. This positioning addresses industry concerns about conflicts of interest when companies both sell advertising inventory and provide measurement services. Independent platforms that separate buying, measurement, and verification functions potentially offer transparency advantages.
The integration incorporates Protected's verification capabilities to ensure media quality and brand safety. According to the announcement, Protected provides an independent layer of media quality verification powered by artificial intelligence. The system helps ensure media activated through Basis reaches real people in high-quality, brand-safe environments.
Attention verification has become increasingly important as advertisers seek to move beyond impression-based metrics toward engagement and outcome measurement. Innovid unveiled platform enhancements in March 2025 introducing creative optimization tools designed to strengthen campaign performance measurement capabilities across connected TV, linear, and digital channels. The updates focused on expanded signals, multiple metric measurement, optimization visualization, and granular performance analysis.
Independent measurement addresses persistent industry concerns about transparency and accountability. The ability to verify campaign delivery through systems not controlled by media sellers provides advertisers confidence in performance reporting. When combined with financial reconciliation capabilities, independent verification enables advertisers to confirm that paid spend corresponds with legitimate, high-value exposure.
The verification layer becomes particularly important for programmatic advertising where supply chain complexity can introduce quality concerns. Protected's role in the integration suggests the partnership aims to address these concerns through automated quality checks integrated into workflow processes rather than requiring separate verification steps.
The companies position the integration as creating foundations for AI-driven intelligent automation at scale. According to the announcement, establishing automated workflows across planning, buying, execution, and finance creates conditions for artificial intelligence optimization and decision-making throughout the media lifecycle.
Industry expert Ari Paparo questioned the Ad Context Protocol's media buying applications in November 2025 analysis while supporting certain automation capabilities. The protocol, launched October 15, 2025, aims to establish technical standards for AI agents operating across advertising platforms. Paparo expressed support for creative automation potential while raising concerns about whether agents solve fundamental business problems in programmatic direct transactions.
The IAB Tech Lab introduced its Agentic RTB Framework version 1.0 for public comment on November 13, 2025. According to IAB Tech Lab CEO Tony Katsur, the framework aims to create more comprehensive and efficient agentic media buying marketplaces by better enriching, informing, and analyzing programmatic trading. The framework introduces containerization concepts enabling companies to function as containerized agents within demand-side platforms.
Artificial intelligence capabilities in advertising have expanded substantially throughout 2025. Amazon launched closed beta for AI agent advertising integration in November 2025, enabling partners to build advertising agents through standardized protocols. The MCP Server provides programmatic access to campaign operations through conversational interfaces, allowing tasks that previously required platform navigation to become accessible through natural language queries.
The Basis-Mediaocean partnership's emphasis on AI foundations suggests the companies anticipate increasing automation in campaign management, optimization, and financial operations. By establishing integrated workflows now, the partnership potentially enables future AI implementations that span the complete media lifecycle rather than operating within siloed functions.
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The integration carries significant implications for agency operational models. By reducing manual work in ordering, trafficking, reconciliation, and billing, the partnership potentially enables agencies to reallocate resources toward strategic planning and creative development. According to the announcement, the holistic end-to-end workflow frees teams to focus on higher-value work rather than operational overhead.
Agency business models have faced mounting pressure from fee compression and increasing campaign complexity. Automation that reduces operational costs while maintaining or improving service quality could help agencies preserve margins while managing larger campaign volumes. The financial reconciliation improvements specifically address pain points that consume finance team resources.
The partnership also addresses measurement challenges that have complicated agency accountability. By providing clear visibility into how planning decisions translate into delivery, quality, outcomes, and payment, the integration potentially strengthens agencies' ability to demonstrate campaign effectiveness. This transparency becomes particularly important as clients demand greater accountability for media investments.
Integration with enterprise systems like Prisma positions the partnership to serve large agency holding companies and sophisticated independent agencies that operate complex media operations. The announcement's emphasis on serving "the largest and most sophisticated ad buyers" suggests the initial focus targets agencies managing substantial media volumes across multiple clients and channels.
The announcement describes the integration as connecting platforms but provides limited detail on technical implementation requirements or timelines. Media buyers will presumably require configuration to enable data flows between Basis and Mediaocean platforms. The automated two-way synchronization mentioned for Prisma integration suggests API connections that maintain real-time or near-real-time data consistency.
Microsoft Advertising's Prisma integration required account mapping between Prisma instances and Microsoft Advertising before accessing automated features. Once mapped, the system enabled direct order transmission with status updates reflecting in minutes. Similar implementation prerequisites likely apply to the Basis-Mediaocean integration, requiring initial setup before automation becomes operational.
The integration architecture must maintain data consistency across multiple platforms while automating previously manual processes. For Basis users accustomed to unified workflows within a single system, the expansion to include Mediaocean platforms could introduce complexity requiring training and change management. The partnership's success may depend partly on how seamlessly the integrated systems function from user perspectives.
Security and data governance considerations apply to any integration connecting multiple enterprise systems. Financial data, campaign performance metrics, and advertiser information flowing between Basis and Mediaocean platforms require appropriate access controls and audit trails. The announcement does not address these technical requirements but they represent standard concerns for enterprise software integrations.
The partnership strengthens both companies' competitive positions in advertising technology. Basis gains access to Mediaocean's enterprise planning, ordering, and billing infrastructure while maintaining its unified activation platform. Mediaocean expands Prisma's reach into Basis's customer base while positioning its platforms as comprehensive solutions for managing the complete media lifecycle.
The emphasis on independence and transparency differentiates the offering from walled garden platforms. Major technology companies including Google, Meta, and Amazon operate closed ecosystems where they control planning, buying, measurement, and verification functions. The Basis-Mediaocean partnership offers an alternative where specialized platforms handle different functions while maintaining interoperability.
Industry consolidation around unified platforms has accelerated throughout 2025. TTD enabled programmatic retail media buying through Koddi partnership in October 2025, integrating onsite retail inventory access with unified measurement across retail media and broader digital campaigns. The integration addressed fragmentation challenges by providing advertisers access to sponsored product ads through the same infrastructure they use for scaled, data-driven media buying.
Competitive responses from other advertising technology platforms remain to be seen. The partnership creates pressure on alternative platforms to demonstrate comparable capabilities for unified workflow management, cross-channel measurement, and financial reconciliation. Platforms lacking these capabilities may face disadvantage as advertisers prioritize operational efficiency and consolidated reporting.
The partnership's emphasis on financial reconciliation addresses persistent operational challenges in advertising. Discrepancies between contracted commitments, delivered impressions, and billed amounts have historically required extensive manual reconciliation consuming finance team resources. Automated synchronization between planning, execution, and billing systems promises to reduce these friction points.
Month-end close operations in advertising organizations often involve reconciling data from multiple platforms, resolving discrepancies, and obtaining approvals before processing payments. The integration's automated two-way synchronization aims to accelerate these processes by maintaining consistent data throughout campaign lifecycles rather than requiring periodic batch reconciliation.
Financial accuracy carries strategic implications beyond operational efficiency. Advertising organizations facing budget scrutiny must demonstrate clear connections between media investments and business outcomes. Systems that maintain audit trails from initial planning through final billing support this accountability while reducing compliance burden.
The partnership positions automated financial workflows as competitive advantage for agencies and advertisers managing large media portfolios. By reducing manual reconciliation requirements, organizations potentially reallocate finance team resources toward strategic analysis rather than tactical data management. This shift aligns with broader industry trends toward data-driven decision-making supported by automation.
The announcement provides limited information on implementation timelines or phased rollout plans. The January 6, 2025, press release describes the partnership as newly announced but does not specify when integrated capabilities will become available to Basis and Mediaocean customers.
Enterprise software integrations typically require development, testing, and gradual customer onboarding rather than immediate universal availability. The technical complexity of connecting multiple platforms across planning, execution, measurement, and finance functions suggests phased implementation enabling validation before broad rollout.
Existing Basis customers may need to adopt Mediaocean platforms to access integrated capabilities, while Mediaocean customers using Prisma, Innovid, and Protected may need to adopt Basis for unified activation. The announcement does not address these customer adoption requirements or whether integration features will be optional or mandatory for platform users.
The companies position the partnership as laying groundwork for AI-driven intelligent automation at scale, suggesting longer-term development plans beyond initial integration capabilities. The foundation established through platform connections potentially enables future enhancements as artificial intelligence capabilities mature and automation sophistication increases.
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Who: Basis Technologies and Mediaocean announced the integration partnership, with comments from Shawn Riegsecker (CEO, Basis) and Ramsey McGrory (President, Prisma by Mediaocean). The partnership targets agencies and advertisers managing complex media operations across programmatic, direct buying, search, social, and connected television channels.
What: An integration partnership connecting Basis's unified advertising automation platform with Mediaocean's enterprise systems (Prisma, Innovid, and Protected) to automate the complete media campaign lifecycle from planning through financial reconciliation. The integration establishes workflows for ordering, trafficking, execution, delivery, measurement, verification, and billing across fragmented media channels, replacing disconnected point solutions with coordinated automation.
When: The partnership was announced on January 6, 2025, through press release and LinkedIn posts. Implementation timelines and customer availability were not specified in the announcement, suggesting phased rollout following development and testing.
Where: The integration operates within enterprise advertising technology infrastructure serving agencies and advertisers globally. Basis operates from Chicago while Mediaocean maintains offices worldwide, processing over $200 billion in annualized advertising spend through its platforms.
Why: The partnership addresses operational challenges from media fragmentation where agencies navigate disconnected systems for planning, buying, execution, measurement, and finance. According to the announcement, agencies generate thousands of campaigns across platforms while struggling to verify delivery, audience authenticity, outcomes, and financial auditability. The integration aims to reduce manual work, minimize discrepancies, accelerate reconciliation, and create foundations for AI-driven optimization across the media lifecycle while providing transparency and accountability unavailable in walled garden platforms.