Basis and Bionic are complementary in most ways. Basis brings programmatic advertising via its DSP. Bionic brings integrated media planning and media buying.

About Centro

Basis, formerly known as Centro, was founded in 2001.

Centro’s heritage and the bulk of its revenue comes from providing outsourced media services – media planning, ordering, trafficking, monitoring.

Following its acquisition of SiteScout DSP in 2013, Centro launched a self-service programmatic advertising platform 2017 under the BASIS brand name. Centro subsequently re-branded the entire company as Basis.

How Bionic is Different

While there is overlap in functionality, Bionic and Centro Basis are complementary in many ways.

There are agencies who use both Bionic and Basis together in their tech stack – Bionic for media planning and Basis for execution of digital line items.

Key Differences

  1. Limited To Digital Advertising – Centro Basis is limited to digital media, which is typically only a portion of the overall media plan. In contrast, Bionic media planning software supports all media channels including digital, TV, radio, billboard, magazine, newspaper, and every other media channel. So, you can plan 100% of your media budget in Bionic.
  2. Limited to US Dollars – Centro Basis only supports US Dollars-based media buying. This limits your options. In contrast, Bionic supports all major global currencies enabling you to buy media anywhere in the world, in any currency.
  3. Limited to BASIS DSP. At its core, Centro Basis is a DSP. It does not make sense to use Basis with any other DSP. In contrast, Bionic integrates with your choice of DSP including Gartner Magic Quadrant leaders Google DV360, The Trade Desk, MediaMath, Adform, and others.

What’s missing or wrong?

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