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…