Basis Technologies
Basis Technologies scripts serve programmatic display and video advertisements on publisher websites. Scripts collect browsing behavior, ad impression data, and engagement signals for campaign performance measurement and audience targeting across the ad network.
Overview
Basis Technologies (formerly Centro) is a programmatic advertising demand-side platform (DSP) and campaign management system. Its scripts appear on publisher websites as part of ad serving arrangements where Basis-managed campaigns deliver display and video advertisements. The scripts handle ad rendering, impression measurement, and audience signal collection for campaign optimization.
What This Script Does
Basis Technologies ad scripts load from Basis-controlled ad serving infrastructure when a publisher's ad slot calls for a Basis-managed creative. The script renders the advertisement — display banner, rich media, or video — within the designated ad container on the page.
Simultaneously, the script collects signals for campaign measurement and audience building: the page URL and content context, a cookie-based or fingerprint-derived visitor identifier, impression timestamp, and engagement signals (whether the ad was viewed, hovered over, or clicked). These signals feed back into Basis's reporting dashboards and may inform retargeting audience segments used in subsequent campaigns.
Third-party cookies set by Basis expire on schedules typical for ad platforms (30-90 days for retargeting audiences). The script may also call additional measurement and verification vendors (brand safety, viewability measurement) as part of the ad serving chain.
Consent & Compliance
Basis Technologies scripts are marketing and analytics — they serve advertising and measure its performance using persistent identifiers. Under GDPR, this processing requires explicit consent; legitimate interest is not a valid basis for behavioral advertising (as confirmed by multiple data protection authority rulings and the IAB TCF framework's required consent signals for advertising purposes).
The ePrivacy Directive requires prior consent for advertising cookies regardless of legal basis. Basis Technologies participates in the IAB Transparency and Consent Framework (TCF); publishers using Basis should ensure their CMP transmits valid TCF consent signals to the ad serving stack before Basis scripts are allowed to run.
Under CCPA/CPRA, behavioral advertising data collection and sharing with ad platforms constitutes a "sale" or "sharing" of personal information, requiring an opt-out mechanism (typically a "Do Not Sell or Share" link). Basis is a US-based company operating across domestic and international markets.
Should You Block This Without Consent?
Yes. Basis Technologies scripts serve behavioral advertising and collect audience data using persistent identifiers. Under both GDPR (explicit consent required for behavioral ads) and ePrivacy (prior consent for advertising cookies), these scripts must be blocked until marketing consent is explicitly granted through a compliant CMP.
Is Basis Technologies GDPR compliant?
Basis Technologies typically loads marketing and analytics trackers, which are not strictly necessary for your site to work. Under the GDPR and the ePrivacy Directive, non-essential cookies and trackers must stay blocked until a visitor gives clear opt-in consent. So Basis Technologies can be fully GDPR compliant, but only if your site holds its scripts until consent is granted and lets visitors decline just as easily. Compliance depends on how your site loads Basis Technologies, not on Basis Technologies itself.
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basistechnologies.comMarketingbasistechnologies.com is a marketing domain operated by Basis Technologies, used to serve ads, build audiences, and measure ad conversions.
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