Basis Technologies - Ad Tracking Consent

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.

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Consent Categories

Marketing

Analytics

Also Known As

basis technologiesbasis globalcentro advertisingbasis DSPbasis programmaticcentro DSP

Industries

Computers Electronics and Technology

Tracked Domains (1)

basistechnologies.comMarketing

Frequently Asked Questions

Does Basis Technologies require cookie consent?

Yes. Basis Technologies serves programmatic ads and collects browsing behavior, impression data, and audience signals for campaign targeting. It sets third-party cookies for visitor identification and retargeting. GDPR and ePrivacy mandate explicit opt-in consent before ad tracking scripts load.

What cookies and data does Basis Technologies collect?

Basis Technologies sets third-party cookies for visitor tracking and retargeting across publisher sites. Scripts collect page URLs, content context, impression timestamps, and engagement signals like ad views, hovers, and clicks. This data feeds campaign reporting and builds audience segments for ad targeting.

How does ConsentStack manage Basis Technologies ads?

ConsentStack detects Basis Technologies ad scripts and categorizes them under marketing and analytics. All ad scripts and tracking are blocked until the visitor consents to marketing. Once granted, ad creatives render and audience signal collection begins. Without consent, no ads or tracking load.