This year, Basis hosted a virtual version of their in-depth training seminar that covered a breadth of valuable DSP knowledge. These sessions covered a wide variety of topics including;

  • Suggested workflow techniques within the DSP
  • How to leverage key custom audience segments
  • Data validation and analysis
  • Conversion tracking best practices by vertical
  • Optimization techniques
  • New features being rolled out to Basis advertisers

These topics were covered in a well-organized classroom structure that encouraged hands-on learning and open conversation, which in turn drove home the key learnings and takeaways.

Insights & Takeaways

The digital marketing landscape is an ever-evolving ecosystem. Tech partners introduce new patented approaches to audience segmentation, analytics platforms introduce new customer journey mapping solutions, ad exchanges evolve their bidding sophistication, etc. The Basis DSP plays an integral role in sitting not only at the forefront, but at the crossroads of where these technologies and partners meet.

Attending the Basis Foundations conference this year allowed Zion & Zion to better understand how to best leverage DSP technologies and strategies, which in turn will propel our advertisers forward in the competitive digital marketing landscape. The list of benefits and knowledge garnered by attending this conference are almost endless. Below are just a few key insights and takeaways that are positively impacting advertisers today.

Leveraging Lookalike Modeling Through NinthDecimal

Lookalike modeling can be a powerful tool to use to increase scale, performance, and reach against a previously untapped audience. NinthDecimal’s partnership with Basis allows advertisers to send highly valuable CRM lists to NinthDecimal, creating custom lookalike segments with personal identifiable information removed. With NinthDecimal’s modest CPM fee of $1.50, you can apply custom built lookalike segments in your prospecting campaigns that reach an audience of users who resemble your client’s most valuable customers. Leveraging these lookalike segments while suppressing existing retargeting pools provides a well-defined audience that will prove valuable in any conversion optimized prospecting strategy.

Look-a-Like Targeting | Basis Foundations

Applying Paid Search Retargeting in The Programmatic Landscape

Any marketer can tell you how challenging it can be to tie cross-channel advertising tactics together to create a wholistic, results-driven strategy. Basis’s partnership with Datonics allows advertisers to build custom created retargeting lists specific to a consumer’s website search behavior. This unique audience segmentation strategy allows you to better close the loop on the overall customer journey and target people cross-channel with a unified and consistent message. This message tailored to what that person is showing interest in based on that their search queries. This tactic can add value to an advertiser’s paid search strategy. For example, you could generate a Google Ads report segmented by your advertiser’s top converting keywords. You could then export that keyword list and target those search query behaviors programmatically, which in turn helps create a unique and valuable messaging experience that remains consistent across your advertising channels.

Datontics | Basis Foundations

Taking Geo Targeting A Step Further

Factual is a geolocation company partnered with Basis that provides valuable latitude and longitude-based audience segments. Factual’s audience data allows advertisers to retarget people based on restaurants they frequent, sporting events they attend, universities they attend, and more. The ability to target audiences based on offline behavior is a huge value add in the Basis DSP. Factual’s partnership with Basis allows you to access this technology in a streamlined and efficient process, all done through the Basis DSP. Tailoring custom messaging to consumers based on places they frequent provides advertisers a method to better personalize the customer experience and drive incremental results, by targeting a previously untapped audience segment.

Factual | Basis Foundations

Leveraging Postback / Server-to-Server Conversion Tracking

With Google announcing that they will be eliminating third party cookies, Basis has begun brainstorming valuable alternative conversion tracking methods. Postback, or server-to-server conversion tracking, allows advertisers to see conversion data in the Basis DSP without relying on the third-party cookies. This conversion tracking method relies on the advertiser’s server capturing a unique postback tracking variable after an ad is clicked, then reporting the desired action back to the advertiser’s server and back to the DSP. The illustration below demonstrates how this is done with a mobile app campaign, but this technique can be used in web browsers as well. This will be a key tool to leverage as advertisers move toward cookie-less conversion tracking.

Postback Conversion Tracking | Basis Foundations

The Importance of Machine Learning Optimization

Basis’s Machine Learning optimization technique allows advertisers to lean into Basis’s machine learning to analyze over 30 different parameters, predicting clicks for each ad impression in real time. This allows Basis to create a model that is unique to each advertiser. This optimization technique is key to any campaign that values targeting individual users (not just ad inventory) with a longer flight period to allow powerful learning and optimizations to begin making key bid adjustments. This technology is beneficial in saving time, money, resources, and can positively impact campaign performance.

Machine Learning Optimizations | Basis Foundations


Programmatic advertising is a fast changing, ever-evolving ecosystem. The Basis Foundations conference did an excellent job covering core programmatic advertising concepts, valuable partners accessible through the Basis DSP, and cutting-edge technology that’s highly beneficial in staying ahead of the curve. Basis Foundations provided advertisers the tools and knowledge necessary to build programmatic campaigns that not only meet but exceed client expectations. Both the Zion & Zion programmatic team, clients, and all stakeholders involved in digital marketing campaign performance are reaping the benefits of the knowledge and skillsets acquired during this training.