As agencies manage increasingly complex, omnichannel media operations, the ability to connect planning, execution, and financial systems has become a defining challenge for the MarTech ecosystem. Addressing that need, Basis and Mediaocean announced a new integration partnership designed to automate the entire media lifecycle from planning and activation through ordering, trafficking, execution, quality, measurement, and finance. The Basis Mediaocean partnership aims to reduce fragmentation across media workflows and create a foundation for intelligent, AI driven automation at scale.
Under the agreement, Basis, the advertising automation platform, will integrate with Mediaocean platforms including Prisma, Innovid, and Protected. The integration links media planning and activation in Basis directly with the enterprise systems agencies rely on to order, manage, measure, reconcile, and pay for media across channels. Mediaocean serves as a foundational partner for omnichannel advertising, and together the companies are working to streamline how campaigns move from strategy to spend.
Agencies invest billions of dollars on behalf of marketers, executing thousands of campaigns and line items across programmatic, direct buying, search, social, video, and linear media. However, disconnected platforms often make it difficult to verify that ads were served correctly, reached real people, and generated the intended outcomes, while also remaining auditable for reconciliation and payment. By connecting systems that have traditionally operated in silos, the Basis Mediaocean partnership is intended to ease these operational pain points.
Marketing Technology Insights: Operative Unveils AOS Services Platform to Power Media Monetization
“Agencies need tighter connections across planning, activation, and execution to navigate fragmented media landscape,” said Shawn Riegsecker, CEO of Basis. “Together, Basis and Mediaocean are helping advertisers manage the full complexity of media, empowering the largest and most sophisticated ad buyers to bring direct buying, programmatic, search, social, and video together in a more connected, accountable way.”
Mediaocean provides widely adopted workflows that allow agencies and advertisers to plan, order, traffic, execute, verify, measure, and pay for media using a single source of truth. Basis functions as a unified command center for planning, operations, and reporting across channels. With the new integration, campaigns planned and activated in Basis can flow directly into Prisma for automated buying, trafficking, approval, reconciliation, and payment, particularly for connected TV, online video, and social video.
Execution and performance measurement continue through Innovid, which supports delivery, independent measurement, and in flight optimization to align real world performance with planning assumptions. Media quality and verification are addressed through Protected, which applies AI powered brand safety, attention, and fraud detection to ensure ads reach real people in high quality environments.
Marketing Technology Insights: Viant Launches Outcomes, a Fully Autonomous Open Internet Ad Product
“Modern advertising is about reimagining how programmatic, direct buying, social, linear, and other media channels come together in powerful ways. Basis and Mediaocean are bringing that vision to life,” said Ramsey McGrory, president of Prisma by Mediaocean. “Programmatic is no longer a form of media, but rather a mindset about how to integrate workflow and data in automated ways, and we are thrilled to make this partnership available to our agencies and marketers.”
By anchoring the full media lifecycle within connected systems, the integration reduces the need to stitch together point solutions while improving visibility, audit readiness, and reconciliation speed. For agencies and advertisers, the Basis Mediaocean partnership signals a move toward holistic automation where planning decisions, delivery outcomes, and financial reporting are aligned. As AI driven optimization becomes more central to media buying, this type of end to end integration is likely to play a critical role in how large scale advertising operations evolve.
Marketing Technology Insights: Mindgruve Names Spencer Lian Thornton VP of Growth and Partnerships
For media inquiries, you can write to our MarTech Newsroom at info@intentamplify.com
