Business
Direct Digital Holdings Partners with Basis Technologies on Buy- and Sell-Side
Holding Group's Colossus SSP Integrates with Basis to Increase Advertisers' Programmatic Reach of Multicultural / Diverse Media Inventory Buy-Side Company
About this update from Direct Digital Holdings, Inc.
[{"type":"text","content":"Holding Group's Colossus SSP Integrates with Basis to Increase Advertisers' Programmatic Reach of Multicultural / Diverse Media Inventory\nBuy-Side Company Huddled Masses Collaborates with Basis to Serve SMB & Middle-Market Advertisers\nHOUSTON and CHICAGO, Oct. 26, 2023 /PRNewswire/ -- Direct Digital Holdings, Inc. (Nasdaq: DRCT) (\"Direct Digital Holdings\" or the \"Company\"), a leading advertising and marketing technology platform operating through its companies Colossus Media, LLC (\"Colossus SSP\"), Huddled Masses LLC (\"Huddled Masses\") and Orange142, LLC (\"Orange142\"), today announced a new partnership with Basis Technologies (\"Basis\"), a global provider of programmatic advertising and media automation solutions.\nAs part of the agreement, Colossus SSP has directly integrated with the Basis media automation platform to enable more agencies and brands to increase diversity, equity and inclusion efforts by scaling spend on multicultural / diverse audiences and media, and minority-owned properties such as Blavity, Ebony and Univision.\nIn addition, Basis has been named a preferred demand-side platform (DSP) by Huddled Masses – which specializes in working with small- and mid-sized business (SMB) and middle-market business clients. With these types of advertisers often having smaller budgets, preventing them from accessing bigger technology platforms, this deal enables Basis to increase its reach with this set of underserved marketers.\n\"Basis Technologies is aligned with Direct Digital Holding's focus on democratizing programmatic advertising for all,\" said Mark Walker, CEO and Co-Founder, Direct Digital Holdings. \"The omnichannel capabilities and wide scale of Basis will bolster Colossus SSP's and Huddled Masses' abilities. In turn, the relationship with Huddled Masses is also giving Basis expanded reach to an often overlooked – but extremely valuable – group of advertisers.\"\n\"Direct Digital Holdings and Basis Technologies want to be part of the solution to overcome the barriers that underserved groups on the buy- and sell-side face in digital media,\" said Tyler Kelly, President, Basis Technologies. \"The need for the technology and services that Direct Digital Holdings offers is obvious, as they provide the heft and influence that can channel ad technology innovations for the benefit of a wider set of organiza...