Basis, the platform developed by digital media services specialists Centro, is now certified to buy on Hulu’s private marketplace (PMP). Basis customers that secure approval from US streaming service Hulu gain cross-channel video advertising capabilities through programmatic ad buys that reach 72 million viewers watching on connected TVs and other devices.

Basis is a comprehensive, automated, and intelligent digital media platform—the only software solution of its kind to consolidate digital operations across programmatic, direct, search, and social campaigns. Access to Hulu’s PMP complements the connected TV advertising features already offered in Basis, allowing users to automate large-scale upfront Hulu deals and direct ad buys on every major OTT and digital video platform.

“Advertisers deserve choice and control in their transaction experience,” said Doug Fleming, Head of Advanced TV at Hulu. “Adding Centro’s Basis as a certified DSP partner offers advertisers yet another opportunity to reach their target audiences with efficiency on Hulu via our Advanced TV platform.”

Tyler Kelly, president of Centro, added: “As the streaming OTT leader with the largest wholly addressable marketplace, Hulu continues to grow as a partner for engaging viewers of premium video. Its innovations create more ways for marketers to scale top-of-the-funnel, site- and sound-driven branding efforts. Hulu and Centro are aligned in automating the buying of OTT video to make ad spend on this channel more seamless, effective, and compelling for agencies.”

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