What Basis changed

• Updated Forrester Total Economic Impact stats:
  • Productivity increase changed from 16% to 35%.
  • Media operations time reduction changed from 16% to 43%.
  • Return on Investment changed from 16% to 48%.
  • Manual steps reduction changed from 16% to 40%.
• Refreshed "Latest Content" section with a new podcast on real-time market research and a comparison guide for CTV advertising platforms.
• Removed the cookie consent banner text from the bottom of the page.

Basis is significantly increasing the performance claims they use to sell their software. They are now promising much higher productivity gains and time savings than before, which makes their sales pitch more aggressive.

• Lowered all key performance metrics from the Forrester analysis to a flat 16% (previously 35% to 48%).
• Added a new featured blog post about how AI search affects the customer journey.
• Removed an older blog post about consumer time versus ad spend.
• Added a detailed cookie consent and management banner to the footer.

Basis significantly lowered the performance metrics they claim to deliver. They also shifted their content focus toward how AI search impacts the open web.

• Replaced a guide on political advertising with a new article about the gap between consumer time and ad spend.
• Swapped a blog post on economic uncertainty for a new piece on 5 ways AI helps marketing teams move faster.
• Removed a guide on brand launching to feature a new "Insights" piece on "Agentic Advertising" for agencies.
• Updated the "Latest Content" section with three new articles published between September 23 and September 25, 2026.

Basis is moving away from general market advice and political guides to position itself as a leader in AI-driven "agentic" advertising. This suggests they are targeting agencies looking to automate complex media operations using advanced technology.