New Guideline Suite Unites Ad Pricing and Spend Data

Ad data and media planning tech firm Guideline has launched the Digital Ad Data Innovation Suite, extending its offering for both ad spend and pricing intelligence.

Guideline provides data and technology to guide clients' media investment, and was formed with the merger of Standard Media Index, SQAD and Lumina. The firm has recently appointed Vincent Misfud as CEO, promoted Alberto Leyes to SVP of Go-to-Market Strategy, and brought in former Enghouse Systems Marketer Tim Peters as CMO and VP of Demand Generation.

The new Suite taps Guideline's data on $115 billion of US annual transactional ad spend, covering millions of placements and sourced from all major holding agency groups, as well as many of the largest independent agencies. The tools allow clients to benchmark video and audio ad length; view intelligence for more than 220 publisher-specific ad units, including formats like TikTok TopView, YouTube Shorts and Netflix Top 10; measure the presence and volume of audience targeting layers, both demographic and signal-based; compare skippable ads against non-skippable, for the appropriate platforms; and view Spend and Pricing side-by-side, to aid planning, packaging and monetization strategy.

Peters (pictured) says the new suite gives 'buyers, sellers, and platforms the clarity they need to navigate an innovation-heavy and fast-fragmenting digital advertising market.' Mifsud adds: 'This new innovation addresses the needs of our advertiser and publisher customers alike who are seeking granular digital data that reflects how they transact. This new release brings structure, pricing, volume sizing, and clarity to that digital advertising, powered by real transactional data.'

The firm is online at www.guideline.ai