Guideline Launches New Unit for Faster Media Insights

Advertising data and media planning tech firm Guideline has launched a new business unit called the Data Insights Service, promising its clients accelerate time-to-insight and smarter advertising decision-making. Former NBCUniversal exec Sean Wright joins to lead it as Chief Insights and Analytics Officer.

Guideline was formed with the merger of Standard Media Index, SQAD and Lumina, and last month launched the Digital Ad Data Innovation Suite, extending its offering for both ad spend and pricing intelligence.

The new unit taps the company's proprietary industry ad data, combining this with third-party overlays, AI/ML-powered pattern detection, and qualitative signals from market behavior. Outputs will span pricing, media allocation, inventory management, sales enablement, content acquisition, and go-to-market strategy.

Wright brings nearly two decades of experience, most recently from NBCU where he was SVP of Market Intelligence and Strategy, and earlier in senior roles across both buy-side and sell-side organizations, including Anheuser-Busch and Wakefern. In his new role he will oversee a team of insights analysts, data scientists, and strategic consultants, delivering intelligence across the analytics cycle, from diagnostic to predictive and prescriptive insight.

Recently appointed CEO Vincent Mifsud comments: 'Through our actual, buy-side sourced ad spend and pricing data, Guideline already gives clients the most trusted view of media investment in the market. The Data Insights Service is designed to cut through noise and surface what truly matters to our customers faster. With Sean leading the team and our AI engine accelerating how we interpret data and deliver insights, we'll be helping clients get from signal to action with more clarity, context, and confidence than ever before.'

The firm is on the web at www.guideline.ai .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.