Guideline and Tinuiti in Ad Intelligence Data Deal

Guideline has partnered with independent media agency Tinuiti to provide intelligence helping independent ad agencies strengthen their bargaining position in media buying.

Tinuiti's offering is centred around its Bliss Point Marketing Operating System, 'the ultimate brand and performance unifier' - which brings measurement into the heart of its clients' decisions on audience, creative and media. The firm has around 1,200 employees across the US, Mexico and EMEA.

Guideline's market benchmarks help clients assess agency buying performance, compare media costs and investment outcomes based on verified, independent market data rather than perceived scale, platform-reported metrics or modeled estimates. The deal gives Tinuiti access to Guideline's Ad Intelligence Data, in return for data contributed to the product.

Reuben Tozman (pictured), Chief Data Strategy and Strategic Alliances Officer at Guideline, says the value of its ad intelligence product is 'directly tied to the quality and scale of the data behind it.' He adds: 'By working with leading agencies such as Tinuiti, we can help marketers better understand market dynamics and make more informed decisions through trusted, independent intelligence.'

Jeremy Cornfeldt, President of Tinuiti, states: 'Access to independent market intelligence gives us a clearer view of broader advertising trends and competitive benchmarks. That visibility helps us guide clients with greater confidence, connecting brand and performance investments in ways that drive both immediate results and sustainable growth.'

Web site: www.tinuiti.com and www.guideline.ai .

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