Further Integration for Guideline and Mediaocean Tools

Ad tech firms Guideline and Mediaocean have announced deeper, API-based integrations, which will allow users of the former's MediaTools solution to create and update media plan goals into the latter's Prisma media management system, and bring actualized buy data back the other way.

Guideline's proprietary spend and pricing data represents approximately $200 billion in annual media investment across 65 countries worldwide. The US-based company was formed through the acquisitions and combination of Standard Media Index, SQAD and Lumina. Mediaocean is the parent of digital measurement specialist Innovid.

The firms say the new capabilities will automate workflow for agencies and brands by eliminating spreadsheet-heavy reconciliation and aligning planning, buying, operations and finance with consistent campaign data.

Vincent Mifsud, CEO of Guideline says the new integrations 'reduce duplicate entry, improve data consistency, and give the enterprise teams managing tens of billions in media investment a more trusted foundation for decisions throughout the campaign lifecycle. Prisma COO Stephanie Watson (pictured) comments: 'Prisma's goal is to help customers connect every stage of the campaign lifecycle with greater consistency, automation, and control. By expanding our integration with Guideline, we're making it easier for shared customers to align planning, buying, operations, and finance workflows around a common set of data, reducing friction and improving continuity from planning to reconciliation.'

The partners are online at www.guideline.ai and www.mediaocean.com .