New capabilities deliver unprecedented clarity into the placement-level dynamics shaping digital media strategy, pricing, and targeting amid evolving market complexity
Guideline, a leading provider of advertising data and media planning technology, announced the launch of its Digital Ad Data Innovation Suite, a major expansion of its digital intelligence capabilities across both Ad Spend and Pricing datasets.
Over the past several years, digital media has undergone rapid innovation. Ad placements are no longer uniform but highly atomized by unit type, diversified targeting layers, and delivery path. Yet, while innovation surged, transparency and intelligence solutions have lagged behind until now.
“The new suite offers market-first visibility into the increasingly atomized world of digital advertising providing granular pricing and volume signals by ad unit length, publisher-specific ad products, ad skippability and both demographic and advanced audience targeting layers, giving buyers, sellers, and platforms the clarity they need to navigate an innovation-heavy and fast-fragmenting digital advertising market,” said Tim Peters, Chief Marketing Officer at Guideline.
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The Digital Ad Innovation Suite is built on Guideline’s $115B/year in US annual transactional ad spend data, sourced from all major holding agency groups and many of the largest independent agencies, and covering thousands of publishers and millions of placements. For the first time, Guideline clients can:
Benchmark video and audio ad length (6s, 15s, 30s, 60s, 75+)
Access unique intelligence for over 227 publisher-specific ad units, including formats like TikTok TopView, YouTube Shorts, Netflix Top 10, Peacock Premium, Hulu Brightline Interactive, and Pandora Sequential Audio
Measure volume and presence of audience targeting layers, including both age/gender blocks and advanced signals such as income, interest, purchasing intent, contextual relevance, and behavior
Compare skippable vs. non-skippable ads across suitable platforms
Leverage both Spend and Pricing views side-by-side to power smarter planning, packaging, and monetization strategy
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The Ad Innovation Suite empowers both buyers and sellers with greater precision and specificity. On the sell side, media owners gain benchmarking visibility into placement elements and targeting components to optimize pricing, packaging, inventory management and ad sales strategy. On the buy side, agencies and brands can evaluate where premium pricing aligns to real performance across formats, innovation units, and targeting layers enabling more informed investment, negotiation, and yield modeling decisions.
“This new innovation addresses the needs of our advertiser and publisher customers alike who are seeking granular digital data that reflects how they transact,” said Vincent Mifsud, CEO of Guideline. “This new release brings structure, pricing, volume sizing, and clarity to that digital advertising, powered by real transactional data.”
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