Guideline, Tinuiti Claim Double-Digit Media Cost Gains in New Ad Data Partnership
Updated
Updated · PR Newswire · Aug 12
Guideline, Tinuiti Claim Double-Digit Media Cost Gains in New Ad Data Partnership
1 articles · Updated · PR Newswire · Aug 12
Summary
Double-digit media cost advantages across several key channels were the headline claim as Guideline and independent agency Tinuiti unveiled a partnership on Wednesday.
The tie-up feeds Tinuiti into Guideline's Ad Intelligence product as a strategic data contributor while giving the agency access to Guideline's benchmark data for media pricing and performance.
Guideline said the arrangement lets brands judge agency buying power against verified market data instead of agency size, platform-reported metrics or modeled estimates.
Tinuiti manages more than $4.5 billion in media and 1,200 employees, while Guideline says its systems administer over $300 billion in media budgets and track about $200 billion in annual ad investment across 65 countries.
With platforms overstating ad impact by up to 60%, can Guideline and Tinuiti's new alliance finally expose the truth behind media costs?
If an independent agency can secure double-digit media cost advantages, are massive advertising holding companies losing their ultimate leverage?
As retail media explodes, will this massive independent benchmark database force major networks to completely rethink their self-reported performance metrics?