Guideline, a leading provider of advertising data and media planning solutions, announced the release of its Digital Ad Data Innovation Suite, a significant expansion of its digital intelligence capabilities designed to enhance transparency across both ad spend and pricing datasets.
As the digital media ecosystem continues to evolve, advertising has become increasingly fragmented-spanning diverse ad unit formats, targeting layers, and delivery channels. While innovation in ad placements has accelerated, market-wide visibility and actionable intelligence have remained limited-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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Built on $115 Billion in Annual U.S. Ad Spend Data
The Digital Ad Data Innovation Suite leverages Guideline’s unmatched dataset of $115B in annual U.S. transactional ad spend, sourced from major holding agencies and leading independents. Covering thousands of publishers and millions of ad placements, the suite provides clients with first-of-its-kind insights, including the ability to:
- Benchmark ad performance by format and length — from 6s, 15s, 30s, 60s, and 75+ second video and audio units.
- Access intelligence across 227+ publisher-specific ad units, including emerging formats such as TikTok TopView, YouTube Shorts, Netflix Top 10, Peacock Premium, Hulu Brightline Interactive, and Pandora Sequential Audio.
- Evaluate audience targeting layers — spanning demographic blocks (age, gender) as well as advanced attributes like income, interests, purchasing intent, contextual relevance, and behavioral signals.
- Compare skippable vs. non-skippable ad performance across platforms.
- Leverage combined Spend and Pricing data for more effective planning, packaging, and monetization strategies.
Driving Smarter Decisions for Buyers and Sellers
The suite is designed to support both advertisers and publishers with the intelligence they need to optimize performance and ROI.
- For media owners: benchmarking visibility enables smarter pricing strategies, improved inventory management, and optimized ad sales.
- For agencies and brands: the data provides clarity on where premium pricing aligns with measurable performance, enabling more informed investment, yield modeling, and negotiation 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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