Guideline
Guideline is a advertising intelligence and media planning software built on proprietary data.
Guideline operates in the AdTech Vendor segment.
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Distinction
Guideline is an advertising intelligence and media planning software platform, not a general corporate policy handbook tool or a standalone media buying agency. It competes more directly with media measurement and planning data vendors than with consumer ad platforms.
- Founded
- Unknown
- Headquarters
- United States
- Core Segment
- AdTech Vendor
- Company Size
- 50–200
- Official Links
- Website
- Verified
- 2026-05-07
Key insights about Guideline
Guideline: About
Guideline operates a B2B software-and-data model. It aggregates proprietary billing, spend and pricing data from major agency and media ecosystems, packages that intelligence into analytics modules and embeds it within planning and workflow software used by professional media teams. The business creates value by reducing information asymmetry in media pricing and spend, standardising plan management, and integrating market intelligence directly into operational decision-making.
Products & Services in Categories
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Guideline: Market Position
Guideline is a private advertising intelligence and media planning software company serving media agencies, enterprise marketing teams, media owners and related analyst functions. Its platform combines proprietary spend and pricing datasets, planning workflow software, analytics modules and an embedded AI assistant to help customers benchmark media costs, analyse market activity, build plans and reduce spreadsheet-based planning processes.
The company generates revenue primarily through enterprise subscriptions and data access tied to its software platform, with additional value created through premium data modules, API access and bundled planning capabilities. Financial evidence indicates the business was formed in 2020 with GTCR backing and expanded through the combination of Standard Media Index, SQAD and Lumina assets under the Dreamscape structure.
Guideline: Key Competitors & Alternatives
→ View full competitor landscapeGuideline: Frequently Asked Questions
What is Guideline?
Guideline is a B2B advertising intelligence and media planning software company that combines proprietary spend and pricing data with planning workflows and analytics.
Who uses Guideline?
Its users include media agencies, enterprise marketing teams, planners, analysts, trading desks, media owners and broadcaster revenue teams.
How does Guideline make money?
It makes money through enterprise software subscriptions, licensed access to proprietary media datasets, premium modules and API-enabled integrations.
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