From spreadsheets to AI-powered platform
At Global Media Platform, we started with a simple yet powerful belief – media data shouldn’t be trapped in Excel spreadsheets. It should live in a shared, dynamic space where advertisers and agencies can access it for frequent and proactive decision-making. Our vision was to create an automated media management tool, and over the past ten years, we’ve helped over 500+ advertisers track their media investments.
Now with AI capabilities, we’re taking platform intelligence and automation to the next level. We’re launching a suite of Media AI tools designed to support the entire media lifecycle. Making it easier for agencies to deliver data, tell compelling stories, and enabling advertisers to extract meaningful insights from their data to manage and optimise their media investments.
How AI will transform Media Management
AI is already shaping media planning and buying at a tactical level. Agencies are leveraging AI to identify new growth audiences, optimise bidding strategies, and eliminate waste. As AI becomes more deeply embedded in planning and buying workflows, it will fundamentally reshape how advertisers and agencies collaborate on strategy and manage campaigns. Here’s how:
1.Media Intelligence & Data Predictions
The sheer volume of media data is incomprehensible for Excel sheets but not for AI models. AI can quickly sift through vast amounts of information, identify trends, and spot anomalies. AI models trained on deep media industry knowledge, will help users detect inconsistencies and gain critical insights. For example, AI could flag unusual spending patterns or identify underperforming placements. Helping you to make smarter investment decisions in campaigns and media plans.
2. Data Storytelling
Imagine receiving an AI-generated summary of your campaign performance, complete with insights? Can you imagine how efficient your decision-making could be? AI will go beyond just presenting numbers—it will translate complex media data into meaningful narratives. It will contextualize graphs, tables, and reports, summarising key insights in an easy digestible format. This will empower advertisers and agencies to focus on the right content, so they can make the right strategic decisions together.
3. AI-Powered Media Planning
Ultimately AI will change the way campaigns are planned and optimised. By analysing historical data and using predictive models, it will help advertisers and agencies decide the best strategies and set the right parameters for media plans, balancing cost with quality and performance. The future of media planning will be a collaborative process between human expertise and AI-driven insights, enabling advertisers and agencies to build smarter, more effective campaigns.
AI in Global Media Platform: What’s Available Now?
Smart Validations is the first tool in our AI-powered Smart series, starting with - data validation. Initially, we are focusing on verifying the reported number of units on a campaign.
Our Media AI has a deep understanding of media data, enabling it to predict outputs (GRPs, impressions etc.) at the lowest level of granularity. It takes into account all plan parameters and cost variables and is able to flag wrongly reported numbers with a high level of certainty.
This feature accelerates the data validation process by reducing errors, saving time and enhancing data reliability.
What’s next for AI in Global Media Platform?
Our platform is already packed with data visualisations—charts, graphs, and reports—that advertisers and agencies rely on in their work. Smart Annotations will provide AI-generated summaries for charts and reports. With its deep media knowledge, our Media AI offers far more powerful and insightful summaries, than general AI models. Think of it as an AI-powered executive summary, automatically highlighting significant key learnings and insights. Much like a book summary app that distils complex narratives into key takeaways, Smart Annotations will extract the most critical data points, allowing users to focus on strategic discussions rather than data interpretation.
The Future of AI in Media Management
The shift to AI enabled media management is already happening. There has been a dramatic acceleration just in the last year.
Where do we think we will be in the next three years?
Our vision is for Global Media Platform to evolve into an Agentic AI platform— one that understands your media data, collaborates with you on campaign planning, and acts as your digital agent, in helping you navigate the complexities of media management.
And we want to ensure it works for you. Your insights and feedback are essential in shaping the future of our AI tools. Join us on this journey—let us know what you need, what excites you, and how we can make AI work even better for your media strategy.
