Media's future: From tools that constrain to platforms that enable

Media management is where strategy meets execution. It's how brands decide where to invest, how to execute at scale, and how to prove the impact of those investments. 

It's also a trillion-dollar industry that still runs on spreadsheets, fragmented data, tools and manual processes. 

Today, it's also at an inflection point. Budgets are under scrutiny, while the media landscape grows more complex. The rise of AI is introducing new tools and possibilities at incredible speed, but it's also raising questions about control and adaptability. And as campaigns scale globally, advertisers are struggling with fragmented data, inconsistent measurement, and siloed agency processes. 

The old combination of spreadsheets, decks, and siloed systems simply can't keep up. 

We believe this is the moment for change. 

The brands that adopt foundational infrastructure - with accessible, unified data designed for today's complexity - will be the ones that scale faster and perform smarter. But technology alone isn’t enough. It's the combination of intelligent infrastructure and human expertise that unlocks true competitive advantage

Why media systems need a reset

AI represents a fundamental shift in how media will work, one that demands both the ability to scale consistently across markets and the flexibility to integrate new capabilities as they emerge.

But AI doesn’t just add another tool to your media stack. It fundamentally changes how media works by creating continuous feedback loops. Hubspot’s CMO, Kipp Bodnar articulated this “Loop” concept for content production. We’re applying the same principles to media management. Instead of plan-execute-report cycles that take weeks, AI creates real-time learnings from what’s working and what isn’t, feeding those insights immediately back into planning and optimisation.

Here’s the catch: feedback loops are only as intelligent as the foundation that underpins them. Without a system to unify fragmented media data, even the most sophisticated AI tools won’t work. That’s why the infrastructure question isn’t just about plugging in new tools – it’s about having an open system as the foundation you can build on.

Why an operating system 

This is exactly what an open operating system provides. Consider how iOS transformed mobile technology: it created a platform that enabled an entire mobile economy.

Media deserves the same transformational backbone. Not a single app or closed tool, but an open, enduring layer that connects data, people, and processes. An open OS ensures that as new technologies appear, whether AI tools, new measurement frameworks, or entirely new capabilities we haven’t yet conceived, you can plug them in without rebuilding your foundation. 

Open data standards: the end of fragmentation 

Fragmented data has been the single greatest barrier to progress in media. When each agency, platform, or tool speaks a different language, brands can't see the whole picture. 

When your data lives in a shared, open-standard taxonomy, you remove the biggest barrier to scale: fragmentation. Everyone works from one source of truth. It's the equivalent of moving from dozens of local dialects to a shared language. 

Integration by design: a system that welcomes change 

Current media systems are built like fortresses – closed, rigid and difficult to change. History shows that monoliths eventually become bottlenecks. Instead, the winners will be systems built to integrate: selective, modular and adaptable by design. 

We see this challenge a lot: brands struggling to track campaign delivery because their data lives in different formats and systems. Staying ahead in an AI-driven future means having infrastructure that unifies your data and flexibly connects new tools, without rebuilding from scratch.

The power of continuous learning loops

We can no longer think of media as launch and report – it’s about constant optimisation and evolution. This is what continuous learning loops unlock.

We see two specific feedback loops driving this shift: The ‘Adjust’ loop connects post-buy performance to future planning, where learnings automatically inform your next campaigns. The ‘Learn’ loop carries those insights further, hard-wiring improvements into strategic guardrails that ensure consistency from global to local level.

What emerges is an intelligent feedback engine – technology that optimises, people that make the decisions.

Collaboration first: human expertise at the core 

If learning loops make media more intelligent, it’s human judgment that makes it meaningful. The most valuable decisions, such as balancing brand equity with short-term sales, managing risk, and shaping long-term strategy, still rest with people. In high-stakes media investment, human judgment, creativity, and relationships will continue to drive the best outcomes.

The role of technology is to enhance human expertise. Which is why media platforms must be collaborative at their core – built to support teams with the intelligence to make better calls.

Looking ahead 

The future of media management will not belong to platforms that try to do everything in a closed box. It will be defined by systems that enable brands to do anything, with open data, adaptable tools, and human expertise at the core.

That is the vision behind Global Media Platform: an open operating system for media management. Not a black box, but an infrastructure layer that connects data, processes and teams while giving advertisers the freedom to integrate the tools and partners they choose. A system that puts learning at the center – so brands stay in control, scale with confidence and evolve with every cycle.

About the author

Charly Nijm is the Founder and CEO of Global Media Platform, the first operating system for media management. For more than a decade, he has led its growth into a system that now manages over $227 billion in media investments worldwide with his entrepreneurial vision and pragmatic execution.