Roughly $20 billion in new spend and pricing data — from several new agency and specialist partnerships — is now strengthening the benchmarks behind Guideline’s Ad Intelligence.
A benchmark is only as good as the data behind it. In the first half of 2026, that foundation got materially bigger: we expanded the data powering Guideline’s Ad Intelligence product by approximately $20 billion in spend and pricing data, contributed through several new agency and specialist partnerships.
This isn’t a new dashboard or a new feature. It’s something more foundational — more real, transacted data flowing into the pool our benchmarks are built on.
What actually changes
The expansion strengthens our view of the market in a few concrete ways:
- A broader contributor base. New agency and specialist partners add more sources of real, transacted data to the pool.
- Greater depth and stability. Roughly $20 billion in additional spend and pricing data makes the benchmarks more reliable from the start.
- More representative benchmarks. A larger sample of real transactions reflects the market more faithfully.
- Specialist coverage in social and digital. New partnerships bring focused expertise in fast-moving social and digital — where transparent data has been hardest to come by.
Why more data makes better data
Guideline’s data captures anonymized, aggregated actual ad spend and impression data — the raw material for industry benchmarks across spend and unit pricing. The model is a flywheel: the more data that flows into the pool, the sharper and more representative the insights that flow back out. Every contributor makes the benchmarks more valuable for every other contributor — and for the industry as a whole.
For the agencies, brands, publishers, and investors who rely on Guideline, that means planning, negotiating, and forecasting from a larger, more representative picture of what’s actually happening in the market.
“Every partner that contributes data makes the insights we return more accurate and more valuable — for them and for the entire industry. Adding new contributors and roughly $20 billion in actualized buying data in just the first half of the year reflects the momentum behind our model.”
— Reuben Tozman, Chief Data Strategy and Alliances Officer, Guideline
Read the full announcement on PR Newswire.
