Guideline, a provider of advertising data and media planning technology, has announced the launch of its Data Insights Service, a new commercial and strategic initiative designed to help media customers accelerate time-to-insight and drive smarter advertising decision-making.  The service will be powered by Guideline’s industry advertising data with a goal of driving insights on advertising pricing, media allocation, inventory management, sales enablement, content acquisition, and go-to-market strategy.

This new business unit will be led by media industry veteran Sean Wright, who joins the company as Chief Insights and Analytics Officer. Wright brings nearly two decades of experience across the media and consumer landscape. Most recently SVP of Market Intelligence and Strategy at NBCUniversal, he has held senior roles across both buy-side and sell-side organisations, including Anheuser-Busch, Wakefern, and NBCU. 

In his new role, Wright will oversee a team of insights analysts, data scientists, and strategic consultants, delivering high-impact intelligence across the analytics cycle—from diagnostic to predictive and prescriptive insight. 

“Through our actual, buy-side sourced ad spend and pricing data, Guideline already gives clients the most trusted view of media investment in the market. The Data Insights Service is designed to cut through noise and surface what truly matters to our customers faster,” said Vincent Mifsud, CEO and President of Guideline. “With Sean leading the team and our AI engine accelerating how we interpret data and deliver insights, we’ll be helping clients get from signal to action with more clarity, context, and confidence than ever before.”

The Data Insights business unit will provide intelligence through a layered approach that integrates Guideline’s proprietary data with third-party overlays, AI/ML-powered pattern detection, and qualitative signals from market behaviour.

“In today’s media market, the shelf life of insight is short,” added Wright. “Media buyers and sellers can’t afford to just know what happened—they need to understand why, what’s next, and how to act on it. Guideline’s Data Insights Service is designed to deliver clarity and strategy at speed in a fast-changing ecosystem.”

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