A new partnership announced between Guideline and Tinuiti, an independent media agency, is challenging the long-held assumption that independent agencies struggle to secure the strongest media buying power.

Guideline’s market benchmarks are giving brands a more objective way to assess agency buying performance based on verified market data rather than perceived scale, platform-reported metrics or modeled estimates. Early returns are promising, as third-party validation has shown that Tinuiti is delivering double-digit media cost advantages across several key media channels, illustrating that brands don’t have to sacrifice buying power to gain the strategic benefits of an independent agency.

Tinuiti has joined Guideline’s partner ecosystem as a strategic data contributor to the Guideline Ad Intelligence product. Tinuiti also gains access to Guideline’s leading Ad Intelligence Data.

As brands place greater emphasis on transparency and accountability, marketers can now make smarter investment decisions, maximize the value of every media dollar and optimize media strategies with greater confidence. Instead of relying primarily on agency size, stated buying leverage or self-reported performance, brands can also now compare media costs and investment outcomes against independent market intelligence.

“The value of Guideline advertising intelligence product is directly tied to the quality and scale of the data behind it,” said Reuben Tozman, Chief Data Strategy and Strategic Alliances Officer at Guideline. “By working with leading agencies such as Tinuiti, we can help marketers better understand market dynamics and make more informed decisions through trusted, independent intelligence.”

“Access to independent market intelligence gives us a clearer view of broader advertising trends and competitive benchmarks,” said Jeremy Cornfeldt, President of Tinuiti. “That visibility helps us guide clients with greater confidence, connecting brand and performance investments in ways that drive both immediate results and sustainable growth.”

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Categories: Press Releases

Tags: advertising, Media