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MEDIA AI

Meet Mia, the Media Intelligence Agent embedded across GMP

Mia works on your media record - every campaign, media plan and agreement. Ask a question, get a recommendation, hand over a task.

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MIA IN ACTION

Mia helps you understand your data, tells you what stands out and recommends what to do about it.

  • Understand your dataAsk in plain language, across every campaign, media plan and agreement.
  • See what stands outGaps, anomalies and outliers are flagged before you go looking.
  • Know what to do nextA clear recommendation you can approve, adjust or hand over.
HOW MIA WORKS

Ask a question. Get a recommendation. Hand over the task.

ASK

Answers based on your media record

Ask in plain language and get the answer in seconds - drawn from the campaign information, media cost and delivery data in your account. The data request that used to take days becomes a question. Mia also knows the platform, so you can ask how to do something just as easily.

  • What is the average CPM on Social across countries in the last 12 months?
  • How does the media mix differ between France and Germany?
SUGGEST

Recommendations in line with your strategy

Mia looks across your data for gaps and outliers - a difference in buying strategy, the variance in performance - and provides recommendations on what to do. Always with the numbers behind it, so you can check the reasoning before you act on it.

  • Help me understand our digital media mix and buying strategy in Germany and France.
  • Propose a CPM threshold for Online video in Germany based on the last six months of delivery.
ACT

Tasks ready for your approval

Mia executes defined tasks for you - building complete Excel workbooks with media plans and insight charts, creating draft guardrails or setting up service questionnaires.

  • Build a spreadsheet with all media plans in Germany
  • Create draft guardrails for cost per unit on TV in Germany and France
USE CASES

Where teams put Mia to work

  • MEDIA GOVERNANCESUGGEST

    Set thresholds from your own history

    Mia proposes guardrail thresholds from what was actually delivered, market by market - not from a generic benchmark.

    Suggest viewability thresholds for Display based on delivery in the last 12 months.
  • MEDIA GOVERNANCEACT

    Draft guardrails in minutes

    Describe the rule in plain language and Mia sets it up as a draft guardrail for you to review.

    Create a draft guardrail: Viewability on Display in the Nordics must be above [85%].
  • MEDIA ACCOUNTABILITYASK

    Check data before the review starts

    Confirm submitted data is complete and correctly structured, and see exactly which line items need attention.

    Analyse the submitted campaign data to confirm ready for review.
  • MEDIA ACCOUNTABILITYASK

    Track savings and media inflation

    Pull actual media costs and inflation figures for any year or market without building a report.

    What did we save against media inflation in last fiscal year?
  • MEDIA GOVERNANCEASK

    Check actuals against guidelines

    Compare reach and CPRP across campaigns, and see how plans deliver against the strategy agreed for them.

    Compare planned versus actual reach and CPRP on TV by market in last fiscal year.
  • REPORTINGACT

    Stakeholder-ready spreadsheets

    Mia builds the full Excel workbook - summary sheet, detail per market, charts, calculations and formatting - and updates it when you ask for another sheet or metric.

    Build a workbook of TV plans and spend by market, with a summary sheet and charts.
  • AGENCY MANAGEMENTASK

    Prepare for the agency review

    Summarise service evaluation scores by market and agency, and see where they moved since the last round.

    Summarise the latest service evaluation by market.
  • PLATFORMASK

    Get help using the platform

    Ask Mia how to do something in GMP and get the steps, without leaving the page you're on.

    How do I add other media investments to a campaign?
THE FOUNDATION

Connecting AI to your data is easy. Making it understand media isn't.

A general-purpose AI connected to your data gets rows and columns. Mia starts from one structured record of your media investment, reads it with media domain knowledge, and builds on a data graph that grows with every question.

  • 01

    Your data, structured

    GMP connects, standardises and structures media data from every agency, platform and market. Mia works on that record - the same numbers both you and your agency partners see.

  • 02

    Media knowledge built in

    Mia knows the language of media investment - CPMs, GRPs, reach, brand safe, viewable - and the taxonomy your data is held in.

  • 03

    Sharper with every use

    Every question, recommendation and approved change adds to the media data graph behind Mia, so its answers reflect how your organisation works.

AI that answers to you

Mia works the way your team does - inside GMP, on your data, under the same rules.

  • Drafts, not surprises

    Everything Mia creates arrives as a draft. Nothing changes until a person approves it.

  • Your access, your data

    Mia only sees what the user is allowed to see in GMP. Your data stays in your environment and is not used to train external models.

  • Answers your way

    Set Mia's response tone and style - Standard, Concise or Exploratory - and add standing instructions such as "Always tell me what stands out".

  • One record for all

    Agency partners and media consultancies working in your account use Mia on the same record.

Mia settings - response style, response tone and custom instructions

See Mia on your own media data

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