Built for the ecosystem
around your media investment
Nobody runs media alone. Agencies plan and buy it, consultancies help you get more from it, effectiveness specialists measure it, and the platforms it runs on hold the data. GMP is the system they all work in - on a record you own.
Agencies work in it - holding group or independent
Agencies across the major holding groups and independent agencies in every market work in GMP. A shared record is easier to work from than a dozen reporting formats, the client's standards are visible before a plan is reviewed rather than after, and the work is judged on what was delivered, from data both sides can see.
Deliver data once
One taxonomy, one structure. Data goes in once, in the client's format - and the ad-hoc requests that fill an account team's week stop arriving.
Share plans against clear standards
Shared plans are checked against the client's guardrails on the way in, so feedback arrives before review, not after it.
Read from the same record
Both sides see the same numbers, so reviews are about the decision, not about whose number is right.
Be judged on delivery
Evaluated on what was actually delivered, from a record both sides can see - kept by the system, not by either party.
If you plan and buy media for advertisers, talk to us about working from one record with your clients.
Independent expertise, working in your system
Media consultancies bring what a system cannot: domain knowledge of where an investment is losing value and what good looks like in a market. In GMP that expertise is applied directly to the advertiser's own record - running the system for the advertiser, with the in-house team, or handing it over when they are ready.
Implementation and ongoing support
Consultancies set the system up around your operating model, and keep it running as the model changes.
Strategic advice
Independent analysis of where media investment is losing value, and what to do about it - applied to your data, not a sample of it.
Market context
Benchmarks and calibration from consultancies that see many advertisers, applied to your commitments.
Run it for you, or with you
Managed on your behalf, co-managed with your team, or handed over when you are ready - the system is the same in all three.
If you advise advertisers on their media investment and want to work in the system your clients own, talk to us.
Models built on what actually ran
Marketing mix modelling and attribution are only as good as the data they start from. Effectiveness partners read from the standardised record in GMP - every market, every channel, one definition of spend and delivery - so models are built on what was delivered, and what they find becomes next year's standards.
One input, every market
Models start from the same standardised record the rest of the operation runs on, not from a data export assembled for the project.
Delivered, not reported
Spend and delivery as they actually happened, across online and offline, in one definition.
Results back into Guardrails
What the model finds becomes a threshold the next plan is checked against, so measurement changes what happens next.
If your models would be better built on standardised media data, talk to us.
The stack your media runs on, in the record
More advertisers own parts of their ad tech - their own seats on the major platforms, their own ad server. GMP connects to the platforms media runs on, so activity from advertiser-owned seats sits in the same record as activity run by agencies: one definition of a campaign, a cost and a result, wherever it was bought.
Advertiser-owned seats
What you buy directly on the major platforms, in the record beside what your agencies buy.
Ad server, DSP and verification
Delivery and quality data from your own stack, connected to the same taxonomy as everything else.
Same structure, whoever bought it
In-house and agency-run activity compared on one definition of spend and delivery, not two.
If your platform holds media data advertisers want in their own record, talk to us about connecting.
Part of the ecosystem?
If you are an agency, a consultancy, an effectiveness specialist or a platform working with advertisers on their media investment, there is a place for you in the system they own.
Advertiser? Book a 30-minute walkthrough