Delivering Customer Value by Automating Reconciliation Across the Full Media Campaign Lifecycle
Guideline announced the expanded integration between its media plan management MediaTools platform and Prisma by Mediaocean, the trusted system of record for global media investment, helping brands and agencies connect planning, buying, reporting, and reconciliation workflows across the campaign lifecycle. Through new API integrations, teams can seamlessly push campaign goals from MediaTools into Prisma and bring actualized buy data back into MediaTools, reducing manual work, improving data consistency, and enabling more efficient plan-versus-actuals.
The expanded integrations enable MediaTools users to create and update media plan goals into Prisma and bring actualized buy data back into MediaTools for reporting, reconciliation, and plan-vs.-actual analysis. The integrations automate workflow for agencies and brands by eliminating spreadsheet-heavy reconciliation and aligning planning, buying, operations, and finance with consistent campaign data.
Marketing Technology News:Â MarTech Interview with Stephen Howard-Sarin, MD of Retail Media, Americas @ Criteo
“Media teams need their planning, buying, and finance systems to move in sync, not create more manual work between them and that was a key goal of this expanded integration,” said Vincent Mifsud, CEO of Guideline. “As Mediaocean’s exclusive media planning partner, Guideline is uniquely positioned to close the loop between planning, activation, and reconciliation. These integrations reduce duplicate entry, improve data consistency, and give the enterprise teams managing tens of billions in media investment a more trusted foundation for decisions throughout the campaign lifecycle.”
“Prisma’s goal is to help customers connect every stage of the campaign lifecycle with greater consistency, automation, and control,” said Stephanie Watson, Chief Operating Officer of Prisma. “By expanding our integration with Guideline, we’re making it easier for shared customers to align planning, buying, operations, and finance workflows around a common set of data, reducing friction and improving continuity from planning to reconciliation.”
Marketing Technology News:Â From MarTech Stack to MarTech Fabric: Weaving Brand, Content, and Conversion Into One Thread
The integration is part of Guideline’s continued investment in modernizing media plan management through AI, automation, connected systems, and more accurate performance visibility. As media teams face increasing pressure to move faster and manage more complex campaign workflows, Guideline is focused on reducing the manual work that slows teams down and improving the quality of data used to guide media investment decisions.
The integrations are available now for supported MediaTools and Prisma workflows, with market and media-type support aligned to Mediaocean API availability. The announcement was made at Cannes Lions 2026.
