New platform closes the actionability gap in AI-driven media, grounding every agent action in causal store-visit and purchase data across channels and retailers
InMarket, the outcome intelligence platform, announced the beta launch of Maestrø, an agentic media optimization orchestrator that connects every brand’s campaign decisions back to real-world consumer outcomes. As brands and agencies accelerate AI adoption, Maestro provides the accountability layer that ensures faster changes are based on true incremental growth, not AI hallucinations. Maestrø puts InMarket’s Outcome Intelligence directly in the hands of the teams driving media success and embeds into the tools they already use.
The launch comes ahead of the Cannes Lions Festival of Creativity, where marketers are confronting a central thesis of the AI era: speed without accountability is a liability. AI has compressed the time it takes to make decisions. What Maestrø solves is the quality of decisions by illuminating incremental outcomes at scale.
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“Brands rightfully believe that AI can drive growth from smarter media buying. To do so, the system must be rooted in truth and be as fast as the changes,” said Todd Dipaola, Founder & CEO, InMarket. “We built Maestrø to solve that challenge as a universal accountability layer for AI-powered media — an orchestrator that ensures every agent and human change is backed by real-world, real-time causation, not last quarter’s MMM model.”
What’s New
InMarket’s measurement has always answered questions that matter: How did the campaign drive real visits? How much was spent? Did they buy our product? Maestrø changes when that answer arrives — feeding causal outcomes back into the campaign while it’s still running, and letting AI agents act on them. That’s the differentiator: a decade of trusted outcomes, at the speed for agents or humans to optimize in-flight.
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How Maestrø Works
Maestrø operates as an orchestration action layer that keeps agentic media optimization accountable to real-world results. Every Maestrø action is tethered to measured outcomes: actual store visits and item-level purchases tied to ad exposure, not the correlation-based proxies most measurement relies on.
- Causal. Real-world results measured at the user level across 200M+ opted-in consumers.
- Inflight. Incremental data returned sub-weekly, enabling mid-flight optimization.
- Agentic. AI agents test, learn, and implement changes throughout the campaign lifecycle.
Available Three Ways
- Outcomes: Guaranteed iROAS, fully managed. Set a budget. Maestrø runs audiences, creative, and optimization end-to-end against a guaranteed Incremental Return on Ad Spend.
- Optimization: AI recommendations, human approval. Maestrø surfaces incremental results and cross-channel optimization recommendations.
- Open Access: Measurement wherever you work. Built on MCP (Model Context Protocol), Maestrø streams causal measurement into AI assistants, BI platforms, and custom tools.
