Bringing Trusted TV and CTV Audience Analysis to a Modern SaaS Platform, AI-Enabled Through Model Context Protocol (MCP) and Embedded Agentic Workflows

Guideline, a leading provider of Ad Intelligence and Media Plan Management solutions, launched WRAP Cloud, a SaaS-based, AI-powered edition of WRAP, the multi-market audience analysis platform the television industry has relied on to turn linear TV and CTV ratings into decisions for more than 30 years.

WRAP Cloud is available to the world’s largest publishers, agencies, and brands, bringing Guideline’s standard as the trusted source of truth for advertising intelligence to how audience analysis is delivered.

Audience analysis no longer belongs to a handful of research specialists working on dedicated machines. Programming, sales, planning, and leadership teams now depend on the same numbers, and they work across offices, markets, and home offices. WRAP Cloud is built for that reality: the same trusted methodology, reports, and multi-market analysis, delivered through any browser with nothing to install, no virtual desktop environments, and no manual data file management.

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With WRAP Cloud, teams can:

• Open WRAP anywhere. The same trusted analysis in any supported browser, with no local installation.
  
  
• Put insights in more hands. New users are onboarded in minutes, not deployments, so insight reaches beyond a small group of specialists.
  
  
• Retire the software overhead. No version management, no manual data file handling, and everyone on the same release.
  
  
• Improve without upgrades. New reports, datasets, AI capabilities, and Model Context Protocol (MCP) integrations arrive without anyone deploying software.

The launch release delivers the core WRAP experience as SaaS in the browser, including local daily ratings, CTV audience measurement, and the reports customers run most, with full multi-market analysis. Customers’ existing data licensing is unchanged, and enterprise-grade controls, including single sign-on, role-based access, and market-level entitlements enforced at the API level, ensure users see only the markets they are authorized to view.

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“The people who decide what airs, what it sells for, and where to invest next shouldn’t have to wait for a seat on a dedicated machine to see how last night’s audience behaved,” said Steve Silvers, Chief Product Officer at Guideline. “WRAP Cloud puts 30 years of trusted analysis in front of everyone who needs it. It is also the blueprint for every Guideline product: the enterprise’s trusted source of truth and intelligence, delivered on a modern SaaS platform that keeps improving and is built for AI.”

“WRAP isn’t changing. What’s possible with WRAP is,” said John Yang, Lead Product Manager for the Guideline WRAP suite of products. “Teams keep the methodology and reports they trust and lose the installs, the virtual desktops, and the file management. And because WRAP is now a SaaS platform, every new report, dataset, and AI capability we build reaches every customer the day we ship it.”