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New platform gives investment professionals ticker-level advertising data, KPI forecasts, and market intelligence ahead of quarterly earnings
Guideline, a provider of advertising intelligence and media plan management technology, has launched Guideline Signal, a platform designed to give investment professionals access to advertising data, KPI forecasts, and market intelligence in a single interactive environment. The platform is scheduled to become generally available on October 1, 2026.
Signal is built on Guideline’s advertising dataset, which is used by more than 50 major hedge funds and has supported investment analysis of technology and media companies for more than a decade.
Advertising Data Ahead of Earnings
According to Guideline, its global dataset represents approximately $200 billion in annual advertising transactions and is sourced from major holding companies and independent media agencies.
Because the data is collected at multiple points before companies report quarterly results, investors can track changes in advertising demand associated with individual publicly traded companies before earnings announcements.
The platform will initially provide KPI forecasts for nearly 40 companies that are widely followed by investors. Forecasts include metrics such as total revenue and advertising revenue, with Guideline reporting forecast error rates below 3% for many of its KPIs.
Interactive Alternative to Spreadsheet-Based Analysis
Signal replaces the spreadsheets and file-based data deliveries traditionally used by investors to analyze Guideline’s advertising intelligence.
Users can explore charts and tables, create personalized dashboards, and set alerts for changes in selected metrics. The platform also allows data to be connected with users’ existing analytical environments.
Beyond advertising spend, Signal includes data points such as forward bookings, CPM pricing, product-category drivers, and competitive share at the individual ticker level.
Three Areas of Market Intelligence
Guideline Signal is organized around three primary areas of analysis:
- Company Intelligence: Combines KPI forecasts with the models and advertising data used to generate them, including committed spend, forward bookings, category drivers, and competitive share.
- Market Intelligence: Provides a view of the broader U.S. advertising market, including spending trends, media types and subtypes, product categories, and a leaderboard of major market movers.
- Industry Insights: Provides recurring research from Guideline’s Insights and Analytics team covering trends and themes affecting the media and advertising industry.
Expanding Advertising Intelligence for Investors
Joseph Berger, Managing Director of Capital Markets at Guideline, said Signal was developed alongside investors already using the company’s advertising data, with the new platform combining forecasts and broader market intelligence with the underlying dataset.
With its October 1 general availability date, Signal is positioned as an additional analytical resource for investment professionals tracking advertising-driven businesses and changes in media spending ahead of quarterly financial disclosures.
