Known analytics and advertising technology creators establish AI company for media planning

A new artificial intelligence company, Synapic, has been launched by experienced professionals in analytics and advertising technology. Its core mission is to revolutionize media planning by offering a unified platform that allows users to evaluate and compare various media channels side-by-side.

The platform aims to level the playing field by integrating major players like Google and Meta alongside local online publications, outdoor advertising, print media, radio, and television. This comprehensive approach will enable advertising planners to justify budget allocations and campaign strategies with data-driven arguments, facilitating quicker and more standardized comparisons across different media types.

Instead of relying on multiple disparate AI tools, Synapic offers an integrated system that streamlines the planning workflow. It combines planning logic, data aggregation, channel evaluation, recommendations, and analytics into a single interface. The service is designed for marketing and media teams within companies, as well as media planning and digital agencies, and publisher partners.

For publishers, Synapic promises increased visibility within planning decisions, allowing them to compete more effectively by highlighting the strengths of their audience and content. The company's founders were motivated by the belief that current media planning practices are overly concentrated on large technology platforms, neglecting direct publishers and traditional media channels. They aim to provide better tools for agencies and advertisers to assess the entire media landscape and for publishers to demonstrate their value more clearly.

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Media planning has become too platform-centric. Agencies and advertisers need better tools to evaluate the entire media space, including direct publishers and traditional media channels. At the same time, publishers need better visibility in planning systems and a clearer opportunity to prove their value.