go upstream
Media Decision Intelligence

Where does the next dollar go?

Go Upstream is the living decision layer between your MMM and your media activation. We translate your model into ranked platform allocations, grounded in incrementality and your real revenue, and keep them current as performance shifts.

Start with one brand → Explore the sample report
From the sample report
Sample report screen: incremental ROAS by platform and tier on one comparable scale, each with its confidence range
Mock data, real methodology Open the interactive report →
The 90-second overview
How the market is moving
7.7%
Budgets are flat, so the pressure to do more with less is real.Marketing budgets are holding at 7.7 percent of company revenue, with paid media the biggest line at 30.6 percent. The lever left is reallocating what you already spend. Gartner 2025 CMO Spend Survey · 402 CMOs ↗
18%
Most teams are deciding on numbers they don't fully trust.Only 18 percent of app marketing leaders say they trust their attribution data. Branch / GlobalSurveyz 2025 · 700+ director-level and above ↗
$17.7B
Your fastest-growing channel has no click to attribute.2026 is the first year streaming outsells primetime linear in the upfronts. CTV is taking a bigger share of the mix than click-based measurement can see. eMarketer · 2026 upfront forecast ↗
The decision gap
How the loop closes
The gap

Your MMM lives in a slide deck.

Quarterly read-outs say where budget should go. Nobody translates that into what to do in Meta, TikTok, or TTD.

How it closes

From MMM channels to platform activations.

Your MMM speaks in channels. Your teams activate across platforms like Meta, TikTok, Google, and TTD. We translate between them, so the recommendations show up where your team is already working.

The gap

Three sources of truth. Zero agreement.

MMM says one thing. Platform-reported ROAS says another. Attribution says a third. No one is reconciling them at the platform level where the spend actually moves.

How it closes

One reconciled view across MMM, performance, and attribution.

Three signals, weighted against the incremental view. Recommendations that show where the data agrees and where it diverges.

The gap

Waste compounds between refreshes.

Platforms saturate faster than the model can refresh. By the next read, the dollars are already gone.

How it closes

Always-on intelligence pointed at incrementality.

Campaigns monitored against business outcomes, not platform metrics. Decisions any time data shifts, not at the end of a campaign.

Working with us

Start with one brand.

Send one brand's spend and revenue exports, the files you already pull, and get back an independent ROAS for every channel, with ranked adjustments to your allocation. No integrations, no account access, no pixels. Here's exactly what we work from.

For brand and agency teams running paid media. Bring your MMM, or we'll build one.

Getting ready for Q4? See the second opinion we run →

Start with one brand → Book a 30-minute call
Writing
Beyond Static MMM: Building a Living Media Mix

The decision layer between measurement and action: where does the next dollar go, and what is already committed that we would have to work around?

Agency AI Platforms, Lock-in & the Missed Opportunity Gartner Won't Tell You About↗

Half of agency AI platforms will be obsolete by 2029. The other half will own the decision layer.

Why Agencies Don't Need AI, They Need Their AI↗

The difference between adopting AI tools and building an AI-native workflow that actually fits how your agency operates.