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Guideline - CEO Scott Knoll explains the Sqad/SMI roll-up

February 12, 2025

Guideline was formed in 2022 through the private equity-backed merger of Sqad and Standard Media Index. In our interview, CEO Scott Knoll talks about the strategy behind the roll-up of two leaders in ad spend and pricing data. Knoll, previously CEO of Integral Ad Science, explains his plan to apply greater machine learning and automation to these businesses, which are still heavily focused on old-world media planning processe. The goal is to help brands and agencies layer in predictive elements to a massive store of ad data that has until now been backward-looking. Recorded: December, 2023

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