Introducing MediaRadar Data Cloud
Marketing intelligence is entering a new era.
AI is accelerating how decisions are made, how insights are generated and how products are built. But as teams race to modernize, one challenge continues to slow progress. Marketing data still does not connect.
Advertising signals live across platforms, channels, formats and systems. Brand names vary. Identifiers break. Intelligence gets trapped in silos. Without a consistent foundation, even the most advanced analytics and AI initiatives struggle to scale.
That is why we are introducing MediaRadar Data Cloud, a cloud-native solution designed to make marketing intelligence interoperable by design. Built on a trusted brand identity system, Data Cloud enables marketing intelligence to flow freely across modern tech stacks.
The interoperability problem holding enterprises back
For years, marketing intelligence has been delivered through dashboards and point solutions. While those tools remain valuable, they were not designed for a world where intelligence must support analytics, AI and enterprise workflows across systems.
In today’s environment, intelligence cannot live in one place. It needs to move.
“The biggest AI enablement challenge that our clients express is not a lack of data. It is a lack of connection,” said Tejas Desai, Chief Product & Technology Officer at MediaRadar. “When brand identities and signals do not align across systems, everything downstream slows down.”
Without interoperability, organizations repeatedly rebuild pipelines and reconcile brand names and categories for every new use case. Teams spend more time cleaning data than generating insights, while stale records and inconsistent governance increase risk as AI initiatives attempt to scale. Brands, publishers, and agencies receive mismatched data from multiple sources and spend time normalizing it instead of gleaning insights, all while facing growing complexity as these sources proliferate.
This approach is not sustainable in the age of AI.
Why brand identity is the answer to fragmentation
Interoperability starts with a single source of truth.
If brands, agencies and publishers are not working with standardized data across channels, intelligence fragments instantly. Analytics produce conflicting answers. AI loses context. Products built on top of that data become brittle.
MediaRadar Data Cloud is built on a universal brand identity system that harmonizes $280B in ad spend, 35M+ creatives, 30+ channels and 5M+ brands into a single source of truth. This foundation creates a shared language that allows intelligence to move cleanly across industry categories, systems and technologies.
Contextual intelligence builds on the foundation
Interoperability creates the foundation, but context is what turns data into intelligence.
On top of a standardized brand identity system, MediaRadar Data Cloud adds contextual intelligence across market, creative, commercial and competitive signals. These layers can be joined and configured to answer different questions, support different workflows and power different products without breaking consistency.
Each layer adds meaning while preserving alignment, enabling teams to generate unique insights for analytics, AI and enterprise execution.
“AI is only as good as the context it receives,” Desai shared. “A standardized brand identity system is what makes marketing intelligence usable at scale.”
Intelligence that flows across modern tech stacks
MediaRadar Data Cloud is cloud-native and interoperable by design. The same standardized intelligence powers the MediaRadar Marketing Intelligence Platform and flows directly into customer analytics environments, AI workflows and enterprise systems.
Instead of forcing teams to adapt their workflows to fragmented data, MediaRadar delivers intelligence where it is needed and when it is needed.
This shift turns marketing intelligence from a destination into infrastructure.
What this looks like in practice
Here are three examples of how teams can use MediaRadar Data Cloud to turn intelligence into action.
Analytics that answer why and what’s next
A media strategy team connects MediaRadar Data Cloud to its BI environment to analyze category spend, creative trends and brand momentum across channels. Because brand identities are standardized, analysts spend less time reconciling data and more time generating insight.
The result is faster reporting, clearer narratives and confidence that every team is working from the same numbers.
AI enablement with trusted context
A product and data science team uses MediaRadar Data Cloud as an input for forecasting and predictive workflows. Harmonized, contextual marketing intelligence supports AI systems that anticipate spend shifts, identify emerging competitors and surface patterns automatically.
Because the data is standardized and always current, AI outputs are reliable, explainable and ready for decision making.
“AI does not just need more data. It needs the right data,” added Desai. “Data Cloud gives teams a foundation they can trust.”
Enterprise workflows and derivative products
A publisher or agency integrates MediaRadar Data Cloud into CRM and internal planning systems so intelligence flows directly into GTM workflows, informing outreach, packaging and forecasting.
At the same time, teams build derivative products on top of the same foundation, including internal tools, client facing insights and packaged intelligence offerings, without rebuilding pipelines or reworking data for each use case.
One intelligence foundation supports many ways to build.
Why this matters in the age of AI
AI is changing how organizations operate, but only teams with the right foundations in place will excel in the age of AI.
Interoperability is no longer optional. It is the difference between intelligence that sits still and intelligence that scales.
MediaRadar Data Cloud reflects a clear belief. Marketing intelligence should be standardized, interoperable and designed to flow freely across systems.
That is the path forward for the next generation of marketing intelligence.
Explore MediaRadar Data Cloud
MediaRadar Data Cloud is now available as a cloud-native solution across leading environments including Snowflake, Databricks, Google BigQuery and Amazon Redshift. Delivered on demand, it is designed for fast implementation and built to scale as your needs grow. To configure the right setup for your organization, connect with one of our data and AI enablement experts to get started and drive results.
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ABOUT THE AUTHOR | Andrew Dirvin
Stephen Davis, Head of Alliances at MediaRadar, is a m
