Guideline is a global provider of ad intelligence and media plan management technology for brands, agencies, publishers, broadcasters, and hedge funds. Through its Ad Intelligence and Media Plan Management suites, it aggregates verified billing and pricing data representing roughly $200 billion in annual global media spend across major markets, giving customers a single source of truth on advertising investment. Formed by combining Standard Media Index, SQAD, and Lumina under GTCR/Dreamscape backing, Guideline supports media planning, competitive benchmarking, pricing analysis, and investment research, and in 2026 launched an internal AI Factory to accelerate AI-driven product innovation across its platform.
Guideline has been acquired
This company is no longer available on our private secondary market.
Company data and valuation marks are estimates and may be incomplete, stale, erroneous, or revised.
Founded
2020
Employees
201–500
Total Funding
$344M
6 rounds
Latest Valuation
$1.15B
Jun 16, 2021
Funding data and valuation marks are estimates and may be incomplete, stale, erroneous, or revised.
Total raised $344M across 6 rounds
Last updated 06-25-2026
| Date | Round | Amount Raised | Valuation | Lead Investors |
|---|---|---|---|---|
| Jun 16, 2021 | Series E Press release | $200M | $1.15B | General Atlantic |
| Jul 1, 2020 | Series D | $85M | $0.5B | Generation Investment Management, Greyhound Capital |
| May 1, 2019 | Series C | $35M | $2.5B | Tiger Global Management |
Funding data and valuation marks are estimates and may be incomplete, stale, erroneous, or revised.
Entry · Seed
$750M
Aug 2015
Guideline today
$1.1B
Jun 2021 · latest mark
Guideline multiple
1.5x
valuation uplift since first round
Y-axis is logarithmic. Hollow dots = estimated valuations. Does not represent realized investor returns.
Vince Mifsud
Chief Executive Officer
Scott Knoll
Executive Chairman
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