Location intelligence leader InMarket has launched what it calls the first agentic media optimization platform. Known as Maestrø, it’s built to close the accountability gap that comes with AI-driven media buying. It does this by connecting these campaigns to real-world consumer actions and outcomes.
InMarket says that Maestrø addresses questions that loom as the marketing world heads to Cannes. While agentic media buying ramps up and automates workflows, it suffers from quality issues. For example, Google’s agents are optimized on Google data, while Yahoo uses Yahoo data, and so on.
InMarket believes the antidote for those issues is to normalize campaigns in the metrics that really matter – offline buyer behavior, such as foot traffic. Linking all that offline action – the very signals that InMarket specializes in – with agentic campaigns underway, campaigns can be optimized mid-flight.
Altogether, Maestrø’s strengths lie in its real-time orientation, cross-platform capability, and tracking results where they matter. The other advantage is its timing. As agentic media buying continues to grow in usage, an offering that counteracts its shortcomings and hallucinations could resonate.
“Brands rightfully believe that AI can drive growth from smarter media buying,” InMarket founder & CEO Todd Dipaola told Localogy Insider. “To do so, the system must be rooted in truth and be as fast as the changes. We built Maestrø to solve that challenge.”
Grounded in Truth
So how does Maestrø accomplish these goals? The company’s Outcome Intelligence platform does most of the heavy lifting and links campaign outcomes back to an orchestration layer. Based on that real-world data, campaigns can be adjusted and optimized according to what’s driving the best results.
InMarket sums up Maestrø’s capabilities and selling points in 3 ways:
- Causal. Real-world results measured at the user level across 200M+ opted-in consumers.
- Inflight. Incremental data returned sub-weekly, enabling mid-flight optimization.
- Agentic. AI agents test, learn, and implement changes throughout the campaign lifecycle.
To keep things in 3’s, it also says Maestrø comes in 3 ways:
- Outcomes: Guaranteed iROAS, fully managed. Set a budget. Maestrø runs audiences, creative, and optimization end-to-end against a guaranteed Incremental Return on Ad Spend.
- Optimization: AI recommendations, human approval. Maestrø surfaces incremental results and cross-channel optimization recommendations.
- Open Access: Measurement wherever you work. Built on MCP (Model Context Protocol), Maestrø streams causal measurement into AI assistants, BI platforms, and custom tools.
Another way to think about Maestrø is that it keeps agentic media buying engines accountable to real-world results, and grounded in the truth. They key word there is truth, as one of AI’s biggest issues is a lack of trust and a propensity to fabricate outcomes. So real-world outcomes matter more than ever.
[It’s] a universal accountability layer for AI-powered media,” said Dipaola, “an orchestrator that ensures every agent and human change is backed by real-world, real-time causation, not last quarter’s MMM model.”
