Meaningful data is essential for future-oriented decisions, yet many advertisers hesitate to store their data in centralized in agency databases. Mediaplus takes a different approach: with Data-Mesh, clients maintain control over their data while also enabling its use for specific projects via an interface or data pipeline.
“Good“ because meaningful data is the central basis for future-oriented decisions, especially in marketing. However, many advertisers are reluctant to make their data and their customers’ data available for planning purposes in centralized media agency databases. This is why centralized agency solutions that require this are rarely successful.
Mediaplus takes a different approach: we develop an individual data strategy for each client, where control over the data remains with the advertisers and their clients. We also want to take the special features of individuals markets into account. Our goal: a global data powerhouse. We aim to become a fully data-driven agency that operates at all levels with a data-first approach and has a global reach. Our technical solution: Data Mesh, a decentralized architecture for the shared analytical use of data in complex and large-scale environments – within or between companies. We use our clients’ data pools on a temporary and strictly project-related basis via interfaces that we integrate into our own global data platform, all in compliance with data privacy regulations.
Two teams at Mediaplus are primarily responsible for building the Global Data Powerhouse: the Global Data Business Team focuses on data strategy, governance, solutions management, and training. The Global Data Solutions Team is responsible for process optimization, data architecture and technological solutions. Together, the two teams are building a relatively streamlined, AI-supported global data platform for Mediaplus, which has interfaces to both the individual markets and the various data types.
“Tailored data solutions” instead of “one size fits all”
This global data platform will, for example, incorporate data on media usage, media reach, competitive analysis, market and market research results, consumer insights, and campaign data. Similarly, data pools from advertisers are also to be integrated via interfaces. Because these have very different needs and approaches, we always develop customized and data privacy-compliant solutions for our clients. At the same time – for efficiency reasons – we use as many standardizable technical solutions as possible.
Our global data platform is designed to offer our customers three key benefits in particular:
- Better insights and more precise analysis that lead to smarter, more informed decision making.
- Shorter time to market, as customers can respond more quickly, gaining a competitive advantage.
- A better return on investment (ROI) thanks to lower costs and improved performance.
The goal: Data First – the solution: Data Mesh
To deliver these benefits, we are completely restructuring our data architecture and management. Data Mesh is a decentralized approach to sharing, accessing and managing analytics data in complex and large-scale environments – within or across companies. Responsibility for specific data is distributed across the organization to users who have the necessary expertise to understand what that data means and how it can be best utilized.
Data Mesh combines the best of both worlds: Put simply, it operates with a streamlined central data platform and can simultaneously make customer or other data accessible via an interface or data pipeline – for the duration of the collaboration or project.
The data mesh approach is based on four fundamental principles:
- Domain ownership: The domain teams take full responsibility for the data within their respective areas and can act as both data creators and data users for the other domain owners. This allows us to combine the best of both worlds: strong decentralized data-driven markets that also make a significant contribution to a powerful central data platform.
- Data as a product: Analytical data is a product, a tool, a means to an end, not something that companies collect and later analyze in order to better understand situations retrospectively. These products are made available to other teams, enabling them to generate additional revenue for both us and our clients.
- Self-Serve Data Platform: A data platform is provided according to the self-service concept. The goal of our Data First strategy is for everyone in the agency to work with data much more intensively and independently in the future.
- Federated governance: Shared standards and rules are defined collaboratively by the teams. They are important because standardized modules are part of each individual solution and must function within each of these constructs.
How the global rollout works at Mediaplus
The Mediaplus global data hub was launched in January 2025 and will now be rolled out gradually in the individual markets in three phases:
In phase 1, we will develop the core of the data platform and the foundational technology stack to ensure that it is secure, efficient and adaptable to different data loads and types. At the same time, markets are prioritized for early integration.
We are starting in markets that already have a strong data infrastructure, as well as in markets that work for several global customers – for example in the UK, France, Germany and the USA. A key factor for the success of this project is that there is at least one “Local Data Ambassador” in each market. A contact person who is responsible for the transformation project and will carry the knowledge into their respective market.
In phase 2, we will develop modular solutions for additional regions or adapt existing modules. In this way, we want to ensure that specific regional challenges, such as compliance with local data privacy regulations, can be adressed. The staggered rollout in additional regions will be accompanied by a range of training programs and the expansion of existing resources, both in terms of personnel and technology. At the same time, we want to intensively exchange knowledge and learnings in cross-regional workshops to ensure a successful implementation.
In phase 3, we aim to continuously improve the global data platform with AI-driven innovations and feedback loops. Artificial intelligence and machine learning technologies will help us automating data processes, improving analytical capabilities, and predicting trends. Additionally, a structured feedback loop will be established with stakeholders in all regions to gather insights and identify areas for improvement.
Such an extensive change or transformation process within an agency is a major cultural task in a special way that goes far beyond technical and organizational issues. It requires a great deal of sensitivity, as each market has its own nuances and characteristics. Together with the many international colleagues in our network, we want to ensure that Mediaplus becomes a fully-fledged global data powerhouse within 12 to 18 months. A company that has developed furture-proof, client-specific, smart and efficient solutions for its clients’ requirements. We have already started this journey.
