The people
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Working at Guideline
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About
Guideline sells the data and workflow the advertising market runs on — ad intelligence, spend analysis, pricing data and media plan management — to agencies, publishers and investors. Vince Mifsud was named CEO in December 2024, taking over from co-founder Scott Knoll, who moved to executive chairman. Mifsud came from Enghouse Systems, where as global president he helped run a B2B enterprise software business of roughly 1,800 people and more than $350 million in revenue, and his record spans over 50 acquisitions and more than $300 million raised. The board includes partners from GTCR alongside former executives of Standard Media Index, GroupM and The Trade Desk. Mifsud took the TechTO stage in October 2017, then as CEO of ScribbleLive, to talk through the lessons of scaling four technology companies.
Backers
GTCR is represented on the board by a managing director and a director, indicating private equity ownership; the stake and terms were not sourceable.
Quick answers
What does Guideline do?
It sells media intelligence and planning software — advertising spend data, pricing benchmarks, spend analysis and media plan management — to buyers, sellers and investors in the global media market.
Who runs Guideline?
Vince Mifsud, appointed CEO in December 2024. He was previously global president of Enghouse Systems; co-founder Scott Knoll is executive chairman.
Did Guideline take the TechTO stage?
No. Vince Mifsud's October 2017 TechTO talk on scaling four technology companies was given as CEO of ScribbleLive, which has its own entry in this directory.