- This new solution offers a comprehensive platform that spans the entire media investment process—from measurement to activation—helping advertisers maximize their results efficiently and scalable.
Stockholm, 20 February 2025- Making Science, a technology and marketing company specializing in digital business acceleration, has launched its new technology solution, OptiPhi. This end-to-end platform allows advertisers to measure the impact of their campaigns and automatically manage their media spend to drive sales.
The tool is based on a continuous measurement and optimization approach that combines different methodologies to provide a holistic view of campaign performance. In addition, through Marketing Mix Modeling (MMM), OptiPhi analyses the impact of marketing strategies on sales, allowing advertisers to understand the return on investment (ROI) of each channel and optimize their budget more efficiently.
In addition, its artificial intelligence-based attribution system adjusts the distribution of media spend in real-time, identifying the optimal channel mix without compromising user privacy. The platform also incorporates experimentation capabilities, allowing new growth opportunities to be evaluated through controlled testing and actionable data to improve strategy.
Beyond measurement, OptiPhi automatically activates these insights to optimize media spend. The platform adjusts budget allocation based on results and provides detailed incremental sales reports in real-time. With this automation, advertisers can make strategic, data-driven decisions more agilely and effectively.
‘The increasing fragmentation of the advertising ecosystem and restrictions on data access due to privacy regulations have transformed the digital marketing landscape. In this context, OptiPhi was created in response to the need for advertisers to make strategic, data-driven decisions in an increasingly complex environment. This comprehensive platform goes beyond measurement and enables real-time optimization of media spend, ensuring efficiency and scalability,’ explains Fanny Edenbro, Head of Data & AdTech Nordics at Making Science.
With this launch, Making Science reinforces its commitment to innovation in marketing technology, providing tools that help brands maximize the impact of their strategies in a constantly evolving ecosystem.
About Making Science
Making Science is a global company specializing in digital acceleration with more than 1200 employees and a presence and technology development in 15 markets: Spain, Portugal, Mexico, Colombia, France, Italy, UK, Ireland, Sweden, Denmark, Norway, Finland, Germany, Georgia and USA. As a consulting partner of Local Planet, the world’s largest network of independent media agencies, Making Science develops technology solutions and offers services in digital marketing, Adtech and Martech, cloud technologies and software, and cybersecurity at a global level, through delivery hubs that drive job creation and the availability of highly qualified technology talent.
Making Science is comprised of 4 business lines: the Global Digital Agency with Technology, with 360 digital advertising services that integrate strategic planning, creative, data and technology; RAISING, the Technology Division, which combines business expertise with data science to deliver advanced AI-based solutions applied to marketing; the Cloud, Software and Cybersecurity Division, with a team of more than 400 engineers and data scientists for the development of cloud-based solutions and a specialized cybersecurity team; and the Making Science Investment Area, with Ventis and TMQ, as a line of business diversification and implementation of the capabilities of all areas of Making Science.
With RAISING, the technology division, the company is positioned as a global benchmark in digital transformation and, thanks to its ad-machina technology solutions, Trust Generative AI and Gauss AI, brands maximize their business results with Artificial Intelligence.
In addition, the company participates in various ESG initiatives, including the Climate Pledge, the United Nations Global Compact and the Pledge1% initiative, supporting non-profit organizations in its community with a strong commitment to making a positive impact on society.
Press Contact
Noelle Runo, Head of International Marketing and Communications
noelle.runo@makingscience.com
