Linea Analytics has been built over the past six months and runs a measurement platform that allows brands to measure, allocate and optimise marketing.

The company was set up by David Walsh, former head of data and media at Monks and formerly in the Brightblue management team, and Claudio Paladini, who has held senior roles at IPG Media in Italy and at Brightblue in London.

In addition, Linea Analytics will be focusing on supporting brands, agencies and publishers with either full-service measurement to embed analytics or self-service platform measurement.

Linea Analytics will initially focus on the UK, Italian and German markets.

David Walsh, client lead at Linea Analytics, said: “Having previously scaled a measurement agency and exited, I think it’s the perfect time to partner with brands to measure the true impact of their marketing. 

“With big tech firms Google and Meta starting to be challenged on whether their platforms are driving incremental impact for brands, they have recently been promoting MMM as the gold standard.

“At Linea our MMM measurement platform will combine technology and people. Technology to drive automation and accuracy, with the right people to ensure action is taken from measurement.”

Claudio Paladini, tech lead at Linea Analytics, added: “We have threaded machine learning technology into our platform to provide value for our clients and improve the speed/ automation of measurement. This saving will allow us to ensure we provide best value for our clients.

“We have also recognised that there is an opportunity to take measurement wider than the London/UK market and we will be focusing on European markets – in particular Germany and Italy. In these markets we recognise that data and measurement is more in need of moving away from attribution and towards true incremental measurement. That’s why we think it’s a great time to launch.”