Medusa is media budget allocation software that recommends a cross-channel split from your goal, your historic performance and category benchmarks, then explains the reasoning so you can defend it. Take the recommendation, override any line, or build the mix manually.
Illustrative demo data
Allocation$665K
From your inputs to a working plan, in 5 steps.
The objective extracted from your brief, or one you set directly, anchors the allocation. Awareness, traffic and conversion goals pull the mix in different directions.
Three ways to work: fully manual, AI-recommended, or AI-recommended with your overrides on top. Most planners start from the recommendation and adjust.
If your platforms are connected, past campaign performance informs the split, so channels that have delivered for this account carry more weight than generic benchmarks.
Every recommended weighting comes with the reasoning behind it. When the client asks why programmatic got 29 percent, the answer is on the plan, not in someone's head.
Set tactics within each channel - targeting approaches, formats, bid strategies - and see the full mix on one timeline before anything goes live.
The mix is tied to what the campaign is for. A reach objective and a lead objective produce different splits from the same budget.
Connected platform data means the engine learns from what has actually worked on your accounts, and each plan starts smarter than the last.
The AI proposes, you decide. Any channel weight can be pinned, raised or removed, and the rest of the mix rebalances around it.
The split you approve becomes the pacing baseline automatically, so planned versus actual is measured against the real allocation, not a copy of it.
Recommended for free-trial sign-ups
From the brief's goal, audience and 24 months of platform history
Related
The engine weighs three inputs: the campaign goal, historic performance from your connected platforms, and benchmarks. It proposes a percentage split with tactics per channel and a written rationale for each weighting, which you can accept or override.
Yes. There are three modes: manual, AI-recommended, and AI-recommended with manual overrides. Nothing forces you to accept a suggestion.
That is the core use case. Paid search, paid social, programmatic display, and video and CTV can sit in one plan with one budget, allocated together rather than in separate documents.
It becomes the pacing target. Medusa tracks actual spend against the allocated split and, over time, its ML model recommends reallocations where the data shows a better use of the same budget.
Connect a platform, upload a brief, and watch Medusa do the bit you used to dread.
TikTok202,500 people
Meta294,000 people
LinkedIn6,000 people if the move is approved
YouTube236,800 people
DV360333,000 people
Google133,700 people
Brief, Personas, Allocation, Flighting, Pacing, Approval