Budget allocation backed by data, not vibes.
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.
At a glance
- What it is
- An allocation engine that proposes how to split a media budget across paid search, paid social, programmatic, video and more, with the rationale attached.
- Who it is for
- Planners who currently decide channel splits by precedent or gut feel, and agencies that need splits to be consistent and explainable across the team.
- What you put in
- Your campaign goal and budget, the channels in scope, and optionally historic performance pulled from connected platforms.
- What you get out
- A recommended channel mix with percentage and value per channel, suggested tactics per channel, and a written rationale behind each weighting.
From input to output, step by step.
- 1
Set the goal and budget
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.
- 2
Choose the mode
Three ways to work: fully manual, AI-recommended, or AI-recommended with your overrides on top. Most planners start from the recommendation and adjust.
- 3
Let historic data weigh in
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.
- 4
Review the rationale
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.
- 5
Refine per channel
Set tactics within each channel - targeting approaches, formats, bid strategies - and see the full mix on one timeline before anything goes live.
What the allocation engine considers
Goal-led weighting
The mix is tied to what the campaign is for. A reach objective and a lead objective produce different splits from the same budget.
Your history, not just benchmarks
Connected platform data means the engine learns from what has actually worked on your accounts, and each plan starts smarter than the last.
Override anything in two clicks
The AI proposes, you decide. Any channel weight can be pinned, raised or removed, and the rest of the mix rebalances around it.
Allocation that flows into pacing
The split you approve becomes the pacing baseline automatically, so planned versus actual is measured against the real allocation, not a copy of it.
Questions planners ask.
How does Medusa decide the budget split across channels?
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.
Can I allocate manually instead of using the AI?
Yes. There are three modes: manual, AI-recommended, and AI-recommended with manual overrides. Nothing forces you to accept a suggestion.
Does it handle cross-channel plans?
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.
What happens to the allocation once campaigns are live?
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.
Your next media plan starts in five minutes.
Connect a platform, upload a brief, and watch Medusa do the bit you used to dread.