Lumina

A legacy global media planning platform now operating under Guideline, serving agencies and advertisers with plan management and audience modeling capabilities.

Mediaocean Lumina is a media planning and management platform that was developed by Mediaocean to support agencies and advertisers in plan management, audience modeling, and budget authorization across global markets. The product provided a centralized workflow for media planners to build, approve, and manage campaigns, integrating audience data and financial controls into a single planning environment. In June 2023, Mediaocean divested Lumina to Dreamscape (operating under the Guideline brand), which is backed by SMI, SQAD, and related partners. The acquisition positioned Guideline to offer Lumina as part of a broader suite of media intelligence and planning tools, leveraging SMI's spending data and SQAD's cost estimation capabilities alongside Lumina's planning infrastructure. Lumina serves media agencies and advertisers that require structured, multi-market media planning workflows. Its core strengths lie in global plan management, audience-based planning, and the authorization of media budgets across complex organizational hierarchies. Under Guideline's ownership, the platform continues to operate as an active product within the media planning technology landscape.