Grasp has launched Loop, a product that connects media plans directly to digital ad buying platforms. The tool is designed to reduce errors between campaign planning and live execution.
The launch addresses a common operational problem in digital advertising: campaign details are often moved manually between planning documents and ad platforms. Those transfers can introduce mistakes in budgets, audience settings, objectives, dates and reporting structures.
Loop links media plans with platforms including Meta, DV360, TikTok and Google Ads. It also works with planning tools such as Camphouse, Google Sheets and Excel, allowing campaign information to move from planning systems into activation workflows without manual re-entry.
The product also carries operational data such as IO and PO numbers and campaign IDs, which can help agencies, brands and media owners maintain consistency across campaign records and reporting.
It launches amid a broader push to tighten controls over digital media operations as advertisers scrutinise wasted spend and inconsistent measurement. Campaign setup remains labour-intensive in many organisations, particularly when multiple brands, markets and channels are involved over long periods.
Manual transposition of campaign information creates openings for setup mistakes, inaccurate targeting and overspend. The issue becomes more pronounced when teams are handling large volumes of campaigns across several platforms at once.
Grasp says Loop delivers 1:1 accuracy between media plans and campaign execution and completes the process five times faster than manual input. The figures form part of its argument that campaign governance can be improved by connecting planning systems and buying platforms more directly.
Grasp, owned by MiQ, provides digital media quality and governance software to brands and agencies. Its tools are used by 30,000 users across global brands and major agency groups, supporting work across more than 50 platforms.
Human error
The financial impact of campaign errors has become more visible for large advertisers, especially around major global events that attract heavy media spending. In material accompanying the launch, Grasp cited its own analysis suggesting that up to USD $3.9 billion in FIFA World Cup-related ad spend could be affected by campaign setup and data errors.
That estimate underlines the scale of concern among advertisers trying to improve the reliability of campaign delivery and reporting. Errors introduced at setup can affect not only live campaign performance but also the downstream data used for attribution, reconciliation and future planning.
Jessica Michen, Co-Founder & COO of Grasp, described the product as a response to recurring weaknesses in the media buying process.
"Having worked with the world's biggest brands and media agencies over the years, we've been able to clearly identify the moments in a media buying cycle where errors are most likely to creep in. Loop is specifically designed to effortlessly bridge those gaps and deliver 1:1 accuracy between plans and execution," said Jessica Michen, Co-Founder & COO of Grasp.
The launch also reflects demand from advertisers for systems that tie campaign planning data more closely to platform execution and later reporting. One challenge for marketers has been matching data from different systems when campaign identifiers, naming conventions or budget records do not line up.
Aniket Basu, Chief Digital Officer at L'Oréal, pointed to that issue in comments included with the launch.
"There are two parts that Grasp brings: one is the media plan component, which connects across all the platforms, and then the unique ID generated at every level, allowing us to stitch all the data back," said Aniket Basu, Chief Digital Officer at L'Oréal.
Wider market
Media operations software has become a growing area of investment as brands and agencies seek tighter governance across fragmented advertising ecosystems. The challenge has intensified as campaigns span social media, video, programmatic display and search, often managed by different teams using separate tools.
By positioning Loop as a bridge between planning and activation, Grasp is entering a market in which advertisers want fewer manual handoffs and cleaner data flows. The aim is to give teams more time for strategy and client work while reducing the volume of manual checks needed to keep campaigns aligned with approved plans.
Loop is the latest addition to Grasp's existing set of taxonomy and quality assurance products, which focus on campaign compliance and data consistency. Its launch adds another layer to the company's effort to address operational weaknesses in digital advertising at the point where plans become live campaigns.