Why Advertisers Should Choose MINT for Automating Their Campaigns

1. MINT’s Pioneering 3-Layer Architecture: Workflow Automation, Unified Data, and AI Agents

MINT is the first platform in the ARM space to introduce a powerful three-layer architecture encompassing media workflow automation, unified data, and an agentic AI layer. This pioneering design is purpose-built for end-to-end advertising automation. Each layer plays a critical role in streamlining and intelligently enhancing campaign management:

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• Media Workflow Automation: MINT automates and orchestrates the countless repetitive tasks in media planning and buying, eliminating errors and accelerating execution. The result is leaner operations that cut labor costs and improve efficiency, allowing teams to focus on higher-value strategic work.

• Unified Data: All your advertising data is harmonized into a single source of truth. MINT’s data layer brings transparency and governance, delivering real-time insights across channels and markets. Marketers gain full visibility into spend and performance, maximizing the impact of each media investment and driving stronger ROI.

• Agentic AI Layer: At the top, MINT deploys AI-driven “agent” technology – specialized intelligent agents that autonomously manage tasks and optimize processes in real time. MINT’s multi-agent system act as tireless virtual team members, improving precision and responsiveness in campaign management. By delegating routine decisions to AI under human oversight, brands achieve faster outcomes and even boost profitability within weeks.

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This three-layered platform is a first-of-its-kind in advertising. It combines automation, data unification, and AI intelligence in one seamless solution. By leveraging all three layers in concert, global brands using MINT are cutting costs, improving campaign outcomes, and maximizing profitability through this integrated ARM approach. In short, MINT’s architecture ensures that every step – from planning to optimization – is optimized by data and AI, yet controlled by the marketer.

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2. Strategic Partnership with IBM and proprietary Multi-Agent Systems

Another compelling reason to choose MINT is its strategic partnership with IBM, which amplifies MINT’s capabilities in AI and enterprise scalability. MINT is collaborating with IBM to develop a multi-agent AI platform that is specifically tailored to advertising roles, with built-in safeguards for safety and compliance. This partnership integrates IBM’s cutting-edge AI technologies (including the IBM watsonX AI portfolio) with MINT’s domain expertise, creating an AI-powered ecosystem that CMOs can trust for mission-critical campaigns.

The collaboration is designed to help clients move from the traditional “human-led, AI-assisted” model to a more advanced “human-led, agents-operated” model. In practice, this means advertising teams can offload complex, time-consuming tasks to intelligent agents that act autonomously, while humans remain in control of strategy and oversight.

The IBM–MINT alliance is fostering hybrid teams of humans and AI agents working together, which significantly improves efficiency in media workflows. Early results from this agentic AI approach are impressive: pilot implementations have reported up to a 30% reduction in monthly hours spent on media operations and overhead by using agent-run workflows. This translates to huge savings in time and cost for large advertisers.

Importantly for marketing leaders, IBM’s involvement also brings assurances of security, scalability, and compliance – critical factors for enterprise adoption. In summary, IBM turbocharges MINT’s AI layer with world-class innovation and reliability, ensuring that advertisers can scale their automated campaigns with confidence and trust.

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3. Expanded Data Integration & Intelligence: MINT’s Acquisition of info³

MINT’s recent acquisition of info³ is a strategic move that expands its capacity for data integration and campaign intelligence. Announced in early 2025, this acquisition brings into MINT a company known for providing intelligence management solutions to media and marketing teams. By integrating info³’s technology and expertise, MINT significantly strengthens its platform on multiple fronts.

First, info³  adds seamless data integration capabilities – including ERP integration – that are crucial for large-scale enterprise advertisers. In practical terms, MINT can now connect advertising operations more deeply with other business systems (like finance or supply-chain platforms), eliminating data silos and ensuring that campaign data flows effortlessly across the organization. This unified data flow improves accuracy in reporting and enables more holistic measurement of campaign impact on business outcomes.

Second, info³  contributes advanced media monitoring and intelligence features. Its solutions were designed to track media and marketing activity for multinational corporations, providing rich analytics and insights. Now combined with MINT’s ARM platform, these capabilities enhance MINT’s offering with more comprehensive data-driven campaign management across global markets. Advertisers benefit from sharper intelligence – from planning through to results – all within the MINT ecosystem.

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4. End-to-End Transparency

A core competitive edge of MINT is its ability to deliver end-to-end transparency. For global CMOs, this is a game-changer. MINT’s platform was built to give advertisers a holistic view and control over every aspect of their campaigns, across all channels and markets. With 18+ media channels and 550+ integrations unified into one system, MINT enables true omnichannel campaign orchestration from the planning stage all the way through to financial reconciliation. In practical terms, a marketing leader can coordinate a campaign that spans multiple countries and channels using MINT, and monitor all of it in real time through one dashboard.

The transparency this affords is unparalleled. MINT provides instant visibility into spend, pacing, performance metrics, and outcomes for all campaigns, no matter how many markets or platforms are involved. Because all data is standardized in the unified data layer, stakeholders can trust that they’re seeing accurate, up-to-date information. This level of transparency not only builds trust (internally and with partners) but also allows for faster, informed decision-making. If a campaign needs adjustment, the data is at your fingertips; if an executive needs a report on global marketing ROI, it’s readily available.

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5. Cross-Market Orchestration

Equally important is cross-market orchestration. MINT is purpose-built for the complexity of enterprise advertising, enabling organizations to unify their global operations and automate cross-market workflows. Instead of each region or team working in its own siloed system, MINT brings everything together. Campaign strategies can be aligned globally while still being executed efficiently at a local level. This ensures consistency in messaging and measurement, and it helps large advertisers react quickly to market changes by deploying updates across all markets in a coordinated way. The platform’s flexibility and AI assistance mean that campaigns can be optimized continuously across markets for maximum performance.

In sum, MINT offers marketing and media leaders a 360° view and control of their advertising efforts. You get full visibility into every dollar and every impression and the ability to orchestrate complex campaigns across any market or channel with ease. This end-to-end command and clarity is a decisive advantage in today’s data-driven, global advertising environment. – and it’s a key reason MINT stands out from other solutions.

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A Solution to Simplify the Complexity of Advertising

As the advertising industry rapidly evolves with AI and increasing complexity, MINT emerges as a clear choice for forward-thinking CMOs and marketing leaders who seek to automate campaigns without sacrificing control or insight. In this post, we highlighted five compelling reasons to choose MINT: its unique 3-layer architecture (combining workflow automation, unified data, and AI agents), the deep IBM partnership enhancing its AI capabilities and trust, the info³ acquisition boosting data integration and intelligence,  and MINT’s overarching strength in delivering end-to-end transparency and cross-market orchestration. Each of these factors on its own is valuable — together, they make MINT a powerhouse platform for Advertising Resource Management.

MINT’s open architecture and partnerships ensure that it can flex and grow with brands’ and agencies’ needs, integrating with existing tools while future-proofing your organization for the next wave of innovation. In a world where maximizing the impact of every media dollar is paramount, MINT offers an efficient, transparent, and technologically advanced path forward, empowering human teams to focus on strategy and creativity, while the platform handles the complexity of advertising behind the scenes.

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