Built on a commitment to truth.
The advertising industry has a credibility problem. NEXT90 exists to solve it.
What we believe
Every advertising decision should be based on what actually happened — not on what a platform claims happened, not on what a vendor's model estimates, and not on what looks good in a deck.
The industry has spent decades building systems that claim credit. We built something that represents reality.
That's not a tagline. It's the design principle behind everything we build. The Insights & Data Engine (IDE) traces influence across every channel and every signal — advertising, weather, demographics, news events, seasonal patterns — through one unified taxonomy. Three pillars determine whether influence actually occurred: context, geography, and time. If it did, the data shows it. If it didn't, the data shows that too.
We don't take sides. We don't advocate for any channel. We represent what happened and make it actionable.
Why this exists
The story starts with server logs. In 2000, co-founder Brian Handrigan was reading raw post logs — the unfiltered record of what people did when they visited websites. The pattern was unmistakable: a TV ad airs, web traffic spikes. The connection between offline advertising and online behavior was obvious to anyone willing to look at the data. But the infrastructure to trace that connection at scale didn't exist. Nobody had built it because the industry was too busy arguing about which channel deserved credit.
That argument became a career-long obsession — not with winning it, but with making it irrelevant. The next decade was spent building the foundation. Gra Matr in 2007, focused on brand engagement and digital media strategy. Patents in web technology and real-time data synchronization proved that information from one environment could be connected to another reliably. Each step tested a piece of the thesis: that cross-media influence could be traced, not estimated.
The Advocado era, starting in 2016, brought the thesis into production. A cross-media data platform connecting offline and online audience insights. The acquisition of Kantar's ad verification unit created a combined data and attribution platform. The VEIL signal detection portfolio — 47 patents in audio and video watermarking — gave the system the ability to detect ads across TV, radio, and streaming with precision. Patents in online-to-offline conversion tracking and ML-driven call routing closed the loop from stimulus to revenue. The technology was proven. The science worked. But infrastructure costs and fragmented APIs meant scale was still out of reach.
Co-founder Randy Cairns saw the problem from the other side. As one of the first clients to test cross-media ideas in search marketing during the early 2000s, he understood what advertisers actually needed — not more reports, but systems that made their existing platforms work harder. He spent two decades building and running cross-media systems from the advertiser's perspective, turning theoretical measurement into operational advantage.
In 2026, the infrastructure finally caught up to the vision. Columnar analytics capable of processing billions of events. Transformation pipelines that unify data at scale. Self-serve visualization that puts the client inside their own data. Real-time platform APIs from Google, Meta, and every major buying engine. Detection across 254 TV markets. Over a million geographic entities. The IDE is the result of 26 years of building — not a pivot, not a rebrand, but the engine that every previous company was a prototype for.
The journey
The Signal
Server logs reveal the pattern: a TV ad airs, web traffic spikes. The connection between offline advertising and online behavior was obvious to anyone willing to look at the data.
Gra Matr
Brand engagement and digital media strategy. Testing the thesis that cross-media influence could be traced.
Advocado
Cross-media data platform connecting offline and online audience insights. The thesis enters production.
Kantar Acquisition
Acquired Kantar's ad verification unit. The VEIL signal detection portfolio — 47 patents in audio and video watermarking.
MRC Standards
Contributed to the MRC Outcomes and Data Quality Standards alongside Nielsen, Disney, and FOX.
NEXT90
The infrastructure finally caught up to the vision. The Insights & Data Engine is the result of 26 years of building.
What we've built
Real-time detection. Microsecond event ordering. An AI assistant embedded in every dashboard that lets advertisers query their own data in plain language. Self-serve access — no black box, no waiting for a vendor to send a report. A unified taxonomy that holds every medium — broadcast, radio, display, CTV, outdoor, direct mail — to the same standard.
Beyond advertising signals
Most platforms in this space trace advertising activity and stop there. The IDE traces all influence — because advertising is never the only thing happening.
Weather
A 115-degree day in Phoenix changes call volume for HVAC companies within hours. Precipitation patterns shift demand for agricultural equipment across entire regions. Seasonal cycles reshape buying behavior in ways that have nothing to do with media spend.
Demographics
Block-level census data and household characteristics determine who responds to what, and where. Agriculture data — USDA crop reports, farm acreage, irrigation requirements, geo shapes down to field boundaries — creates precision audiences that no demand-side platform carries.
The IDE layers these non-advertising signals alongside advertising data because reality doesn't separate them. A TV ad that airs during a cold snap performs differently than the same ad during mild weather. A programmatic campaign targeting rural ZIP codes converts differently depending on what's planted and when harvest happens. Tracing influence accurately means tracing everything that influences — not just the media buy.
This is why the product is called the Insights & Data Engine, not a TV measurement platform. The engine traces whatever moves the needle, regardless of whether an ad was involved.
Insights in action
News vs. Entertainment
An advertiser running broadcast in the upper Midwest during February 2026 saw engagement patterns that mapped directly to specific airings. News programming drove dramatically more digital response than entertainment — viewers in a learning mindset respond differently than viewers checking out. That single insight reshaped the next media plan.
Linear Dead Zones
In one set of markets, nearly a quarter of broadcast coverage areas showed zero digital response. Those Linear Dead Zones became the most efficient programmatic targets in the campaign — turning wasted spend into precision activation.
Revenue-Linked Feedback
When revenue-linked conversions were fed back to Google Ads — not just clicks, but actual job revenue — Smart Bidding behavior changed within days. The platform started optimizing for outcomes the advertiser cared about, because it finally had the data to learn from.
The full journey is visible in one place: a TV ad airs, organic search spikes, a website visit happens, a phone call is made, a job is booked, revenue is recorded. Each step is connected through deterministic identity resolution — not probabilistic matching, not panel-based estimation. The stimulus-to-revenue chain that the industry has talked about for years is operational inside the IDE.
The team
Brian Handrigan
Co-Founder26 years in advertising technology. Named inventor on 8 patents. Contributed to MRC measurement standards. Published in Forbes. Called Google's Privacy Sandbox a "wolf in sheep's clothing" in The Drum (2021).
Read more about Brian →Randy Cairns
Co-FounderOperational lead. Two decades of building and running cross-media systems from the advertiser's side.
Let's build something true.
The commitment is simple: represent reality. The data sometimes shows your best-performing channel isn't performing. We show you anyway. That's the commitment.
Truth is not a feature we added. It's the reason the company exists.
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