In Google Cloud, the breadth of services and competitive cost structure enabled Customedia to deliver an agency reporting solution that uses Looker as a BI platform, aggregating data from the multitude of advertising platforms used by clients into a single source of truth.

"The fundamental shift we've unlocked is a more robust, reliable solution that enables clients to have greater trust in what they're seeing and a profoundly greater ability to interrogate what they see," says Richard Warwick, head of digital at Customedia. "Our customers want to get under the hood to understand their data and generate their own reports and dashboards, and services such as Looker enable that."

Meanwhile, Custom Analytics uses Gemini LLMs for powerful analysis of data from a range of platforms and to provide the resulting insights in plain language.

In addition, the robust security and data controls within Google Cloud enable Customedia and Custom Analytics to meet customer requirements to manage access to certain types of data and retain it in certain locations for governance and compliance.

Customedia and Custom Analytics opted for Google Cloud for the opportunities presented by its rapid development of AI, and the flexibility to seamlessly integrate products, such as Looker, BigQuery, and Gemini LLMs, with the option to leverage Vertex AI where appropriate, enabling scalable analytics and AI-driven use cases that can evolve with client needs.

The organization would also be able to leverage media spend data generated through its extensive use of Google Marketing Platform and other advertising services.

With Google Cloud, the organizations moved to a powerful, flexible, and integrated data stack and reduced data ingestion failures by 90%. Reliable access to data builds customer confidence and trust in the organizations, and positions them to step up the sale of existing and enhanced products to customers.

For Customedia's custom media reporting solution, data is transferred from client platforms, campaign management software, Cloud Storage, Google Ads, Google Analytics, Meta services, and LinkedIn, all through native integrations or third-party tools into a BigQuery data warehouse. There, it is organized in tables and datasets to be visualized through Looker for easy reporting and analysis. Media dashboards show typical campaign cost and delivery metrics, and returns, while BI dashboards visualize sales and customer data, broken down in various ways to meet client needs.

For its AI analysis solution, Custom Analytics uses Cloud Run to host two applications: a reporting assistant that pulls data from different platforms to answer questions in natural language, and an AI chatbot that, through a natural language conversation, collects all the data needed to produce a media or creative brief for agencies. Gemini 3 Flash is used to plan and refine responses to queries of Google Analytics, Looker and BigQuery data, and Gemini 3 Pro to extract data from platforms and provide in-depth analytics.

"We chose Gemini 3 Flash for its speed and cost-effectiveness and Gemini 3 Pro for its deep and rich analytics capabilities," says Santiago Moscatelli, Head of Analytics at Custom Analytics.

Through Conversational Analytics powered by Gemini in Looker, Customedia enables client team members to ask data-related questions in natural language, democratizing access to information for decision-making.