Generator Media + Analytics

What Generator Media + Analytics does

Generator Media + Analytics, doing business as Generator since a March 2026 rebrand, is a privately held, 100% independently owned media intelligence agency headquartered in New York and founded in 2002 (originally as Gotham Direct). The firm operates at the intersection of strategic media planning, performance analytics, and proprietary technology, serving enterprise and mid-market brands across verticals including CPG, B2B, education, recreation/vehicles, hospitality, beverage, financial services, real estate, and nonprofit. Its client roster spans Capital One, Yamaha, Arby's, Baskin-Robbins, Penn State, NYU, Penn, American Red Cross, American Heart Association, KOA, AMP Lighting, FITCRUNCH, Plymouth Gin, Prime Storage, Wyoming Whiskey, Brugal, and Brookfield.

The firm's core technical asset is the Synapse platform, a proprietary intelligence layer that integrates marketing, media, and business data into unified dashboards and analytics. Synapse comprises six modules — Synapse (real-time KPI dashboard), Synapse+ (multi-touch attribution), SynapseDiscover (custom branded surveying), SynapseEdge (competitive and creative monitoring), Synapse360 (store-level retail aggregation), and SynapseBoost (media mix modeling) — underpinned by three AI-enabled frameworks: IMPULSE for predictive audience targeting, INSIGHT for forecasting, and IMPACT for causal impact modeling and agile MMM. Complementary service pillars include Strategy & Insights, Media Planning & Activation (covering digital, social, video, audio, OOH, and emerging channels), Performance Intelligence, Retail Media & Commerce, and consulting services delivered in partnership with GrowthX.

Generator generates revenue through managed media planning and activation fees, media buying commissions, and professional services/consulting engagements, with quote-based B2B pricing rather than disclosed list rates. The firm is led by CEO & President Mike Farasciano and Co-Founder Christine Gilbertie (65% female ownership), with a 45-person staff and certified partnerships across Amazon, Walmart, TikTok, Snapchat, Pinterest, Microsoft, Meta, Instacart, Google, and Criteo. No external funding, holding company affiliation, or institutional ownership has been disclosed.

Name

Generator Media + Analytics

Legal name

Generator Media + Analytics

Website

https://generatormedia.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Generator (formerly Generator Media + Analytics) is an independent, New York-based media intelligence agency serving enterprise and mid-market brands across CPG, B2B, education, nonprofit, and other verticals with strategic media planning, its proprietary Synapse analytics platform, and growth consulting services.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Media Planning & Activation Services: Generator provides media planning and activation services across digital, social, video, audio, out-of-home, and emerging media channels. Revenue is generated through service fees and media buying commissions.
2. Strategy & Analytics Consulting: Provides strategy, insights, and analytics services including audience science, media mix modeling, consumer journey mapping, and custom research services.
3. GrowthX Consulting Partnership: Partnership with GrowthX to offer strategic planning consultancy services including long-term strategic planning, organization planning, business case development, and investor presentations.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Generator is a B2B media and growth agency that helps enterprise brands reveal what is driving performance, architect smarter media investment strategies, and activate media across digital, social, video, audio, out-of-home, and emerging channels. Its proprietary Synapse intelligence platform unifies marketing, media, and business data into a single layer, supporting audience science, attribution, surveying, competitive monitoring, and media mix modeling, while its service pillars span Strategy & Insights, Media Planning & Activation, Performance Intelligence, Retail Media & Commerce, and GrowthX-delivered consulting.

Product overview

Generator is a media intelligence-driven growth partner offering a platform-plus-services model. The core proprietary platform is Synapse, which integrates marketing, media, and business data into a unified intelligence layer with six modules: Synapse (dashboard), Synapse+ (attribution analytics), SynapseDiscover (surveying), SynapseEdge (competitive monitoring), Synapse360 (data aggregation), and SynapseBoost (media mix modeling). The Synapse platform is complemented by four service pillars: Strategy & Insights (audience-first growth hunting), Media Planning & Activation (closed-loop media services), Performance Intelligence (data-driven optimization), and Retail Media & Commerce (point-of-purchase focused services). Consulting Services are delivered through a partnership with GrowthX. Together, these products and services help brands reveal performance drivers, architect investment strategies, and activate media that balances brand building with performance discipline.

Differentiator

Problem solved

Functional benefit

Brands

• Synapse: Generator's proprietary intelligence platform that powers better judgment by integrating marketing, media, and business data into a unified intelligence layer. Includes modules: Synapse, Synapse+, SynapseDiscover, SynapseEdge, Synapse360, and SynapseBoost.
• GrowthX Consulting Services

Products and services

• Synapse Proprietary intelligence platform that integrates marketing, media, and business data into a unified intelligence layer to reveal performance drivers, guide investment decisions, and optimize outcomes for enterprise brands. Includes Synapse dashboard, Synapse+ (attribution), SynapseDiscover (surveying), SynapseEdge (competitive monitoring), Synapse360 (data aggregation), and SynapseBoost (media mix modeling) modules.
• Strategy & Insights Audience-first growth hunting service covering marketing research, consumer journey mapping, and media mix modeling. Identifies waste of ad spend and reallocates budget toward channels, audiences, and tactics that drive business outcomes for enterprise brands.
• Media Planning & Activation Closed-loop media planning and activation services spanning audience science, media plan architecture, search, programmatic, social media, video (CTV and Linear TV), audio, out-of-home, print, and emerging media channels for enterprise brands.
• Performance Intelligence Performance intelligence capabilities powered by the Synapse platform, providing enterprise clients with competitive advantage through data-driven insights, real-time optimization, attribution, and forecasting.
• Retail Media & Commerce Specialized retail media and commerce services covering Brick & Mortar, Digital Commerce, and Retail Media to help brands gain incremental sales, scale marketplace sales, integrate commerce strategies, build brand awareness at point of purchase, and increase retail SKU velocity.
• Consulting Services (GrowthX Partnership) Strategic planning and marketing consulting delivered in partnership with GrowthX, covering long-term strategic planning, organization planning, market assessment, business case development, investor presentations, exit strategy, marketing strategy, and sales channel strategy.

Quantifiable outcome

• Walmart sales increased YoY for 22 consecutive months for FITCRUNCH
• +7 more outcomes

Named customers18 records

Segments6 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature9 records

Partnerships

One partnership is on record.

• GrowthXcoreStrategic or Co-development PartnerGenerator works in partnership with GrowthX, a best-in-class strategic planning consultancy, to offer clients access to services that help build and scale their businesses. GrowthX consultants are the lead strategists behind Dollar Shave Club and Fairlife Milk, both brands achieving billion-dollar revenue status. Services include strategic planning, marketing and brand strategy, organization planning, business case development, and investor presentations.

Scale indicators18 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Horizon Media: Large independent media agency headquartered in NYC, focused on data-driven media planning, buying, and analytics for enterprise clients. Most directly comparable to Generator given similar independent positioning, NYC base, and full-service media/analytics model.
• Wpromote: Independent digital marketing agency offering media planning, paid media, and analytics with proprietary Polaris platform. Closely matches Generator's platform-plus-services model and independent ownership structure.
• Rise Interactive: Independent performance media agency with proprietary Connex platform for cross-channel analytics and media activation. Closely aligned with Generator's Synapse-equivalent data aggregation and attribution capabilities.
• PMG: Independent, employee-owned digital media agency serving enterprise brands with media, data, and creative services. Comparable to Generator as an independent alternative to holding-company networks with strong analytics and platform-side certifications.
• Power Digital Marketing: Independent, tech-enabled digital marketing agency offering media, analytics, and commerce services. Similar mid-market positioning with proprietary technology stack and enterprise CPG/retail focus.
• Tinuiti: Independent performance marketing agency combining media, data, and commerce with proprietary Mobius platform. Comparable to Generator for retail media commerce focus, platform-enabled services, and CPG client base.

Emerging players

• Walker Sands: Mid-size B2B marketing agency offering media, demand generation, and analytics services. Comparable to Generator for its B2B media capabilities (AMP Lighting case) and analytics-led positioning, though narrower in B2B focus.
• Acceleration Partners: Independent performance marketing agency specializing in affiliate, partnership, and creator-led marketing. Comparable to Generator in independent boutique structure with measurable ROI focus and enterprise clients.

Broad incumbents

• Merkle: Large data-driven performance marketing agency (Dentsu-owned) offering media, analytics, CRM, and technology services. Comparable to Generator in CPG/retail media focus but at much larger scale and part of a global holding company.
• Stagwell Global: Public holding company for a portfolio of independent digital-first marketing agencies including Assembly, Anomaly, and others. Represents the alternative independent-aggregation model against which Generator competes for talent and clients.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/generatormedia
• Xx.com/generatormedia
• Facebookfacebook.com/generatormedia

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Generator Media + Analytics