What Redmill Solutions does

Redmill Solutions is a London-headquartered specialist media data management company founded in 2010 by Hasan Arik, a former software engineer and senior technology leader at MediaCom and GroupM. The company provides global brand advertisers with a cloud-based platform, TUK-TUK, that ingests, cleans, translates, and harmonises media data from more than 3,000 sources across 120+ countries, producing a single source of media data truth that supports media planning, post-campaign analysis, agency deal performance tracking, competitive reporting, and auditable pitch pricing procurement through a separate Pitch-It module. The platform is delivered via three configurable deployment modes, Self-Service, Full-Service, and Hybrid, designed to achieve 100% market coverage without requiring changes to local agency workflows, and is positioned around strict independence from agencies and media owners so that advertiser interests are not conflicted.

Redmill monetises through enterprise SaaS subscriptions billed annually across three service tiers, with each client supported by a dedicated Account Management team and direct field sales targeting some of the world's largest advertisers, including Mondelez, Reckitt, Mastercard, Bayer, PepsiCo, and Microsoft. The company operates from offices in London, Izmir, and Guangzhou, holds ISO 27001 certification for its information security management system, and reports managing billions of dollars of media spend annually on its platform. In October 2024 Redmill announced a global partnership with MINT, creator of the first Advertising Resource Management solution, and was subsequently acquired by MINT.ai to form what the acquirer describes as the most advanced AI-powered media operations platform.

Name

Redmill Solutions

Legal name

Redmill Solutions Limited

Website

https://redmillsolutions.com

Company type

Private

Founded year

2010

Operating status

Acquired

Headcount range

11–50 employees

Short description

Redmill Solutions provides cloud-based media data management software that harmonises global media data from 3,000+ sources across 120+ countries for enterprise brand advertisers managing billions of dollars in annual media spend.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscriptions: Redmill operates as a subscription-based software company providing access to its TUK-TUK platform. The company offers three tiers of service — Self-Service, Full-Service, and Hybrid — suggesting tiered subscription pricing. Solutions are delivered through the TUK-TUK platform with pricing described as 'scalable' and 'priced to encourage widespread system adoption', indicating per-seat or enterprise-level subscription models.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Redmill Solutions provides a proprietary cloud-based media data management platform called TUK-TUK that collects, translates, cleans, and harmonises structured and unstructured global media data from more than 3,000 sources across 120+ countries. It sells modular SaaS solutions covering media planning, post-campaign data management, agency deal performance tracking, competitive media reporting, and auditable pitch pricing procurement to global brand advertisers.

Product overview

Redmill Solutions offers a unified media data management platform called TUK-TUK, with five integrated modules: Media Planning Solutions, Post-Campaign Data Management, Deal Performance Tracking, Competitive Media Reporting, and Pitch-It. The TUK-TUK platform serves as the core technology delivering all solutions, supporting Self-Service, Full-Service, and Hybrid deployment models to provide global advertisers with harmonised media data for visibility and control over media investments.

Differentiator

Problem solved

Functional benefit

Brands

• TUK-TUK: Proprietary cloud-based media data management platform that transforms structured and unstructured global media data into harmonised, usable information for actionable insights.
• Pitch-It

Products and services

• TUK-TUK Platform Cloud-based proprietary media data management platform that transforms structured and unstructured global media data into harmonised, usable information with actionable insights. Delivered via Self-Service, Full-Service, or Hybrid deployment models with multi-currency, multi-level security access, and integration with major media, marketing, and data systems.
• Media Planning Solutions Enables advertisers to access accurate media plan data for all markets and brands through harmonisation, aggregation, and instant analysis of media plans from around the globe. Configurable across Self-Service, Full-Service, and Hybrid workflows.
• Post-Campaign Data Management Collects, cleanses, and harmonises granular post-campaign data across all media types to inform benchmarking, market modelling, and ROI analysis. Supports spot-by-spot data at the most granular level, monthly updates for non-digital data, and daily or more frequent updates for digital data via APIs.
• Deal Performance Tracking Provides monthly tracking of media agency delivery against deal quality, value, and price parameters across all markets and media types, including cost and quality parameters such as station mix, daypart, and PIB. Includes PRIP evaluation and multi-market media owner deal tracking.
• Competitive Media Reporting Delivers clean and accurate global competitive reports on competitor advertising activity and spend through share-of-voice and share-of-spend analysis, including presentation tools, automated communications and alerts, historical reporting, and a library of original reports.
• Pitch-It Auditable pitch pricing procurement platform that enables advertisers to collect, collate, and evaluate pitch submissions from media agencies. Creates baselines from historical activity, predicts future media activity, validates quality parameters by market, manages multiple submission rounds, and supports multiple exchange rates.

Quantifiable outcome

• At least 10x more efficient for media data management
• +2 more outcomes

Named customers6 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• MINT (Media Investment Intelligence Technology)flagshipStrategic or Co-development Partner · 3 October 2024Redmill Solutions announced a global partnership with MINT (creators of the first Advertising Resource Management solution) on October 3, 2024. The partnership aimed to transform how brands handle advertising on a global scale by offering an integrated solution to manage advertising campaigns from pitch to pay. Redmill's cutting-edge technology and media ecosystem knowledge was combined with MINT's global leadership in ARM. This partnership subsequently evolved into a full acquisition of Redmill by MINT.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mediaocean: Mediaocean operates a broad ad operations, media buying, and finance platform for advertisers and agencies. Like Redmill, it serves the operational media workflow of large advertisers and competes for the same procurement and media operations budgets, though its scope spans finance, buying, and planning rather than Redmill's data harmonization focus.
• Standard Media Index (SMI): SMI provides independent media spend tracking and agency holding company monitoring across markets. It is a close direct peer to Redmill's media data visibility and competitive intelligence offerings, targeting the same advertiser audience seeking transparency into agency-managed media investments.
• MediaRadar: MediaRadar offers advertising intelligence including spend tracking, creative monitoring, and competitive analysis across traditional and digital channels. It overlaps directly with Redmill's Competitive Media Reporting and post-campaign data management use cases for brand advertisers.
• Pathmatics (Sensor Tower): Pathmatics, now part of Sensor Tower, provides ad creative, spend, and channel intelligence across digital and traditional media. It is comparable to Redmill's competitive intelligence and share-of-spend offerings, particularly for digital-first advertiser analytics.
• 4C Insights: 4C Insights (a former IPG Mediabrands company) provides cross-channel media planning, audience insights, and analytics solutions for advertisers. Its planning and analytics focus is comparable to Redmill's Media Planning Solutions and Competitive Media Reporting modules.

Emerging players

• Analytic Partners: Analytic Partners specializes in marketing ROI and commercial analytics, helping advertisers measure and optimize cross-channel investment effectiveness. It overlaps with Redmill's post-campaign benchmarking and ROI analysis use cases but with a stronger econometric/measurement orientation.

Broad incumbents

• Nielsen: Nielsen is a global measurement and data analytics incumbent serving advertisers, agencies, and media owners with cross-media audience measurement, ratings, and competitive intelligence. It competes with Redmill in advertiser-facing media intelligence at much larger scale and broader scope.
• Kantar: Kantar is a broad marketing data and analytics incumbent providing media measurement, audience insights, and advertising effectiveness services to global advertisers. Its media intelligence footprint overlaps with Redmill's TUK-TUK-driven global media data management, though Kantar operates at much larger scale and across more analytics domains.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/redmill-solutions-ltd
• Instagraminstagram.com/redmillsolutions

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Redmill Solutions