Camphouse

At most large companies, the plan for how billions of advertising dollars will be spent does not live in a purpose-built system. It lives in spreadsheets - emailed between headquarters and dozens of local markets, versioned by hand, reconciled against reality weeks after the money is gone. Camphouse, a company headquartered in Stockholm, was built to end that arrangement.

The company is not new, even if the name is. For roughly a decade it operated as Mediatool, a media management platform started in 2015 by Alexander Hogman and a small group of co-founders. In February 2025 it rebranded to Camphouse - short for "House of Campaigns" - and used the moment to sharpen what it was actually selling: not a dashboard, but a place where an entire media operation could be planned, run and explained.

"This is a natural step in our growth journey as we power up with AI," Hogman said at the rebrand. "We are aiming to help more companies take control and ownership of their marketing data, and utilize AI workflow in a secure and controlled way." The line matters because it puts data ownership before AI - the sequence the whole product is built around.

What separates Camphouse from a reporting tool is the ambition to be a system of record. A dashboard shows you numbers after the fact. A system of record is where the work happens - where the plan is authored, the budget is allocated, the campaign is activated, and the results are tied back to the original intent. Own that layer and you become hard to remove.

The media technology landscape is crowded with buying tools, analytics suites and project trackers. Camphouse positions itself in the seam between them - the operations layer where planning, budgets and activation are coordinated before any of those downstream tools take over.

Its competitive edge is being the system of record rather than a point solution. Alternatives include media planning tools such as Bionic and MediaOcean, adjacent workflow and buying platforms, and - most commonly - the in-house spreadsheet processes that still run media at many enterprises. Camphouse's argument is that spreadsheets do not scale to global, multi-agency, AI-ready operations, and that a purpose-built home for the plan pays for itself in control and speed.

Where it fits in the market

Think of the media stack in layers. At the bottom are the channels and buying platforms. At the top are analytics and attribution. Camphouse claims the middle - media operations - and argues that whoever owns the plan owns the context everything else depends on. It is a patient category bet: less flashy than adtech, harder to rip out once installed.