Fospha's May Product Debrief: faster to use, broader in coverage, and more flexible for complex businesses

In May, Fospha launched Ask Fospha AI - a conversational layer that lets teams ask performance questions in plain language and get answers grounded in Fospha's independently modeled, daily-refreshed measurement, inside the platform and inside AI tools like Claude and ChatGPT via MCP. New connectors for Vibe.co and ShopMy bring streaming TV and creator commerce into the same unified view as paid social and search. Custom Dimensions (coming soon) lets enterprise brands apply their own business taxonomy across every dashboard, export, and API call, set once by an org admin.

In April, Fospha expanded what the Measurement Operating System could see. GMV Max Halo brought the full cross-channel return on TikTok commerce into view. Benchmarking showed how your spend stacks up against hundreds of top-performing peers. And Fospha MCP put that trusted measurement directly inside the AI tools teams were already working in.

May builds on all three. The Measurement Operating System now speaks - answering performance questions directly inside the platform and inside your AI workflows. It covers more channels, with streaming TV and creator commerce sitting alongside paid social and search in the same unified view. And for enterprise brands, it fits the way your business is structured, not the other way around.

That is what May's three releases add up to.

Ask. Answer. Act.

Marketers spend more time gathering and translating data than acting on it. Questions get routed to analysts. Reports get prepared and circulated. Decisions get delayed. And when AI agents enter the picture, most of them run on platform-reported numbers produced by the channels with a stake in the outcome - not on independent measurement your team can trust.

Ask Fospha AI, Fospha's built-in marketing strategist, addresses both problems. It is a conversational layer inside the Fospha platform that lets you ask a performance question in plain language and get an answer grounded in Fospha's independently modeled, daily-refreshed measurement. The same data your team already uses to make budget decisions. No switching views. No knowing where to look. A CMO gets a performance summary without opening a dashboard. A channel manager gets a directional read in seconds and opens the relevant Fospha view to go deeper before moving budget.

For teams building AI workflows, the reach goes further. Via Fospha MCP - the integration that connects Fospha's measurement directly into AI tools - your agents and workflows run on Fospha's independent data rather than platform-reported numbers. Measurement travels to wherever decisions get made, refreshed every day, without anyone carrying it there manually.

The measurement system now meets your team where they work. Ask it a question. Get a trusted answer. Act on it before the data decays.

If you are spending on it, you should be able to measure it

The brands growing fastest right now are spreading spend across more channels than ever. Streaming TV and creator commerce have moved from experimental to material - real budget, real return expectations. But both have traditionally lived outside the platforms marketers use for daily reporting, making it nearly impossible to compare their contribution against paid social or search in any meaningful way.

Every channel outside the core measurement stack creates the same problem: spend that shows up in the budget but cannot be evaluated on equal terms. Without that comparison, channel mix conversations are hard to resolve with confidence. Upper funnel and creator-led channels get undervalued not because they do not perform, but because the number to defend them does not exist in the same view as everything else.

Two new connectors close two more of those gaps.

Vibe.co, one of the fastest-growing platforms for streaming TV advertising now flows directly into Fospha's always-on Media Mix Model. Campaigns are measured on the same methodology as every other channel, updated every 24 hours. Vibe.co spenders asked for this directly.

ShopMy, a platform for creator and affiliate commerce, works the same way. Creator commerce is one of the fastest-growing acquisition channels in DTC and one of the hardest to put on equal footing with traditional paid media. Brands including Medik8 helped build this connector because the comparison they needed was straightforward: creator spend measured alongside everything else, not evaluated in isolation.

One view. Every channel your budget is going into. No workarounds.

[Coming next week] Customized for how your business is actually structured

Every brand is structured differently, with its own naming conventions and product types. The result is that you spend a significant amount of time every reporting cycle doing the same thing: exporting data, restructuring it, and spending more time explaining what everything means than highlighting the wins of the week. Export, restructure, explain, repeat.The fix is simpler than it sounds: reports that speak your business's language, not your attribution tool's.

Custom channel groups let you organize channels the way your business actually thinks about them. Affiliates under influencers, all paid social in one place, funnel stage or product type as the organizing logic. And when different teams need to read performance their way, custom dimensions let you group campaigns, sources, or channels into categories that mean something to them. No more blank looks at titles like Paid Search Genetic Brand. No coding or technical setup required.

Your underlying data stays exactly as it is. Custom dimensions only change how reports look, which means finance, leadership, and channel teams can all read the same numbers in a way that makes sense to them, without anyone needing a decoder ring.

One direction

Three releases. One platform moving in the same direction.

Ask Fospha AI means the measurement system answers back - putting trusted, independent data directly in front of whoever needs it, inside the platform or inside the AI tools they are already using. The Vibe.co and ShopMy connectors mean more of the channels your budget is going into are visible in the same unified view, evaluated on equal terms. Custom Dimensions means that view is organized the way your organization evaluates performance, not a generic taxonomy that needs rebuilding every reporting cycle.

The Measurement Operating System keeps getting better. May's releases are three ways that improvement compounds.

Book a demo to see what this looks like for your brand.

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