TABLE OF CONTENTS

• 1. Overview
• 2. Historical Carryover Option in Simulator Baseline
• 3. Apply the Same Constraint Across All Sub‑Dimensions

1. Overview

This release introduces enhancements to the Simulator and Optimiser to improve long‑term modelling accuracy and simplify constraint configuration. Users can now include historical carryover effects in Simulator baselines and apply constraints consistently across multiple sub‑dimensions with a single action. In addition, several issues across Optimisation, Media Insights, and Activities have been resolved to improve reliability, clarity, and data correctness.

2. Historical Carryover Option in Simulator Baseline

What it is

The Historical Carryover option enables historical media spend effects to influence Simulator outputs. When enabled, the Simulator baseline and scenario results account for the lingering impact of past spends, rather than relying only on the spends defined within the simulation window.

This feature applies to long-term models and affects both baseline and scenario simulations.

Why it exists
Previously, Simulator outputs were calculated using only the spends defined for the simulation period, which could result in outputs that did not fully reflect real-world conditions. Media effects often persist beyond the original spend period, and excluding these effects could lead to unrealistic or understated results.

This feature ensures Simulator outputs are:

• More realistic and pragmatic

• Better aligned with expected real-world performance

• Considerate of historical investments already made

What it does
When the Historical Carryover toggle is enabled:

• The system appends historical spend data to the simulation input before running calculations.

• Effects generated by these historical spends are carried forward into the simulation time window.

• The Simulator input remains unchanged from a user perspective, except for a flag that enables or disables historical carryover.

Handling gaps between modelling and simulation periods
If there is a time gap between the end of the modelling period and the start of the simulation window, this gap is automatically populated using historical spend data from the previous year.

Example:
If a model’s modelling period ends in H2 2024 and a simulation is run for H2 2025, the input data is constructed as follows:

• Historical spends: H1 2024, H2 2024

• Gap period: H1 2025 (populated using H1 2024 spends)

• Simulation spends: H2 2025

Resulting input structure:

[Historical spends] – [Gap period] – [Simulation spends]  
[H1 2024, H2 2024] – [H1 2024] – [H2 2025]


This ensures continuity of effects even when simulation periods do not immediately follow the modelling window.

Why this matters

• Produces more credible and context-aware Simulator baselines

• Improves interpretation of simulated outcomes

• Better reflects the cumulative impact of historical media activity

Limitations / Caveats

• For gap periods, historical spends are populated using year-back data.

• Results may differ from earlier simulations where only the simulation-period spends were considered.

Users can now choose whether to include historical carryover effects when viewing Simulator baselines for long‑term models.

When enabled, the Simulator baseline incorporates long‑term historical effects generated by AI, providing additional context for interpreting simulation outcomes.

How to Access it: 

Please check with the Admin to enable it for you

What this means for you

• More realistic Simulator baselines for long‑term models
• Clear visibility into historical effects influencing current simulations
• Improved interpretation of long‑term outcomes

Applies to: Long‑Term models only and Non‑long‑term models are not affected.

3. Apply the Same Constraint Across All Sub‑Dimensions

The Optimiser now allows users to apply the same constraint values across all UIDs within a selected dimension using a single toggle.

This removes the need to manually configure constraints for each individual sub‑dimension.

How to

1. Navigate to Predictions → Constraint Management.
2. Click Add Constraint.
3. Select the required dimension from the drop‑down list.
4. Click Add Values to load the sub‑dimensions.
5. Enter the required minimum and/or maximum values.
   
6. Enable Apply the same constraints to each sub‑dimension, if needed.
7. Click Add Constraint to save.

What this means for you

• Faster and simpler constraint configuration
• Consistent constraint values across all sub‑dimensions
• Reduced risk of manual configuration errors

Things to know:

• This is a UI‑level enhancement only.
• Optimisation logic and results remain unchanged.