Every now and then we like to highlight a new IAB Australia member that we think our community will find interesting. Today we meet Mortar AI. Written by Naveen Angaru, General Manager, Commercial Product and Partnerships.
Please give us some historical background to the company:
Mortar AI started as a customer data platform (CDP) designed to help marketers and agencies unify fragmented data sources into a single, unified customer view. The vision was ambitious yet straightforward: to break down silos between media, CRM, and commerce data, enabling brands to understand better and engage their audiences in real-time.
As adoption grew, it became clear that organisations needed more than just data unification — they needed the ability to prove and predict the impact of marketing on business outcomes. Building on its CDP foundation, Mortar evolved into a broader measurement and intelligence platform, launching three core solutions:
Mortar MMM – always-on marketing mix modelling that links spend directly to ROI, profitability, and growth.
Helix – extending the CDP into an activation layer, enabling advanced segmentation and cross-channel deployment.
Mortar Data Solutions (DS) – access to rich third-party and syndicated datasets through the Mortar Portal.
Today, Mortar has grown into a complete marketing measurement and decisioning platform. By combining CDP capabilities with predictive MMM and data enrichment, we provide agencies, marketers, and business leaders with the clarity, confidence, and control to make informed investment decisions.
Tell us a little bit about your company's mission and vision?
Our mission is to help businesses make smarter marketing and investment decisions by turning fragmented data into measurable, predictive, and actionable insights.
We exist to give marketers, agencies, and business leaders the clarity and confidence they need to prove ROI, unlock growth, and build trust across the organisation.
Our values:
1. Clarity over complexity – stripping away jargon and platform bias, delivering insights that CFOs and CMOs alike can trust.
2. Evidence before assumption – every decision backed by data, not guesswork.
3. Always-on innovation – evolving continuously to address challenges in privacy, measurement, and growth.
4. Partnership and transparency – collaborating openly with agencies, brands, and data providers.
5. Growth with responsibility – ensuring marketing spend drives measurable business outcomes such as revenue, profit, and shareholder value.
Do you have a particular 'hero product' that you are most proud of?
Our hero product is Helix — an AI strategist for campaign research & planning.
Instead of spending weeks building media plans, Helix creates full strategies in minutes. You set the goal, and it recommends the channel mix, budget split, timing, and forecast — all backed by data and trained on thousands of fundamental strategies.
It eliminates bottlenecks in planning, allowing marketers to focus more on creativity, and ensures every campaign begins with a proven blueprint.
For us, it’s about making strategy faster, smarter, and more consistent — so marketers can do more with less.
What area of digital do you personally work in and how do you hope to enhance this within your business?
My focus is on connecting product, partnerships, and client success so they work together as one strategy.
At Mortar, that means shaping our products around real market needs, supporting clients to get value every day, and building partnerships that create new opportunities.
Please tell us what, as a child, you wanted to be 'when you grew up'?
As a child, I dreamed of being a fighter pilot. Over time, I realised my real passion was in technology, learning new tools and figuring out how they could solve real-world problems. That curiosity has stayed with me, and today I see myself as a technologist at heart.