Third Shift and Moratuwa University research recognised at ISBM World Conference – Bangkok, Thailand

INDEPENDENT media agency Third Shift Media, together with the University of Moratuwa, has received international recognition after presenting four research papers at the ISBM World Conference, Bangkok, Thailand September 2025.

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The studies explored how artificial intelligence and decision science can be applied to improve the way media planning is done. Since its founding in 2017, Third Shift has believed that media planners should do more than just number-crunching.

They should be free to think creatively, focus on consumers, and drive meaningful campaign impact. This vision was reflected in the collaborative research, which tackled challenges such as media mix efficiency, campaign scheduling, and linking advertising to real sales performance. The papers introduced models using machine learning and genetic algorithms, multi-criteria decision analysis (Fuzzy AHP) frameworks, predictive sales modelling with XGBoost, and TV scheduling optimisation with mathematical programming.

Student contributions