When Media Link Software® (MLS) launched in 2011, it wasn’t just another tech startup, it was a lifeline for agencies who needed a smarter, simpler,
and more transparent way to manage media buying. “Back then, there were really only two systems out there and neither could do everything I needed,” recalls Natalie Linville-Mass, Owner and Operator of Media Link Software. “One didn’t include outdoor or print, and the other didn’t remember anything you entered. I knew there had to be a better way.”
That “better way” became Media Link Software (MLS): a system built by a media buyer, for media buyers.
Overcoming the Challenges of Building Something New
The journey to develop MLS began in the middle of the 2008 financial crisis. “I was asking banks for loans while the whole system was collapsing,” Linville-Mass remembers. “Nobody was lending to small businesses. I had to piece together funding from city programs, regional commissions, and personal backing just to get it off the ground.”
Even with limited funding, she kept moving forward, working with web developer Arthur Brewer and two bright young mathematicians, Jake Glimco and Salil Kalghati, to build the software from the ground up. “It was literally the little system that could,” she says. “We worked with what we had, and it took longer than expected, but we finally launched in the fall of 2011.”
Our Proudest Achievement: A System That Works for People, Not Just Data
Fourteen years later, MLS has maintained a loyal following of agencies who value a system that’s straightforward and built on real-world experience. Linville-Mass says, “I’m really proud our clients rarely need to call for help. It tells us, this system is intuitive and makes sense. You can get in, do your work, and get out without needing a manual.”
It’s not just about usability. What truly sets MLS apart in this industry is trust. Each client has their own secure site and license, ensuring their data is completely protected. “I never wanted to bring developers in-house,” Linville-Mass explains.
“We don’t want agencies who work with us ever feel like they’re competing with us. Their information stays their own.”
What Makes Media Link Software Different
What makes this software stand apart, is it’s been developed by an advertising agency, so we know what’s needed in the media planning and buying process. “When you work with us, you’re talking to people who’ve lived media buying,” Linville-Mass says. “We know what it’s like to negotiate with reps, manage budgets, and handle last-minute changes. This kind of empathy is baked right into the software.”
While other systems are known for complexity, MLS is known for clarity. “We’ve built in every medium (TV, radio, digital, publications, cable, and out of home), so you can finally have everything in one place,” she says. “It’s not flashy, but it’s solid. It’s easy. It’s ours.”
Listening to Clients, Adapting Every Year
Client feedback has guided nearly every update since our launch. Our open line of communication with users is what’s helped the software evolve naturally over the years. “Our clients are the reason we have what we have today,” she explains. “Features like our dashboard came directly from conversations with them. We listen, we adjust, and we grow alongside them.”
Even more telling, the simplicity of the system has meant clients rarely need support once they’re trained. “When someone comes on board, we do two trainings,” Linville-Mass says. “After this initial training, they seldom have the need to call back. That’s huge. It tells us the system makes sense.”
Our client-first focus is also what kept MLS stable when competitors came and went. “A lot of systems popped up after us and disappeared,” she notes.
“We’re still here. Fourteen years strong, and still growing.”
A Message to Current and Future Clients
Media Link Software® continues to evolve as AI and new digital tools transform the marketing landscape. Natalie remains focused on the values which have guided our development from the start: honesty, transparency, and care. “Our promise is the same today as it was in 2011,” she says. “We’ll give you the tools you need to plan smarter, buy better, and see results clearly. We’ll never stop improving, and we’ll never forget who needs this software and why”.
Fourteen years later, we’re still improving, still listening, and still helping agencies work smarter. If you haven’t tried Media Link Software yet, now’s the perfect time to see what makes us different.