Blueprint was born out of a need for better management of advertising. As an award winning, Washington DC-based digital native agency, Model B managed media for many clients at the same time, each having a distinct end goal in mind. Translating these goals into performance dashboards using Tableau, Datorama, Google Data Studio, PowerBI, Super Metrics, and a host of other tools was only partially successful. There were data problems, dashboard limitations, and client questions they wrestled with. Abtin set out to design a better solution for addressing this problem, which led to the original version of Blueprint.