Measured Unveils Incremental Ad Performance Platform

Austin, Texas-based Measured has launched a platform promising marketers the ability to view incremental ad performance across all paid media platforms, in one place, without the need to track users across the web.

Measured makes use of machine learning and data science to help marketers manage, test, plan and optimize a full-funnel media portfolio. The firm, which was established in 2017 and formally launched two years later as a 'cross-channel incrementality measurement and decisioning' platform, says the new platform 'solves advertising's walled garden problem and completely overhauls the industry's current approach to measurement'.

Measured says current methods rely on 'correlation', not causal measurement - they assume a link between an individual seeing an ad and making a purchase, even though a purchase may have occurred anyway - this makes such attribution 'a misleading or even reckless guide for marketers' media investments'. The new platform boasts three main features differentiating it from this:

• Advanced, automated geo-testing, allowing clients to design and activate 'sophisticated' incrementality experiments in minutes, 'in a few clicks'
• Comprehensive methodology with automated triangulation - combining automated incrementality experimentation, agile mix modeling and platform attribution, to measure media performance down to the sub-campaign level
• Complete end-to-end automation to help marketing teams manage, test, plan, and optimize a full-funnel media portfolio with ease and precision.

Users can also benchmark their performance to other brands in their industries or with similar makeups to identify other growth opportunities.

CEO and co-founder Trevor Testwuide (pictured) says of the launch: 'As advertising spending hits over $1 trillion globally, marketers are overwhelmed by the inaccurate, disjointed measurement data flowing from their campaigns. Media experimentation is no longer a nice to have resource to understand media spend's effectiveness - it's a need to have to compete. We're excited to launch a new platform that provides marketers with a full view of their spend, outcomes, and the resources needed for that experimentation, and we're energized by the platform's early results that are empowering marketers to deliver on their desired goals'.

Web site: www.measured.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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