On Device Rolls Out Brand Lift Data API

On Device has launched an API for its brand lift data, promising clients direct access to data connecting advertising exposure with verified brand outcomes.

On Device provides cross-media brand lift measurement to advertisers, planners and publishers, helping them to enhance future campaigns and optimise their media investment. The company was established in 2009 by former M:Metrics execs Alistair Hill (pictured) and Tim Cleminson.

The firm says the new solution is an antidote to systems providing 'aggregated reports or dashboards hiding behind opaque methodologies.' Brand Lift Data API delivers log-level, 'context-rich' data linking individual Brand Lift survey responses to the specific ad impressions that influenced them. The API delivers the data directly into clients' systems including tools for marketing mix modelling, planning, ad targeting, creative optimization and measurement frameworks, allowing for a high degree of customization.

On Device says the public launch follows closed beta testing among its existing partners, including contextual ad tech company GumGum, which has integrated the API capabilities through its Attention Lift advertising solution - this allows it to correlate verified attention metrics directly with log-level shifts in brand outcomes, including awareness, familiarity and purchase intent.

CEO Hill comments: 'For data to be useful for organisations, trust in its quality is essential. That's why, with API-ready data, our goal is to bring the highest quality Brand Lift directly to the systems that power advertising decisions. Our partners can use that data in ways that are most relevant to their business, whether that's powering new measurement models, improving advertising products or enabling AI to uncover deeper insights.'

Web site: www.on-device.com .

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