New Funds for Incremental Media Analyst Measured

US-based Measured, which helps brands identify media's incremental contribution to business outcomes, has raised $21m in a new round of investment. The firm plans to use the funds to support further innovation, as user-level tracking restrictions increase.

Launched out of stealth in 2019, Measured provides a measurement platform to help direct-to-consumer brands with their media investment decisions. The platform conducts media-buying experiments by segmenting the advertiser's unique prospecting, remarketing and house file audiences into test and control groups, in a style similar to that used by the likes of Amazon, Google and Facebook for testing ideas and making decisions.

According to the firm, this can provide new customers with full-portfolio incrementality reporting in just two weeks, by connecting directly to all of the brand's available data sources and applying proprietary insights from its own incrementality index, informed by data from thousands of experiments.

New funding comes from early growth investor Telescope Partners. Trevor Testwuide (pictured), CEO and co-founder of Measured, comments: 'Incrementality experimentation delivered by a neutral party can bring much needed stability to brands reeling from the latest privacy changes. Telescope's thoughtful approach and success rate building high-performing software companies makes them the ideal partner to help Measured accomplish that vision'.

Web site: www.measured.com .