In-Flight Outcomes Added to Cint's Lucid Measurement

Cint has enhanced its Lucid Measurement service with the addition of in-flight campaign outcomes measurement, linking brand lift to real business results.

The upgraded offering uses exposed / control methodology and behavioral transaction data from data partner Affinity Solutions, and has been in closed beta testing with clients including Big Happy, Cognitiv, Roblox, Teads, TripleLift, LG Ads and WunderKIND Ads - it's now being opened up for more general testing in the US. Advertisers can use it to connect ad exposure with sales lift and view behavioral insights alongside brand lift metrics, for a more complete view of how campaigns influence both consumer attitudes and downstream behavior.

Cint SVP of Measurement Laura Manning (pictured) comments: 'Outcomes has become one of the most important conversations in advertising, but the term can mean many different things depending on the marketer, platform, or campaign. The bigger challenge is that brand lift and sales lift have historically been measured in separate workflows, often after a campaign is already over. By bringing those signals together in Lucid Measurement while media is still in flight, we are helping advertisers understand not only whether a campaign changed perception, but whether it influenced action.'

The firm is online at www.cint.com .