Measured, the industry leader in growth measurement, announces the launch of a new technology to solve the problem of the walled garden of advertising and completely overhaul the current approach to the measurement of the industry. Currently, marketers are left to guess at the value of their advertising spending, relying on data provided by media platforms that are often misreported. For the first time, marketers have a consolidated platform to see the incremental performance of ads across all paid media platforms without the need to track users across the web. The result: the ability for brands to gauge the true impact and value of their ad spend across all channels and maximize advertising effectiveness, bridging the gap between marketing and finance.
The advertising landscape has shifted considerably toward Measured’s privacy-centric approach since the company first launched in 2017. As privacy regulations increase, user-level media measurement identifiers, as cookies, mobile advertising IDs, and log files have vanished, presenting marketers with a diminished ability to reliably track the user’s path of average Internet exposure. Most media measurement methods today do not measure incremental impact because they rely on correlation, not causal measurement. Just because a user sees an ad before buying the product doesn’t mean the ad actually caused the purchase—the sale may have happened anyway. This makes the data reported by ad platforms that use correlation-based attribution—typically last touch or last click—a misleading or even reckless guide to marketers’ media investments.
Measured’s new platform is here to change that by providing marketers with a fully functional media measurement solution based on true, causal and incremental measurement. Backed by AI, machine learning and data science technologies, the new platform consists of three main differentiators:
- Advanced and Automated Geotest: An industry first, customers can design, plan and activate sophisticated incremental experiments in minutes. Geo-testing is the most accurate way to measure media effectiveness. Marketers typically spent weeks on the historically complicated, slow and expensive process of geo-testing – now it’s as easy as a few clicks to run. Measured’s geo-testing capabilities enable brands to design optimal testing that significantly reduces enterprise risk. The platform’s market selection method requires less than 10% of the country for holdout experiments by automatically running more than 100,000 market simulations for each test to find the smallest and most accurate market. With this new application, Measured is able to support advanced test use cases such as scaling experiments for low-volume channels, new vs. existing customer sales, and digital vs. offline incrementality.
- Complete methodology with automated triangulation: The platform combines automated incremental experimentation, agile mix modeling and platform attribution, providing marketers with an integrated solution that measures the full portfolio of media performance down to the sub-campaign level. The methodology is completely based on causation, not correlation, to achieve complete measurement and optimization.
- End-to-end incremental workflow: The platform is built with complete end-to-end automation to help marketing teams manage, test, plan and optimize a full-funnel media portfolio with ease and precision. Brands with established analytics practices can also seamlessly integrate data and insights from Measured’s technology into their existing applications.
Measured has run more than 25,000 incrementality tests, implemented experiments to automate this process, and currently helps clients like Vuori, Bed Bath & Beyond, and Foot Locker optimize more than $20 billion in ad spend.
“As ad spending reaches more than $1 trillion worldwide, marketers are overwhelmed by inaccurate and disjointed measurement data flowing from their campaigns,” said Trevor Testwuide, CEO and co-founder of Measured. “The media experience is no longer just a resource to understand the effectiveness of media spending – it is necessary to have the competition. We are excited to launch a new platform that provides marketers with a complete view of their expenditure, the results and the resources needed for this experiment, and we are energized by the first results of the platform that enable marketers to deliver their desired goals.”
“Measured has been integral in unlocking our full measurement capabilities and helping to answer complex media efficiency questions with their geo-test capabilities. I have always been impressed by the sophistication of their model and willingness to customize for our exact business needs,” said BumSoo Kim, VP of Growth, Ruggable, recently appointed.
In addition to these new capabilities, customers can benchmark their performance against other brands in their industries or with similar tricks to identify other growth opportunities.
