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Measured Solves Advertising's Walled Garden ProblemMeasured, the industry leader in incrementality measurement, is announcing the launch of new technology to solve advertising's walled garden problem and completely overhaul the industry's current approach to measurement. Currently, marketers are left to hypothesize about the value of their advertising spend, relying on data provided by media platforms that is frequently misreported. For the first time, marketers have a consolidated platform to view incremental ad performance across all paid media platforms without the need to track users across the web. The result: brands' ability 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 towards Measured's privacy-centric approach since the company first launched in 2017. As privacy regulations increased, user-level media measurement identifiers such as cookies, mobile advertising IDs, and log files vanished, presenting marketers with decreased ability to reliably track a user's path of media exposure across the internet. Most media measurement methods today do not measure incremental impact because they rely on correlation, not causal measurement. Just because a user sees an advertisement before purchasing the product doesn't mean the advertisement actually caused the purchase - the sale may have happened anyway. This makes reported data from advertising platforms using correlation-based attribution - typically last-touch or last-click - a misleading or even reckless guide for marketers' media investments. Measured's new platform is here to change that by providing marketers with a complete functional solution to media measurement based on truthful, causal, incrementality measurement. Backed by AI, machine learning, and data science technology, the new platform consists of three main differentiatos:
Measured has run over 25,000 incrementality tests, deploying experiments to automate this process, and is currently helping customers like Vuori, Bed Bath & Beyond, and Foot Locker optimize over $20 billion in advertising spend. "As advertising spending hits over $1 trillion globally, marketers are overwhelmed by the inaccurate, disjointed measurement data flowing from their campaigns," said Trevor Testwuide, CEO and co-founder of Measured. "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." "Measured has been integral in unlocking our full measurement capabilities and helping us answer complex media efficiency questions with their geo-testing capabilities. I have always been impressed by the sophistication of their model and willingness to customize for our exact business needs," said BumSoo Kim, recently departed VP of Growth, Ruggable. In addition to these new capabilities, customers can benchmark their performance to other brands in their industries or with similar makeups to identify other growth opportunities. To learn more about Measured's new technology, view the 2024 Keynote here.
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