Measurement Archives | AdExchanger

Predictive Analysis And Performance Go Hand In Hand

Alyssa Boyle — Mon, 27 Apr 2026 13:00:34 +0000

Nielsen announced a new outcomes-based measurement capability called Predictive Sales Lift. The feature is designed to help media buyers predict sales lift and incremental revenue for video ad campaigns they run via the company’s comprehensive measurement platform, Nielsen One Ads.

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Liquid Death Lets Incrementality Decide What Tactics To Kill And What To Keep

Allison Schiff — Wed, 08 Apr 2026 05:00:53 +0000

Liquid Death is known for its irreverent branding and provocative slogans, such as “murder your thirst” and “death to plastic.” Its campaigns also lean into that over‑the‑top vibe. A couple of years ago, the heavy-metal-inspired canned water brand collaborated with Burton to create deliberately dangerous flat snowboards and dared professional snowboarders to ride them and […]

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Northbeam Adds The Third Leg Of The Attribution Stool With Incrementality Testing

James Hercher — Tue, 07 Apr 2026 17:21:15 +0000

No single ad measurement methodology works well anymore for brands with multiple points of sale. That is why attribution startups and consultants use phrases like “triangulation” to refer to a patchwork approach between multitouch attribution (MTA), marketing mix modeling (MMM) and incrementality testing. For the attribution and analytics company Northbeam, which released a new incrementality […]

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Boathouse’s New Chief Strategy Officer Says It’s Time For Agencies To Take The Reins Of Measurement

Joanna Gerber — Fri, 03 Apr 2026 06:00:05 +0000

Sonia Chung, Boathouse's new CMO, wants to help the agency (and the industry at large) take full advantage of its data.

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Jones Road Beauty Is Using A New Type Of MMM To Reset Its Media Measurement

Allison Schiff — Wed, 01 Apr 2026 17:00:53 +0000

Cody Plofker, CEO of cosmetics brand Jones Road Beauty, doesn’t mind when a test he’s running proves that a certain channel isn’t working. In fact, he’s pleased. “You almost want to find out that something doesn’t work,” he said, “because then it’s like, all right, cool, now I know what I can optimize.” That’s not how […]

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Smartly Is Planning To Acquire INCRMNTAL Within The Next Few Weeks

Allison Schiff — Tue, 17 Mar 2026 18:17:55 +0000

Last-click attribution isn’t dead yet, but Smartly is making moves like it knows how this movie ends. On Tuesday, Smartly announced that it signed a letter of intent to acquire INCRMNTAL, an incrementality measurement startup founded in Tel Aviv in 2019 that focuses on causal lift rather than user-level tracking. Smartly, which started life as […]

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MMM Platform Mutinex Brings On TransUnion’s Mike Finnerty To Head Its US Business

Allison Schiff — Fri, 13 Mar 2026 10:00:16 +0000

If you want to know which way the wind is blowing in ad measurement, follow the people changing jobs. On Wednesday, marketing mix modeling (MMM) platform Mutinex announced that Mike Finnerty is leaving TransUnion to become its US president and lead the company’s expansion stateside. Finnerty spent more than four years as SVP of marketing […]

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TV Media Buyers Want Outcomes – So Nielsen Is Introducing More Advanced Audiences

Alyssa Boyle — Wed, 25 Feb 2026 14:00:06 +0000

Nielsen added more than 200 advanced audience segments in Nielsen ONE, its cross-platform analytics dashboard. The segments come from Nielsen’s consumer insights arm, Scarborough, which is a local analytics database that helps media sellers and buyers better compare local, national and streaming TV campaigns.

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The IAB Formalizes Its Measurement Initiatives Under Its New ‘Project Eidos’

James Hercher — Mon, 02 Feb 2026 17:23:15 +0000

For online advertisers, managing campaigns these days can feel like flying blind in a black box. No wonder ad buyers are so willing to hand the keys off to AI copilots and bots. And little wonder, too, that the IAB unveiled its Project Eidos on Monday, a new program uniting its numerous measurement initiatives under […]

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A Jury Orders EDO To Pay $18.3 Million To iSpot Over Data Misuse

Alyssa Boyle — Tue, 20 Jan 2026 15:00:24 +0000

A jury in California awarded $18.3 million to video measurement firm iSpot to resolve its lawsuit against EDO, a measurement company co-founded by actor Ed Norton.

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