The news: The Trade Desk (TTD) integrated a solution from LoopMe that lets customers measure brand lift across multiple ad markets simultaneously. The integration will help brands gain a region-by-region view of how their global campaigns generate incremental upper-funnel impact, such as boosts to awareness and recall.

LoopMe Brand Lift is available within TTD’s Measurement Marketplace, where customers can book brand lift studies without needing to handle separate contracting or access additional platforms.

• It allows brands to run studies for audiences in more than 35 markets and 17 languages.
• The solution also caters to brands running smaller campaigns. The minimum impressions requirement to book a brand lift study is 1 million, far below the 3 million or 4 million minimum required by some vendors.
• Brand Lift offers reporting as early as 10 days after campaign launch and across demographics including age, gender, and device. It’s updated every 24 hours within customers’ TTD dashboards.

Why it matters: LoopMe’s Brand Lift can help address the patchwork of tools and best practices across regions and markets that prevent brands from gaining a holistic understanding of how their multi-market campaigns drive upper-funnel impact.

• Different locations use various methodologies to measure brand lift. For instance, vendors in the EU must comply with the region’s strict privacy laws when gathering consumer data, potentially clouding their ability to illustrate impact.
• Marketers running campaigns in smaller markets may also fall short of minimum budget or impressions requirements depending on the vendor.

A better understanding of brand lift is a goal worth pursuing considering 39% of US brand and agency marketers view brand lift as their most trusted metric when making budget decisions.