illumin and Cint Bring Real-Time Brand Measurement to Programmatic Advertising

illumin and Cint are teaming up with a focus on revolutionizing the way brands are analyzed and optimized within programmatic advertising campaigns. By incorporating Cint’s self-service solution for measuring brand lift directly into illumin’s platform, brands will be able to initiate brand analysis much quicker, and receive their insights almost instantaneously in minutes instead of waiting for weeks after the completion of their campaigns. With this partnership, advertisers will have the ability to monitor brand lift metrics, including brand awareness, ad recall, and purchase intention during the course of their campaigns.

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The initiative seeks to tackle one of the pressing issues in the industry, wherein the commonly used KPIs such as CPC, CPA, and ROAS tend to miss the mark in gauging the actual effect of advertising on the perception of the consumers and their decisions. By integrating measurements into campaign processes, the goal is to enable marketers to connect what they do in terms of implementing campaigns to concrete insights that can be extracted from these efforts. This collaboration highlights the changing trends in the advertising technology landscape towards the use of AI for optimization, continuous measurement, and privacy-first performance analytics.

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