Universal Ads, the platform that enables brands of all sizes to seamlessly create and purchase commercials across premium video, has announced a strategic partnership with Measured, a leader in incrementality-based measurement and optimization. This collaboration empowers advertisers using Universal Ads to gain deeper performance insights and refine their media strategies through Measured’s advanced technology platform.
Driving Smarter Media Investments with Incrementality Insights
For brands looking to maximize their media efficiency across multiple channels, Measured plays a crucial role in helping marketers determine the true impact of their advertising spend. By eliminating wasted investment, scaling successful strategies, and driving meaningful business growth, Measured enables advertisers to optimize their media mix effectively. Through this partnership, brands leveraging Universal Ads can apply these insights to fine-tune their campaign investments and achieve stronger performance outcomes.
“When we conceived Universal Ads, we had two main goals,” says James Grant, General Manager at Universal Ads. “We wanted to make TV advertising easy, and we wanted to prove its effectiveness. By providing advertisers with the objective, third-party incremental measurement available from Measured, premium video advertising can finally get the credit it deserves for delivering on brands’ biggest goals.”
“This collaboration underscores Measured’s position as the trusted measurement platform for top brands and agencies globally,” says Will Post, VP of Growth at Measured. “By working closely with Universal Ads, we are furthering our mission to provide the most advanced incrementality measurement and optimization solutions across all channels, redefining the modern measurement playbook for all advertisers.”
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Bringing Data-Driven Insights to TV Advertising
Universal Ads is transforming TV advertising by making it as accessible and user-friendly as social media while ensuring that brands and agencies gain data-driven insights into the performance of their premium video investments.
Traditional last-click attribution models often misattribute conversions away from TV advertising. Measured overcomes this limitation by leveraging a science-backed, data-driven approach to attribution and optimization. With Measured’s insights, brands can ensure their media dollars are delivering incremental, verifiable results across premium video inventory.
“Measuring the impact of our TV ad spend has always been way harder than social,” says Grant Cohen, CMO of Victory Snacks. “Universal Ads is changing that—making TV advertising not just easy to run but also showing us exactly how it’s driving incremental sales, which is a huge win for us.”
By integrating Measured’s cutting-edge measurement capabilities, Universal Ads continues to elevate the effectiveness of premium video advertising, helping brands make more informed investment decisions and drive greater ROI.