Measured is giving advertisers a new way to determine whether their ads are actually working.
Many of those advertisers currently rely on multi-touch attribution, an approach designed to measure how each channel and each ad contributed to a purchase decision. In fact, that’s what Measured CEO Trevor Testwuide offered at his last startup, Conversion Logic.
But Testwuide (who co-founded Measured with CTO Madan Bharadwaj) said this approach has serious limitations, particularly when it comes to measuring channels like Facebook, as well as offline channels like direct mail.
“I would say that multi touch attribution, for nine out of the 10 brands that we see, is a fool’s errand because it measures such a small percentage of media,” he said.
Instead, Measured employs what it…