DISQO
DISQO is a advertising measurement and consumer insights platform for brands and agencies.
Analyst Perspective
DISQO is a US-based private software and insights company focused on advertising measurement, audience intelligence and managed research services. Its core platform links ad exposure to attitudinal and behavioural outcomes at person level across channels including linear TV, CTV, social and digital media. The company sells primarily to brands, agencies, performance marketers, analytics teams and research functions that need to evaluate media effectiveness, brand lift and lower-funnel outcomes. The business combines recurring software access with research and measurement engagements, and supplements this with API-based access to proprietary audience and measurement data. DISQO has also expanded its capabilities through acquisitions including Verto Analytics for cross-device measurement and Feedback Loop. Its value proposition centres on deterministic measurement, direct relationships with opted-in consumers and cross-channel reporting that helps customers optimise media and creative decisions.
Analyst Signal Briefing
Updated: 2 Jul 2026DISQO has formalised a measurement partnership with Warner Bros. Discovery, integrating its attribution capabilities into a new dashboard to link multi-channel campaigns to brand lift and sales. Simultaneously, the firm launched AI Search Lift to measure the incremental impact of advertising within large language models and AI discovery platforms. Complemented by the release of its 2026 Outcomes Report, these initiatives consolidate DISQO's focus on deterministic, cross-platform performance measurement and the evolving requirements of generative AI environments.
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Key insights about DISQO
Category Differentiation
DISQO is not a media buying platform, DSP or ad network. It is primarily a B2B measurement, audience insights and research platform used to assess advertising effectiveness.
DISQO: About
DISQO operates a B2B measurement and insights model built around a proprietary platform, audience data asset and research services layer. It creates value by capturing media exposure signals, connecting them to consumer attitudes and behaviours, and packaging those insights into dashboards, studies, reports and API outputs for enterprise marketing and research buyers. Revenue is generated from recurring software access, project-based measurement studies and managed research services, with API and data delivery extending the platform into client workflows and partner systems.
How DISQO Works & Monetises
Business model analysis and core revenue streams
DISQO primarily monetises through SaaS-style platform access for its measurement environment and related analytics products. It also earns project-based fees for campaign measurement studies such as brand lift and outcomes lift, with pricing likely tied to campaign scope, channels measured, study design and reporting complexity. Additional revenue comes from managed research services and API or data-delivery arrangements that license access to proprietary audience and measurement outputs.
Revenue Channels
Products & Services in Categories
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DISQO: Key Competitors & Alternatives
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Cross-screen TV measurement and audience intelligence platform.
Recent Signals (DISQO)
DISQO Launches AI Search Lift for AI Discovery
DISQO launched AI Search Lift, an outcomes-measurement product that quantifies the incremental effect of advertising inside large language models (LLMs) and AI-powered search/discovery environments. Built on DISQO’s consumer-consented, panel-based deterministic measurement, the product links verified ad exposure to permissioned consumer behavior and uses exposed/control methodology to measure whether advertising drives brand interactions inside AI discovery. DISQO ran an early beta in Q4 2025 and measured campaigns across five categories (automotive, insurance, beauty & personal care, CPG, and travel). Canvas Worldwide was an early partner. AI Search Lift is available now to DISQO customers and is positioned to complement AEO (answer engine optimization) and GEO (generative engine optimization) strategies by adding an outcomes layer.
Read original sourceBuyers Seek Outcomes, Flexibility in Upfront Marketplace
With upfront season underway, advertisers and agencies are prioritizing outcomes-based deals that can connect TV and streaming exposure to business results. Industry sources told Digiday that actual upfront contracts had not been finalized at press time; buyers want premium content to deliver measurable business impact, not just scale. Measurement gaps remain the primary barrier to outcomes deals, though industry participants expect AI and agentic tools to assist. Marketers are demanding flexibility amid economic uncertainty and softened budgets, with sports and live events retaining premium value. Legacy media are emphasizing streaming/CTV and sports to compete with Amazon and YouTube, while concerns over brand safety are driving reliance on established IP. OpenAP announced a partnership aiming to standardize linking TV ad exposure to business results, and Disqo published a 2026 Outcomes Report with consumer action metrics tied to TV ads.
Read original sourceWarner Bros. Discovery Pushes Performance Measurement
Warner Bros. Discovery (WBD) used its 2026 upfront to announce two measurement initiatives focused on outcomes and speed. WBD is joining an OpenAP-led initiative to standardize a conversion API (CAPI) that will enable advertisers to connect outcomes data to their first-party data across video campaigns and will include data from other TV publishers. WBD also unveiled an Always-On Measurement & Attribution Dashboard designed to accelerate reporting so buyers can optimize campaigns in flight by linking campaign data across linear, streaming and digital to outcomes like brand lift, site engagement and sales conversions. WBD named measurement partners such as VideoAmp, EDO, LoopMe and DISQO and emphasized that agentic AI features will assist but not replace human decision-making.
Read original sourceDISQO: Frequently Asked Questions
What is DISQO?
DISQO is a B2B advertising measurement and consumer insights company that helps brands and agencies measure how media exposure affects attitudes and behaviours across channels.
Who uses DISQO?
Brand marketers, advertising agencies, performance teams, research teams, analytics teams and some AdTech partners use DISQO’s platform, studies and API outputs.
How does DISQO make money?
DISQO makes money through recurring platform subscriptions, paid measurement studies, managed research services and API or data-delivery arrangements.
Company Facts
- Founded
- 2015
- Headquarters
- 400 N Brand Blvd, 6th Floor, Glendale, California 91203, US
- Core Segment
- AdTech Vendor
- Company Size
- 201–500
- Official Link
- disqo.com