Kochava vs Measured

Kochava Cost Data Recovery Plugs Holes in Your Ad Spend Data

New cost data backfill enhancements improve veracity of ad spend data.

Kochava Unveils Creative Services Workspaces on StationOne, Featuring Leading Partners Higgsfield, Luma, and Spaceback by Rembrand

Kochava announces the launch of Creative Services Workspaces on StationOne, with partners Higgsfield, Luma, and Spaceback by Rembrand.

Kochava Unveils Creative Services Workspaces on StationOne, Featuring Leading Partners Higgsfield, Luma, and Spaceback by Rembrand

Kochava Unveils Creative Services Workspaces on StationOne, Featuring Leading Partners Higgsfield, Luma, and Spaceback by Rembrand

Brands Ignore Measurement; Incrementality Solves Attribution

Trevor Testwuide, CEO and co-founder of Measured, published a sponsored op-ed arguing that modern platform-reported attribution (last-touch and platform claims) systematically misallocates marketing budgets. The piece recommends incrementality testing—using exposed vs. matched control groups (holdout tests)—to measure true causal lift and avoid paying repeatedly for demand a brand already had. It notes that retail media networks, social commerce, AI-driven discovery, and marketplaces exacerbate attribution errors, and explains that adopting incrementality requires organizational changes (incentives, agency pushback, revised KPIs) but yields clearer budget allocation and growth-focused investment. The article was published on Modern Retail and sponsored by Measured on 2026-07-02.

• Article authored by Trevor Testwuide, CEO and co-founder of Measured; content is sponsored by Measured.
• The piece argues platform-reported last-touch attribution often misattributes credit and inflates perceived marketing ROI.
• It recommends incrementality testing (exposed group vs. matched control/holdout) to measure causal lift and avoid wasted spend.

Measured Study: Google AI Overviews Didn’t Hurt Search

Measured, an AI-powered marketing effectiveness platform, published an analysis of 139 brands showing that incremental revenue and orders rose after Google broadly rolled out its AI Overviews feature in September 2025. Measured found median incremental revenue increased 3.4% and median incremental orders increased 3.2% while overall ad spend stayed essentially flat. The study argues platform metrics like click-through rate can be misleading in AI-shaped search environments because AI Overviews may answer low-intent informational queries, concentrating higher-intent clicks that are likelier to convert. A subset of omnichannel brands that measured in-store impact saw larger gains: median retail incremental revenue grew 43.7%, incremental orders grew 22.5%, and iROAS rose from $1.35 to $1.47 across three months in Q1 2026. Measured’s CEO says advertisers who focused on incrementality rather than CTR benefited by maintaining spend during the rollout.

• Measured analyzed incrementality for 139 brands and published results in a June 30, 2026 release.
• Median incremental revenue rose 3.4% and median incremental orders rose 3.2% after Google rolled out AI Overviews in September 2025.
• For omnichannel brands measuring retail impact, median retail incremental revenue grew 43.7% and incremental orders grew 22.5%.