Observed Signal · Sep 14, 2026 · Market Signal · Source: Refinery89 · Impact: 3.5/5
Refinery89 Collaborates with Brand Metrics to Power Brand Growth Through Brandformance
Refinery89 announces a new partnership with Brand Metrics, focusing on brand growth through 'Brandformance'.
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Refinery89 Collaborates with Brand Metrics to Power Brand Growth Through Brandformance
New blog post announced: Refinery89 Collaborates with Brand Metrics to Power Brand Growth Through Brandformance, published 14/09/2026.
Refinery89 Integrates Brand Metrics Measurement
Refinery89, a publisher-focused adtech company, has integrated Brand Metrics' brand lift measurement technology into its platform. This enables advertisers and agencies to track mid-funnel impact on brand awareness, consideration, preference, and purchase intent during live campaigns. The integration supplements Refinery89's existing targeting and performance data capabilities within its publisher network. Results are available during the campaign, allowing for adjustments to creatives, messaging, or targeting. Refinery89 launched its 'Brandformance' solution in 2025, combining branding and performance goals. The partnership is already active and being rolled out in Europe and Latin America.
Brandformance Returns: Brand Health Metrics Resurge
A Digiday Podcast episode and accompanying coverage highlight a renewed industry focus on brand health metrics as marketers seek to blend brand and performance approaches ('brandformance'). Advances in measurement tools, wider access to media-mix modeling, and pressure from large language models (LLMs) to manage brand presence have driven interest in metrics like brand lift alongside ROAS and CPA. Speakers include Tim Peterson (Digiday), Kevin Goodwin (New Engen) and Kelly Ballou (Designer Brands Inc), who described DSW/DBI’s biannual brand-health tracker. Publishers also report retraining sales teams to sell brand awareness again after a performance-heavy period following the e-commerce boom.
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