Observed Signal · Oct 6, 2026 · Product Launch · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
On Device Research Launches Brand Lift Data API
On Device Research, a mobile research company, has launched a Brand Lift Data API designed to measure brand lift in the 'outcomes era'. The API enables advertisers to integrate brand lift measurement directly into their data workflows, moving beyond traditional survey-based methods. It provides real-time, privacy-compliant brand lift insights by leveraging device data. The launch reflects a broader industry trend towards more direct, data-driven measurement solutions that align with performance marketing goals, offering a more agile and granular approach to understanding advertising effectiveness.
The launch introduces a new API for brand lift measurement, which could influence how advertisers measure campaign effectiveness in a privacy-conscious environment, relevant for Martech and AdTech.
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Key Takeaways & Evidence Grounding
- On Device Research launched a Brand Lift Data API.
- The API enables direct integration of brand lift measurement into data workflows.
- It provides real-time, privacy-compliant brand lift insights.
- The launch targets the 'outcomes era' in advertising measurement.
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Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Index Exchange, On Device Partner for Brand Lift Measurement
On Device, a provider of brand lift measurement solutions, has announced a partnership with Index Exchange to make independent brand lift studies available through Index Marketplaces. The collaboration designates On Device as an approved third-party brand lift measurement provider in EMEA and APAC, allowing Index customers to commission studies that measure campaign effectiveness. The integration offers a streamlined buying experience for advertisers and agencies, enhancing access to verified insights on brand outcomes. The partnership underscores growing demand for transparent, independent measurement in the advertising industry.
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.
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.
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