Observed Signal · Oct 16, 2025 · Product Launch · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
Unlocking Brand Power: Measure What Matters in Advertising
An AdExchanger sponsored post by Armen Adjemian, CEO and Co-Founder of DISQO, argues that brand is the most powerful growth driver but remains the least measured signal in digital advertising. Citing that less than 10% of digital campaigns track brand outcomes, the piece advocates for closing the measurement gap. It announces DISQO’s Brand Movement initiative and the launch of a free, self-service brand-lift product for media companies to measure incremental brand lift across digital campaigns. The author contends that measuring both brand and performance can sharpen strategies, boost ad effectiveness, and drive greater brand investment, fueling an industry-wide flywheel of better measurement and stronger advertising results.
Launch of a free, self-service brand-lift product for media companies to measure incremental brand lift across digital campaigns; positions brand measurement as a central, industry-wide initiative.
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Key Takeaways & Evidence Grounding
- DISQO launched The Brand Movement to close the gap in brand measurement.
- DISQO announced a free, self-service brand-lift product for media companies to measure incremental brand lift across digital campaigns.
- Less than 10% of digital campaigns track brand outcomes.
- The post is sponsored by Armen Adjemian, CEO & Co-Founder of DISQO.
- The Brand Movement aims to enable measurement of incremental brand lift across digital campaigns and connect media to brand outcomes.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
Warner Bros. Discovery Expands CTV Supply With Pause Ads
Warner Bros. Discovery (WBD) is developing pause ads — including interactive shoppable pause ads — as a way to monetize 'dead air' on streaming services. WBD launched pause ads on HBO Max in 2022 and announced shoppable pause ads at upfronts in May; the company says pause ads create new ad inventory and can drive measurable engagement. Industry research cited in the article (DirecTV & Magna; Video Advertising Bureau) shows consumer receptivity and action after pause ads, but buyers are waiting for programmatic standardization and proof of performance. The IAB Tech Lab is working on programmatic specifications and signaling for pause ads, while WBD currently sells most pause inventory via direct deals.
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.
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