Austin-based company Measured has launched a platform that allows marketers to view incremental ad performance across all paid media platforms in one place. The platform utilizes machine learning and data science to help marketers manage, test, plan, and optimize their media portfolio. Measured claims that the platform solves the industry's current approach to measurement by providing causal measurement instead of correlation. The platform offers advanced, automated geo-testing, comprehensive methodology with automated triangulation, and complete end-to-end automation. Users can also benchmark their performance against other brands in their industries. CEO and co-founder Trevor Testwuide states that the platform provides marketers with a full view of their spend, outcomes, and the resources needed for media experimentation [84a33528].
In a related development, Relo Metrics, formerly known as GumGum Sports, has announced an innovative approach to in-venue analysis for sports properties. The company aims to provide comprehensive and integrated sponsorship analytics by measuring in-stadium/arena assets. The solution captures value for over 103.6 million people attending live games in the US per year. Relo Metrics' platform will enable sports properties to level up their measurement of brand partners and make data-driven decisions to optimize their sponsorship strategies. The platform offers a holistic view of in-venue assets and provides valuable insights for sports properties and brand partners alike. With this innovative approach, Relo Metrics aims to enhance the measurement and effectiveness of sponsorship in the sports industry [9578aac7].
These developments align with the industry-wide trend of addressing privacy concerns and finding alternative solutions for targeted advertising. Measured's platform and Relo Metrics' in-venue analysis solution both aim to provide marketers and sports properties with comprehensive views of their performance and assets, allowing them to make data-driven decisions and optimize their strategies. By utilizing machine learning, data science, and innovative analytics, marketers and sports properties can effectively manage and optimize their portfolios, ultimately enhancing their return on investment and the effectiveness of their advertising and sponsorship efforts.