LoopMe brand lift joins Trade Desk measurement marketplace

LoopMe has integrated its Brand Lift measurement product with The Trade Desk's Measurement Marketplace, making the service available to advertisers using the platform.

The integration lets buyers set up brand lift studies within The Trade Desk's existing campaign workflow. Study parameters are sent to LoopMe through an application programming interface, and results are returned to the platform dashboard.

Brand lift studies aim to show whether advertising changes awareness, consideration or other brand metrics among exposed audiences compared with a control group. The new arrangement is intended to address gaps in availability across markets and lower the campaign size threshold that can limit access to such measurement.

Under the integration, standardised measurement is available across more than 35 markets and 17 languages. Studies can be run from 1 million impressions, below the 3 million to 4 million minimums that are common among some providers in many markets.

Advertisers will also be able to view updated lift data every 24 hours within The Trade Desk dashboard, with reporting beginning as early as 10 days after a campaign launches. Reporting can be broken down by age, gender, device, creative, ad group and campaign ID.

Measurement access

Brand measurement has been a persistent issue for advertisers running campaigns across several regions, where different vendors and methodologies can make comparisons difficult. Smaller markets and lower-spend campaigns can also fall below the thresholds required to run formal studies.

LoopMe said its Brand Lift product measures responses from consumers rather than recruited panels, using surveys delivered within voluntary mobile ad breaks. It also said control groups are matched using its RISA algorithm across more than 100 variables.

Matthew Deets outlined the company's view of the market problem the integration is intended to solve.

"In many markets, brand lift measurement is simply not an option for advertisers. If it is available, it rarely allows the scope of measurement needed to truly understand results across regions. Our partnership with The Trade Desk helps address these challenges, providing the rigorous standards needed to trust uplift data while remaining lightweight and scalable enough to be actionable across multiple regions at once. We're proud to deliver these capabilities in partnership with The Trade Desk team," said Matthew Deets, Vice President of Demand Partnerships at LoopMe.

The agreement broadens access to LoopMe's measurement offering for clients running international campaigns through The Trade Desk's buying platform.

"We remain committed to advancing the industry by providing advertisers with sophisticated tools and capabilities, particularly within our global infrastructure. We are pleased to extend LoopMe's international reach and scalability to a broader range of clients and global campaigns," said Donny Spano, Director of Data Partnerships at The Trade Desk.

Workflow changes

The operational change may be as significant as the measurement offering itself for media teams that currently manage studies through separate vendors, contracts and reporting systems. By placing setup and reporting inside the same interface used to book media, the integration removes the need for separate logins and parallel workflows.

That matters in a market where advertisers increasingly want quicker feedback on campaign effectiveness while media is still running, rather than waiting until after completion. More frequent reporting can help teams compare performance across audiences and creative treatments during the campaign window.

LoopMe, founded in 2012 and headquartered in the UK, focuses on brand advertising measurement and optimisation in digital and app-based media. The company operates in cities including New York, Boston, Atlanta, Chicago, Detroit, San Francisco, Los Angeles, Toronto, Singapore, Sydney, Melbourne, Dnipro, Krakow, Beijing, Shanghai and Hong Kong.

The integration adds another measurement option to The Trade Desk's marketplace at a time when advertisers face pressure to show clearer evidence of brand outcomes across fragmented global media buys.