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Data Tool Pairs Targeting Technology With Brand-Lift Studies

  • Adweek, Thursday, December 31, 2015 6:37 AM
Marketers struggling to quantify the impact of mobile ads now have new technology to help. "Medialets is plugging its ad-targeting technology into Millward Brown Digital's... brand-lift studies," writes Lauren Johnson in Adweek. "After serving a mobile ad, advertisers can run a study to find out if people remember it." So far, "five marketers—including automotive, consumer-packaged goods, beverage and financial brands—have tested the new data tools."

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