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Media Investment Measurement Platform Company Measured Raises $21 Million

Measured announced it has raised $21 million in funding from Telescope Partners. These are the details.

Measured announced it has raised $21 million in funding from Telescope Partners to validate the true business impact of media investments for consumer brands. The increasing restrictions on user-level tracking and the continued focus on data privacy by Apple and Google have made legacy attribution platforms less effective, denying brands the insight needed to make smart decisions about advertising.

Nearly tripling over the last year, Measured’s incrementality experiments were used to quantify the efficacy of $4.14 billion in advertising spend for over 120 DTC brands. And the results showed on average, 40% of media investments are ineffective and impact can vary vastly by channel, tactic, campaign, or ad set.

It is critical for marketers to have reliable contribution insights at every level. And incrementality measurement solutions from Measured provide the visibility that brands need to minimize wasted ad budget and identify opportunities to scale media for growth.

Since 2017, marketers at the fastest-growing DTC brands such as Fabletics, Faherty Brand, Grubhub, Mammut, and Ruggable, have worked with Measured to connect advertising spending to business results and answer the toughest marketing questions being asked by executives and stakeholders. And the growth investment from Telescope Partners will accelerate delivery to brands in need of reliable incrementality solutions and will fund the innovation that keeps Measured and its clients ahead of inevitable changes in the industry.

The marketing spend and sales data are reconciled daily into customizable dashboards that reveal the business contribution of media across both addressable and non-addressable channels. And more granular insights at the campaign, tactic, and ad set levels provide optimization strategies and recommended actions to maximize revenue via budget allocation.

Designed by a global team of data and marketing science experts, Measured’s offering of incrementality experiments calculate media value along the entire marketing funnel, including prospecting, retargeting, and retention campaigns. And experiment designs utilize proven first-party audience split and geo-matched market testing methodologies to ensure valid results and comprehensive insights.

Measured connects, cleans, and harmonizes all marketing, e-commerce, and customer performance data from over 275 available integrated sources for each brand it services. And this secure and fully managed MDW reconciles every day and provides marketers with a self-service, 100% independent data architecture on which they can build sophisticated business intelligence reporting, analytics programming, and data science infrastructure previously only accessible to the largest multinational brands.

The company can provide new customers with full-portfolio incrementality reporting in just two weeks, by connecting directly to all of the brand’s available data sources and applying proprietary insights from the industry’s first incrementality index. And the index is informed by data from thousands of experiments and continuously grows more powerful as it is updated with results from ongoing testing. Incorporating in-market experiments can provide deeper insights and the most current information as consumer behavior or the business environment changes.

KEY QUOTES:

“Attribution has been a decades-long problem for advertisers. Industry privacy changes have only made this pain more acute. The Measured team understood the shortcomings of other attribution methods years ago and built a solution that would withstand these sweeping changes well before they became a reality. Measured is unique in their approach to media measurement and it couldn’t come at a more critical time for the industry.”

– Mickey Arabelovic, Founder of Telescope Partners

“Whether ad platforms are underreporting or overreporting conversions, the critical issue is that the results cannot be trusted. When controlled experiments are designed to be scientifically sound, the results are always reliable. Incrementality experimentation delivered by a neutral party can bring much needed stability to brands reeling from the latest privacy changes. Telescope’s thoughtful approach and success rate building high-performing software companies makes them the ideal partner to help Measured accomplish that vision.”

– Trevor Testwuide, CEO and Cofounder of Measured

“Facebook is a critical channel for building awareness and attracting new Shinola customers, but after the Apple tracking restrictions went into effect, attribution reports from the platform didn’t look right. Measured revealed that our Facebook campaigns were indeed still delivering strong results and showed us how to allocate our budget for maximum contribution to sales.”

– Joel Layton, VP Ecommerce for luxury lifestyle brand Shinola