Universal Ads, which enables brands of any size to seamlessly make and buy commercials across premium video, announced a strategic partnership with Measured, the pioneer and leader of incrementality-based measurement and optimization. Through this partnership, brands buying across the Universal Ads platform will be able to get valuable performance insights into their campaigns and improve their overall media strategy using the Measured technology platform.

For advertisers looking to optimize their media buys across multiple channels, Measured is vital in helping marketers understand the true impact of their media spend so they can eliminate waste, scale what works, and drive meaningful business growth. By measuring across inventory available on Universal Ads, brands will be able to take these insights and adjust their investments to craft the ideal channel mix.

“When we conceived Universal Ads, we had two main goals,” says James Grant, General Manager at Universal Ads. “We wanted to make TV advertising easy, and we wanted to prove its effectiveness. By providing advertisers with the objective, third-party incremental measurement available from Measured, premium video advertising can finally get the credit it deserves for delivering on brands’ biggest goals.”

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“This collaboration underscores Measured’s position as the trusted measurement platform for top brands and agencies globally,” says Will Post, VP of Growth at Measured. “By working closely with Universal Ads, we are furthering our mission to provide the most advanced incrementality measurement and optimization solutions across all channels, redefining the modern measurement playbook for all advertisers.”

In addition to making TV advertising as simple and friendly as social media advertising, Universal Ads is also ensuring that brands and agencies get the most data-driven insights into how their media performs across premium video.

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With last-click attribution often taking the credit from TV ads for driving conversions, Measured goes beyond outdated attribution models by delivering a science-backed, data-driven approach to proving media impact so marketers can make smarter investment decisions. With Measured providing optimization and attribution insights, brands can be confident their media dollars are driving incremental and meaningful results across this premium inventory.

“Measuring the impact of our TV ad spend has always been way harder than social,” says Grant Cohen, CMO of Victory Snacks. “Universal Ads is changing that—making TV advertising not just easy to run but also showing us exactly how it’s driving incremental sales, which is a huge win for us.”

With Universal Ads, brands will have the ability to reach qualified audiences alongside premium content from major networks including A+E, AMC Networks, DIRECTV, Fox Corporation, NBCUniversal, Paramount, Roku, TelevisaUnivision, Warner Bros. Discovery, and Xumo, with more to come.