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Digital advertising effectiveness measurement

IP.com Disclosure Number: IPCOM000253576D
Publication Date: 2018-Apr-12

Publishing Venue

The IP.com Prior Art Database

Abstract

This disclosure describes techniques to measure the effectiveness of advertising campaigns. For example, the techniques can be implemented to measure brand lift generated by an advertising campaign. Advertisements are displayed to a set of users that form a treatment group and are selectively withheld from another set of users that form a control group. Offers of discounts, coupons, complementary samples, etc. are provided to both sets of users. Uptake of offers by users in the control and treatment groups is utilized to measure brand lift from the advertisements. KEYWORDS ● Brand lift ● Advertising campaign ● Interest metrics ● Audience reach ● Consideration lift