Measured

What Measured does

Measured is an Austin-based, privately held company founded in 2017 that operates an AI-powered marketing effectiveness platform for enterprise brands. The company's core offering combines causal Media Mix Modeling (MMM) with automated incrementality testing — geo and audience holdout experiments — and platform attribution into a unified "triangulated measurement" framework designed to quantify true incremental return on advertising spend (iROAS) across online and offline channels, replacing inflated platform-reported metrics with finance-grade ROI estimates validated by controlled experiments.

Measured's product suite comprises five core modules: Incrementality Testing, Media Mix Modeling, Media Plan Optimizer, Cross-Channel Dashboard, and Benchmarks, supported by 300+ pre-built media platform integrations and a Strategic Services team. Underlying capabilities include statistical MMM with predictive ROI forecasting, automated experimental design using statistical/simulation techniques, and mathematical optimization for cross-channel budget allocation. The company released an enhanced version of its Measured Incrementality Model in October 2025 featuring on-demand model refresh, user-selectable inputs, and self-serve management interfaces.

Measured sells through a direct enterprise sales motion with custom annual subscription pricing, targeting CMOs, CFOs, and performance marketing leaders at brands with meaningful media spend. The customer base spans 130–139 brands across omnichannel retail (Dermalogica, Overstock, Steve Madden), consumer packaged goods (MARS, Unilever), technology (Otter.ai), media (Paramount), and cybersecurity (McAfee). The company raised $21 million from Telescope Partners in May 2022, holds SOC 2 Type II and ISO/IEC 27001:2022 certifications, and operates with 101–250 employees.

Name

Measured

Legal name

Measured Inc.

Website

https://measured.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Measured is an Austin-based enterprise SaaS platform that combines causal media mix modeling with automated incrementality testing to quantify true incremental marketing ROI for brands across retail, CPG, technology, media, and other verticals.

Ownership category

akta.pro rank

Product category

Marketing Analytics Software

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Research and Public Opinion Polling (54191), Advertising Agencies (54181)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Attribution, Measurement, Analytics & Incrementality (BPAMALAF)

akta.pro secondary industries

Performance Analytics, Attribution & Measurement (MMM/MTA) (BPAFACAJ), Media Measurement, Attribution & Marketing Mix Modeling (MMM) Services (MPAAABAN), Media & Audience Measurement Analytics (BPAHALAO)

Keywords

• Marketing measurement software
• Media mix modeling
• Incrementality testing
• Marketing attribution platform
• Marketing effectiveness analytics

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Subscription (Enterprise Platform): Measured operates as a SaaS platform offering subscription-based access to its marketing effectiveness platform. The platform is priced for enterprise brands with meaningful media spend, typically requiring annual or multi-year contracts. Onboarding takes 2-6 weeks with first finance-grade ROI reports available within 6-8 weeks.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Measured provides an AI-powered marketing effectiveness platform that fuses causal incrementality experiments (geo and user-level holdouts) with proprietary Bayesian media mix modeling to quantify the true incremental return on advertising spend. The platform serves enterprise consumer brands and their agencies, delivering cross-channel measurement, scenario planning, optimization recommendations, and benchmarks via a SaaS subscription, complemented by strategic services engagements.

Product overview

Measured is an AI-powered marketing effectiveness platform for enterprise brands that combines causal experiments with media mix modeling to turn complex media portfolios into accountable growth programs. The platform operates as a unified system built around several core interconnected modules: Incrementality Testing (automated geo and audience holdout experiments), Media Mix Modeling (causal, test-calibrated MMM), Media Plan Optimizer (AI-powered scenario planning and budget optimization), Cross-Channel Dashboard (cross-channel reporting), and Benchmarks (competitive intelligence). These modules work together through the company's Triangulated Measurement approach, which calibrates MMM with incrementality experiments and integrates with platform attribution data to produce finance-grade ROI estimates. The platform also offers Strategic Services for implementation support. Key solutions include Prove Marketing's Impact, Increase Media Efficiency, Acquire New Customers, and Align Marketing & Finance, serving industries such as Omnichannel Retail, Technology, Consumer Packaged Goods, Financial Services, Hospitality, and Automotive.

Differentiator

Problem solved

Functional benefit

Products and services

• Incrementality Testing A controlled-experiment product that lets enterprise marketers design and run geo and user-level holdout tests to isolate the incremental impact of specific campaigns, channels, or tactics. Targeted at enterprise consumer brands and agencies that need causal, not correlational, evidence of media effectiveness.
• Media Mix Modeling A Bayesian/econometric modeling product that analyzes historical marketing and sales data to quantify each channel's contribution, forecast outcomes, and inform budget allocation across digital and offline media. Built for enterprise consumer brands seeking privacy-safe, cookie-independent measurement.
• Media Plan Optimizer An optimization and scenario-planning product that uses the outputs of Measured's incrementality testing and media mix modeling to recommend optimal media plans, reallocate budgets, and forecast ROI under different spend scenarios. Aimed at CMOs, VPs of Media, and planning teams.
• Cross-Channel Dashboard A unified analytics dashboard that surfaces cross-channel marketing performance, incrementality test results, and modeled outcomes in a single reporting environment for marketing leadership and analytics teams.
• Benchmarks A benchmarking product that provides industry and peer-company marketing performance benchmarks, giving context for a brand's own incrementality and modeled results. Targeted at enterprise marketers evaluating their performance against the market.
• Strategic Services A professional services offering in which Measured's strategists and data scientists partner with enterprise clients and their agencies to design measurement frameworks, run analyses, and operationalize insights from the platform. Sold as a separate engagement alongside the SaaS subscription.

Quantifiable outcome

• Median incremental revenue increased 3.4% and median incremental orders increased 3.2% for brands after Google AI Overviews rollout (139 brands analyzed)
• +5 more outcomes

Named customers8 records

Segments7 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability4 records

Feature7 records

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Analytic Partners: Long-standing commercial MMM and ROI analytics provider to enterprise brands. Directly comparable to Measured on core MMM offering, enterprise customer base (CPG, retail, financial services), and finance-grade measurement positioning.
• Ipsos MMA: Global MMM and marketing effectiveness consultancy under Ipsos. Competes with Measured for the same Fortune 500 measurement budgets and is actively investing in causal and AI-driven MMM modernization.
• Marketing Evolution: Enterprise marketing measurement platform combining MMM with attribution and incrementality testing. Closely comparable technology stack and target customer profile to Measured.
• Conversion Logic (now part of Kantar): Marketing effectiveness platform offering MMM and unified measurement, now operating within Kantar's broader measurement portfolio. Directly comparable technology and customer profile to Measured within enterprise CPG and retail.

Broad incumbents

• Nielsen (Marketing Effectiveness): Incumbent measurement giant offering MMM, audience measurement, and broader media analytics. Competes in the same enterprise measurement RFPs as Measured but from a much wider portfolio of services.
• Innovid: Ad tech and measurement provider with cross-channel and CTV analytics capabilities. Touches the same media-measurement buying center as Measured but ships primarily to advertisers and publishers rather than as a standalone MMM platform.

Emerging players

• Rockerbox: Marketing measurement platform blending MTA and MMM for mid-market and enterprise DTC brands. Overlaps with Measured on cross-channel measurement and incrementality, though typically serving smaller media spend tiers.
• Northbeam: Cross-channel attribution and incrementality platform focused on DTC and ecommerce brands. Comparable on incrementality methodology, with a more self-serve, mid-market orientation than Measured's enterprise-only GTM.
• Triple Whale: Ecommerce-focused analytics and attribution platform increasingly expanding into MMM. Addresses an adjacent (lower-tier) buyer segment than Measured but increasingly overlaps on multi-touch attribution and incrementality.
• Tatari: Measurement and analytics platform purpose-built for TV and CTV advertising. Comparable on the cross-channel measurement thesis and finance-grade ROI reporting, with deeper specialization in TV than Measured.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/MeasuredInc

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Measured