DISQO
DISQO is a deterministic, identity-based advertising effectiveness measurement platform offering cross-platform Brand Lift and Outcomes Lift measurement to 175+ blue-chip brands, 125+ market research firms, and 35+ advertising agencies, with recently launched AI Search Lift for LLM environments.
- Company typePrivate
- Founded2015
- HeadquartersGlendale, United States
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What DISQO does
DISQO, Inc. is a privately held advertising effectiveness measurement company founded in 2015 and headquartered in Glendale, California, with additional offices in New York, Yerevan (Armenia), and Helsinki (Finland). The company operates a deterministic, identity-based measurement platform that connects media exposure to consumer attitudes and behaviors across channels including social, TV, programmatic, and digital — including walled gardens where cookie- and mobile-ID-based approaches fail. Its core products are Brand Lift (measuring shifts in awareness, consideration, and purchase intent using exposed/control methodology), Outcomes Lift (measuring incremental behavioral impact on search, site visits, and commerce activity), and the recently launched AI Search Lift (measuring advertising impact on brand interactions within LLMs and AI-powered search environments). The platform also offers an Audience API for programmatic survey access and a Research Management service for full-service research support.
DISQO's technology foundation rests on a panel of more than two million opted-in consumers who consent to share media exposure and brand experience data, combined with deterministic integrations such as VIZIO/Inscape ACR for smart TV viewing capture and Comcast Advertising's household-level data for Outcomes+. The company maintains a normative benchmark library drawn from more than 1,700 prior campaigns and seventeen lift metrics, providing category-specific comparison data that compounds in value with each new study.
Commercially, DISQO targets enterprise blue-chip brands (Ford, Home Depot, Duracell, IHG, Chipotle, Josh Cellars, GoodRx), advertising agencies, media owners (Warner Bros. Discovery, Vevo), and market research firms via a sales-led motion with multi-year subscription contracts and quote-based pricing tied to sample size, targeting, and features. The company has raised $85 million in disclosed funding through a 2021 Series B led by Sageview Capital, has executed two strategic acquisitions (Verto Analytics in 2021 and Feedback Loop in 2022), and grew to over 500 employees.
DISQO firmographics
Firmographics- Name
- DISQO
- Legal name
- DISQO, Inc.
- Website
- https://disqo.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- DISQO is a deterministic, identity-based advertising effectiveness measurement platform offering cross-platform Brand Lift and Outcomes Lift measurement to 175+ blue-chip brands, 125+ market research firms, and 35+ advertising agencies, with recently launched AI Search Lift for LLM environments.
- Ownership category
- akta.pro rank
DISQO industry classification
Industry- Product category
- Advertising Effectiveness Measurement Software
- NAICS
- Marketing Research and Public Opinion Polling (541910), Advertising Agencies (54181)
- SIC
- Services-Computer Integrated Systems Design (7373), Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Programmatic Display & Retargeting (DSP) (MPAAACAE)
- akta.pro secondary industry
- Music Aggregators & DIY Distribution Platforms (MPAIAAAD)
Keywords
Where DISQO is headquartered
LocationHeadquarters
- HQ city
- Glendale
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
DISQO business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Brand Lift and Outcomes Lift Measurement: Subscription-based advertising measurement services for brands, agencies, and media companies. Pricing varies by sample size, targeting, and features.
- Research API Access: API-driven solutions for quality insights on modern digital consumer experience. Access to DISQO audience for fielding surveys and research projects.
- Research Management Services: Dedicated research team providing fieldwork, project management, and sampling strategy optimization for complex research studies.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Custom pricing based on project requirements |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels10 records
DISQO product offering
Product offeringCore offering
DISQO operates a cloud-based, deterministic, identity-based advertising effectiveness measurement platform that quantifies how media exposure across all channels shifts consumer attitudes (Brand Lift) and behaviors (Outcomes Lift). Its offerings include the core DISQO Platform, Brand Lift and Outcomes Lift measurement products, Audience API for programmatic survey access, Cross-Platform and TV Measurement solutions, and AI Search Lift for measuring ad impact in LLM and AI-powered search environments. The platform is built on a consumer-consented panel of more than 2 million opted-in members and integrates VIZIO/Inscape ACR data for cookieless CTV exposure capture.
Product overview
DISQO is an advertising effectiveness measurement platform that operates as a unified platform-plus-modules architecture. The core DISQO Platform provides cross-platform measurement connecting media exposure to consumer attitudes and behaviors. Two primary measurement modules—Brand Lift (measuring attitudinal outcomes like awareness, consideration, purchase intent) and Outcomes Lift (measuring behavioral outcomes like search, site visits, e-commerce activity)—work together to provide full-funnel measurement. Additional capabilities include Research Management (expert research team support), Audience API (programmatic survey access), and AI Search Lift (AI/LLM environment measurement). The platform is distinguished by its deterministic, identity-based approach that does not rely on cookies or mobile IDs, leveraging direct consumer relationships and partnerships like VIZIO/Inscape for ACR data.
Differentiator
Problem solved
Functional benefit
Products and services
- DISQO Platform Cloud-based cross-platform measurement platform that connects media exposure with consumer attitudes and behaviors, providing identity-based measurement across all channels without blind spots for brands, agencies, and media companies.
- Brand Lift Measures how advertising shifts consumer attitudes including awareness, consideration, and purchase intent using control/exposed methodology with real consumer surveys, for brands, agencies, and media companies.
- Outcomes Lift Measures incremental impact of advertising on digital behaviors including search activity, site visits, e-commerce activity, and competitive brand interactions without relying on cookies or mobile IDs.
- AI Search Lift Industry-first outcomes measurement product that measures whether advertising drives incremental brand interactions within LLMs and AI-powered search environments using consumer-consented, panel-based deterministic methodology with exposed/control approach.
- Audience API API product enabling users to create, modify, and send surveys to panelists via endpoints with priority access to the DISQO audience, multi-pronged fraud detection, 100+ targeting attributes, and adaptive allocations, designed for research firms and platform integrations.
- Cross-Platform Measurement Measurement solution that eliminates blind spots by measuring every channel including social, TV, programmatic, and digital with no gaps or siloed data, including walled gardens where competitors cannot track.
- TV Measurement Measurement solution tying TV ad exposure to brand lift surveys and behaviors to quantify awareness, consideration, and purchase intent, covering linear TV and CTV/OTT with deterministic ACR exposure capture.
- Research Management Award-winning dedicated research management team providing industry-leading research expertise, comprehensive project support, and personalized solutions for targeting audiences from demographics to digital behaviors.
Quantifiable outcome
- 43% of consumers report social media ads drive purchases, overtaking TV (41%)
- +3 more outcomes
Companies that use DISQO
Customer profileNamed customers11 records
Segments3 records
Ideal customer profiles3 records
DISQO technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability5 records
Feature7 records
DISQO partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- Canvas WorldwideminorCanvas Worldwide served as an early partner for DISQO's AI Search Lift product launch, measuring campaigns in the early beta phase across five categories including automotive, insurance, beauty, CPG, and travel.
- VevocoreVevo named DISQO its preferred brand lift and outcomes measurement partner in the U.S., expanding a prior beta relationship into a formal designation covering its complete ad-supported network. The partnership deploys DISQO's deterministic measurement infrastructure to connect advertising exposure to behavioral outcomes including search activity, site visits, Add-to-Cart conversions, and Store Locator page visits across Vevo's CTV, mobile, and desktop inventory.
- Comcast AdvertisingcoreDISQO is a partner in Comcast Advertising's Outcomes+ targeting and attribution solution spanning traditional TV and streaming inventory. DISQO provides attribution measurement capabilities as part of the expanded partnerships with Mastercard, Clarivoy, Fandango, and S&P Global Mobility.
- AdelaidecoreDISQO was selected to enhance Adelaide's attention metric by integrating DISQO's Brand and Outcomes Lift into Adelaide's AU model, enabling brands to demonstrate the full-funnel impact of high-quality media.
- Warner Bros. DiscoverycoreWarner Bros. Discovery selected DISQO as a preferred ad effectiveness measurement provider, enabling innovative ad effectiveness measurement with cross-platform capabilities for their advertisers.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
DISQO competitors and assessment
Company assessmentDirect peers
- Nielsen: Global leader in cross-platform audience measurement for TV, digital, and CTV. Nielsen's Nielsen ONE platform directly competes with DISQO's cross-platform measurement offering, particularly in CTV currency and brand lift measurement.
- Kantar Millward Brown: Global market research firm with a leading brand tracking and ad effectiveness practice (Link, AdReaction). Direct competitor to DISQO's Brand Lift offering among large brand advertisers and agencies seeking cross-market measurement.
- iSpot.tv: TV and CTV ad measurement and attribution platform that provides real-time attention and outcome metrics. Highly direct competitor in CTV measurement, the same category where DISQO has been investing via VIZIO/Inscape ACR integrations.
- Comscore: Cross-platform digital audience measurement company with CTV currency capabilities (Comscore Campaign Ratings). Directly competes with DISQO on digital and CTV measurement for advertisers and agencies.
- Ipsos: Global market research firm with significant advertising research and brand tracking practices. Competes for the same brand and agency measurement budgets that DISQO targets, particularly for custom ad effectiveness studies.
- GfK: Global market research firm (now part of NIQ) with substantial ad effectiveness, consumer panel, and brand measurement practices. Competes with DISQO for brand and agency custom ad research budgets across multiple geographies.
Broad incumbents
- DoubleVerify: Ad verification and measurement platform focused on fraud detection, brand safety, viewability, and performance. Broader scope than DISQO but overlapping on digital ad measurement and increasingly CTV outcomes measurement.
- Integral Ad Science (IAS): Ad measurement and verification company offering viewability, fraud detection, and brand safety, with growing CTV measurement capabilities. Competes with DISQO in the broader ad measurement category though focused more on verification than lift studies.
Emerging players
- Innovid: Ad measurement and analytics platform with strong CTV focus, providing impression delivery, outcomes, and creative analytics. Smaller scale than DISQO but directly competitive in CTV measurement and analytics for advertisers.
- Adelaide: Attention measurement company that has partnered with DISQO to integrate Brand and Outcomes Lift into its AU (Attention Unit) model. Competes in the adjacent attention measurement category while leveraging DISQO data for full-funnel validation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
DISQO social profiles
Digital presenceDISQO compliance and trust
Trust signalCompliance3 records
DISQO financial estimates
Financial estimateRevenue estimate
Valuation estimate
DISQO leadership team
Management profileNumber of profiles
Profiles11 records
DISQO funding detail
Funding detailFunding overview
Funding rounds3 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DISQO M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about DISQO
What does DISQO do?
DISQO operates a cloud-based, deterministic, identity-based advertising effectiveness measurement platform that quantifies how media exposure across all channels shifts consumer attitudes (Brand Lift) and behaviors (Outcomes Lift). Its offerings include the core DISQO Platform, Brand Lift and Outcomes Lift measurement products, Audience API for programmatic survey access, Cross-Platform and TV Measurement solutions, and AI Search Lift for measuring ad impact in LLM and AI-powered search environments. The platform is built on a consumer-consented panel of more than 2 million opted-in members and integrates VIZIO/Inscape ACR data for cookieless CTV exposure capture.
Is DISQO a public or private company?
DISQO is a private company. It is classified as venture growth investor backed and is currently operating.
When was DISQO founded?
DISQO was founded in 2015. It employs 251 to 500 people.
Where is DISQO based?
DISQO is headquartered in Glendale, United States, in the North America region.
How does DISQO make money?
Three revenue lines are on record. Brand Lift and Outcomes Lift Measurement is the primary driver. The others are research API Access and research Management Services.
Who are DISQO's main competitors?
Direct peers on record are Nielsen, Kantar Millward Brown, iSpot.tv, Comscore, Ipsos and GfK. Broad incumbents are DoubleVerify and Integral Ad Science (IAS). Emerging players are Innovid and Adelaide.
Does DISQO have an API?
Yes. DISQO offers two public APIs: (1) Audience API - allows users to create, modify, and send surveys to panelists via endpoints, check feasibility, create projects, and modify quotas; (2) CoReg API - verifies email address validity by checking format and whether the email already exists in the DISQO system or on email lists submitted by CoRegs. APIs support field projects in seconds with priority access to DISQO audience, multi-pronged fraud detection technology, and fine-tune projects in-flight through accessible endpoints. Developer documentation is at developer.disqo.com/documentation.
What industry is DISQO in?
DISQO's product category is Advertising Effectiveness Measurement Software. Its primary akta.pro industry code is MPAAACAE, Programmatic Display & Retargeting (DSP), with a secondary code of MPAIAAAD, Music Aggregators & DIY Distribution Platforms. Its NAICS code is 541910 and its SIC code is 7373.