What Measure Protocol does

Measure Protocol is a London-based behavioral data platform founded in 2017 that operates a permissioned consumer panel capturing approximately 2.4 billion behavioral signals per day and 2.3 trillion data points per month across search, social, apps, web, commerce, and AI assistants. The company stitches those signals together using deterministic, hashed identifier matching without cookies or PII, and exposes the resulting five-plus-year longitudinal dataset through three products: Measure Data (an à la carte behavioral data menu), Measure Outcomes (multi-touch TV, video, and digital attribution), and Measure Predict (an agentic, natural-language intelligence layer built on a proprietary Large Behavioral Model, or Measure LBM™).

The company serves brand and marketing leaders, media owners and broadcasters, agencies, insight and research teams, and platforms and marketplaces. Named enterprise customers include Channel 4, Sky, and ITV (collaborating on the Lantern TV measurement initiative), UGG (Deckers Brands), and Golden Goose. Measure Protocol also operates a Data Task Marketplace connecting researchers and brands with consented panel participants for surveys and behavioral research, and supports optional clean-room delivery via AWS Clean Rooms. Compliance posture includes GDPR and CCPA frameworks with a documented Privacy Notice.

Revenue is generated primarily through subscription-based access to behavioral data, attribution, and AI-powered insights, supplemented by market research reports and marketplace commissions. The go-to-market combines an enterprise field-sales motion (book a demo, curated walkthroughs, proof-of-concept pilots) with a product-led growth entry point for Measure Predict via a free self-serve trial. The company has raised approximately $6 million in disclosed funding across pre-seed (2020), seed (April 2022, led by Blackfinch Ventures, Italian Angels for Growth, and Blockchain Valley Ventures), and a 2024 undisclosed extension, and is independently owned with no parent company or public listing.

Name

Measure Protocol

Legal name

Measure Protocol Limited

Website

https://measureprotocol.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Measure Protocol is a London-based behavioral data platform that runs a permissioned consumer panel across search, social, web, apps, commerce, and AI assistants, selling cross-platform data, attribution, and AI-powered predictive insights to brands, broadcasters, agencies, and platforms via Measure Data, Measure Outcomes, and Measure Predict.

Ownership category

akta.pro rank

Product category

Consumer Behavioral Intelligence

NAICS

Marketing Research and Public Opinion Polling (541910)

SIC

Instruments For Meas & Testing Of Electricity & Elec Signals (3825), Services-Testing Laboratories (8734)

akta.pro primary industry

Media & Audience Measurement Analytics (BPAHALAO)

Keywords

• Behavioral data platform
• Consumer intelligence
• Cross-platform attribution
• Market research analytics
• Behavioral insights software

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Behavioral Data Subscriptions: Subscription-based access to Measure Data, Measure Outcomes, and Measure Predict products. Customers access behavioral signals, cross-platform insights, and AI-powered predictions via dashboards, SQL, APIs, or natural-language queries. Tiered access based on data depth and delivery method.
2. Market Research Reports & Insights: Measure publishes branded and unbranded market research reports (e.g., Measure Report 2025 on ChatGPT commercial intent, Gen Z Amazon behavior, sneaker resale, brand deep dives). These are sold or distributed to support brand equity and serve as demand generation.
3. Data Task Marketplace: A marketplace where Measure Partners (researchers) and Measure Customers (brands, advertisers) engage with a consented community of users for surveys, data tasks, and behavioral research. Users are pre-selected based on demographics and rewarded for participation.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels8 records

Core offering

Measure Protocol operates an AI-powered behavioral data platform that captures permissioned consumer signals across search, social, web, apps, commerce, and AI assistants. It sells three integrated products: Measure Data (a behavioral data menu), Measure Outcomes (multi-touch TV and video attribution), and Measure Predict (an AI reasoning layer for natural-language querying of behavioral data) to brands, media owners, broadcasters, agencies, and insight teams.

Product overview

Measure Protocol is a behavioral data platform offering three integrated products: Measure Data (à la carte behavioral data menu), Measure Outcomes (multi-touch TV and video attribution), and Measure Predict (AI-powered conversational intelligence layer). The platform captures 2.3 trillion data points monthly from a permissioned consumer panel, providing cross-platform behavioral signals across search, social, GenAI, web, apps, and purchase. Measure Predict serves as the AI-powered reasoning layer enabling natural language queries over the behavioral dataset.

Differentiator

Problem solved

Functional benefit

Products and services

• Measure Data Flexible, à la carte behavioral data menu providing permissioned behavioral signals covering social, search, prompts, web, apps, and commerce. Enables brands, media owners, and researchers to spot opportunity, reduce cost, and grow revenue from real consumer behavior.
• Measure Outcomes Multi-touch TV and digital video attribution solution that connects broadcaster and streaming exposures to downstream behavioral outcomes including search, browsing, scroll, and purchase. Provides deterministic matching to media users and journey analysis beyond siloed metrics.
• Measure Predict Agentic cross-platform behavioral intelligence product powered by the proprietary Measure LBM™ (Large Behavioral Model). Provides a conversational natural-language interface over five years of behavioral data, delivering grounded answers with cited evidence tied back to source behavioral events about who's buying, why, and how AI is reshaping discovery.

Quantifiable outcome

• 2x results vs single-channel attribution
• +5 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability9 records

Feature6 records

Partnerships

One partnership is on record.

• AWS Clean RoomscoreTechnology or IntegrationMeasure Protocol offers optional clean-room delivery for partners via AWS Clean Rooms. This enables hashed identifier matching and data collaboration with partners without sharing raw PII. Represents a core technology integration for enterprise data partnerships and compliant data delivery.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Realytics: Realytics is a TV attribution platform that measures the incremental impact of TV campaigns on digital behaviors and conversions. Comparable to Measure Protocol's Measure Outcomes product because both provide multi-touch TV attribution connecting broadcaster inventory to downstream consumer behavior for advertisers.
• iSpot.tv: iSpot.tv provides real-time TV ad measurement and attribution linking TV/video impressions to downstream actions. Comparable to Measure Protocol because both compete in cross-platform outcome measurement for TV and digital, with deterministic matching and enterprise sales motions to media owners and advertisers.
• Samba TV: Samba TV is a TV and cross-screen measurement and attribution platform using deterministic, opt-in ACR data to connect TV/video ad exposure to digital and purchase outcomes. Highly comparable to Measure Protocol because both offer multi-touch TV attribution with deterministic identity matching and target the same enterprise buyers (broadcasters, brands, agencies).

Emerging players

• Similarweb: Similarweb provides digital intelligence including audience insights, traffic analytics, and consumer behavior data across web and apps. Comparable to Measure Protocol because both monetize behavioral and engagement data to inform brand strategy, media buying, and competitive intelligence for marketers.
• Tubular Labs: Tubular Labs provides cross-platform video intelligence and audience measurement for social video and streaming. Comparable to Measure Protocol because both deliver behavioral and audience analytics on cross-platform video consumption, addressing the same media owner and brand need for independent measurement beyond walled-garden data.

Broad incumbents

• GfK (an Ipsos company): GfK is a global market research firm providing consumer panel data, media measurement, and predictive analytics. Comparable to Measure Protocol because both operate permissioned consumer panels and sell behavioral intelligence to brands, retailers, and media owners, though GfK's reach and product breadth are far larger.
• Nielsen: Nielsen is the global incumbent in audience measurement, panel-based consumer insights, and TV/video ratings. Comparable to Measure Protocol because both serve media owners, advertisers, and agencies with cross-platform audience and outcomes measurement, though Nielsen operates at vastly greater scale and across broader geographies.
• Circana (formerly IRI and NPD): Circana provides consumer behavior analytics linking media exposure to purchase outcomes, with deep retail measurement capabilities. Comparable to Measure Protocol because both connect cross-platform advertising exposure to downstream purchase behavior, addressing the same multi-touch attribution problem for brands and retailers.
• Comscore: Comscore provides cross-platform audience measurement, digital ratings, and advertising effectiveness analytics. Comparable to Measure Protocol because both offer independent audience measurement across digital, TV, and mobile, and both target brands, agencies, and media owners seeking attribution beyond walled-garden metrics.
• Kantar: Kantar is a global market research and consumer insights firm with major presence in audience measurement (including Kantar Media) and brand effectiveness. Comparable to Measure Protocol because both monetize consumer panel data and behavioral analytics to advise brands on advertising ROI and consumer behavior.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks3 records

Key highlights7 records

Customer concentration

• Xx.com/measureprotocol
• Facebookfacebook.com/measureprotocol

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds3 records

Investors5 records

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 Measure Protocol