illumin Holdings Inc. has partnered with Cint Group AB to bring self-serve brand lift measurement directly into the campaign setup process, enabling marketers to launch brand studies significantly faster and access actionable insights while campaigns are still active.
The new integration is designed to reduce the traditional delays associated with brand measurement by embedding Cint’s research and measurement capabilities directly into the illumin advertising platform. According to the companies, marketers can now launch studies up to 90% faster and receive results within minutes instead of waiting weeks for post-campaign analysis.
In the past, advertisers have traditionally used campaign performance metrics like cost-per-click (CPC), cost-per-acquisition (CPA) and return-on-ad-spend (ROAS) to measure the success of a campaign. Yet, these metrics do not reveal why consumers purchased or how they felt about their purchase, and This way do not illuminate the true effectiveness of a campaign.
What illumin and Cint are trying to accomplish I believe is to fill that void.
Advertisers will get to measure awareness, ad recall, purchase intent etc. while the campaign runs. Another way to include measurement into campaign execution workflows is to enable marketers to optimize your measurement even in the midst of the media campaign running, to better optimize efficiency, campaign results and budget allocation.
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“Brand has always been a key driver of performance, but it hasn’t been measured in a way marketers can clearly act on,” said Lyndsie Wise, Senior Director of Product Marketing at illumin. “By embedding brand lift directly into campaign execution, we’re giving marketers a clearer view of what’s actually driving impact and the ability to optimize as campaigns progress.”
The integrated solution allows marketing teams to independently launch brand studies, monitor campaign impact, and adjust media strategies without relying on separate post-campaign reporting processes. This approach is intended to eliminate delays between insight generation and execution.
“Advertisers are looking for faster, more actionable ways to understand the impact of their media on brand outcomes,” said Daniel Robinson, Senior Director, Measurement at Cint. “By bringing Cint’s independent measurement closer to execution, insights can directly inform how campaigns are optimized in flight.”
With brand lift analysis embedded into the platform itself, illumin and Cint are positioning measurement as a core component of campaign management rather than a standalone reporting activity. The companies believe this shift will give marketers greater control over campaign optimization while supporting stronger performance outcomes across digital advertising initiatives.