Basis, a prominent provider of intelligent operating systems for autonomous digital advertising, has announced the launch of advanced, native brand lift measurement capabilities within its platform. The feature expansion is powered by Cint (STO: CINT), a leading global technology company specializing in continuous consumer research and media measurement. The integration empowers enterprise advertisers to seamlessly deploy brand lift studies, quantify audience awareness, evaluate ad recall, and track purchase intent—all while executing complex omnichannel programmatic campaigns from a single interface.
By embedding this framework directly into the primary media workspace, users can capitalize on the speed and operational agility inherent to the Cint architecture. Internal performance metrics from Cint indicate that 88% of advertisers utilizing its data platform successfully compressed their survey and study launch times from a standard timeframe of several days down to just a few minutes.
Moving Beyond Disconnected Performance Proxies
Historically, measuring brand lift in real time during active, in-flight digital campaigns has been notoriously difficult. Marketers orchestrating programmatic media buys frequently lean on standard performance proxies-such as cost-per-click (CPC), cost-per-acquisition (CPA), and return on ad spend (ROAS)—which illustrate transactional outcomes but fail to reveal the underlying consumer psychology driving those decisions.
Furthermore, legacy brand lift solutions typically operate completely outside the core execution workflow. This separation forces marketing teams into tedious manual setups and returns performance reports weeks after a campaign has already concluded. Because these downstream insights arrive too late to influence active ad spend, they cannot be used to optimize live flights. By nesting Cint’s validation technology natively within the Basis software layer, advertisers gain daily visibility into brand sentiment shifts, allowing them to make tactical programmatic adjustments while ads are actively being served.
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“Basis users have been clear that clicks and conversions only tell part of the story — they want to know if their campaigns are lifting brand awareness, consideration, and purchase intent,” said Matt Sauls, technology division GM, Basis. “Integrating Cint’s technology directly into Basis means measurement functionality is closely linked to media execution, making the entire advertising process more automated. This is a high-priority capability that helps our customers prove the brand impact of their campaigns.”
Streamlining Media Tracking and Verification Workflows
The solution relies on the underlying capabilities of Cint’s Lucid Measurement platform, allowing marketers to configure, initiate, and manage comprehensive brand sentiment surveys within the standard Basis interface with minimal administrative friction. When managed directly inside the active media planning lifecycle, brand lift transitions from an isolated reporting step into a core component of daily operations.
The enterprise integration delivers a highly automated suite of capabilities, featuring:
- Programmatic Tag Automation: Instant creation and deployment of media tracking tags across programmatic lines, completely removing manual conversion pixel setup loops.
- Live In-Flight Inquiries: Daily updates regarding target brand awareness, ad recall, and purchase intent metrics as soon as statistical response thresholds are satisfied.
- Verified Consumer Panels: Independent, verified campaign measurement sourced from Cint’s audience network spanning tens of millions of consumer profiles across the United States and Canada.
- Closed-Loop Optimization Signals: Real-time data signals that allow media buyers to reallocate active ad spend and adjust tactical targeting vectors before budgets are fully exhausted.
- Flexible Data Export Capabilities: On-demand generation of comprehensive brand lift performance reports downloadable in PowerPoint, Excel, and CSV formats.
- Consolidated Financial Accounting: Consolidated client billing routed cleanly through the native Basis financial workflow, avoiding separate third-party vendor invoicing.
The updated platform framework enables Basis to ingest basic creative briefs, generate multi-channel media plans, and activate them instantly. By establishing Cint’s measurement architecture as a native intelligence layer, the combined system builds a continuous performance feedback loop within a governed advertising operating system.
“Cint has gained traction in the market because we provide agencies and brands with high-quality intelligence about how people are reacting to ads faster than traditional measurement methods,” said Daniel Robinson, Senior director of measurement, Cint. “By working with Basis to unify measurement with execution, we are helping advertisers put brand insights into action while campaigns are still live, enabling smarter optimization and stronger business outcomes.”
The real-time brand lift measurement suite is available immediately to all enterprise clients and agency networks looking to merge automated media buying with instant consumer sentiment validation.