Brand lift
In practice, for a UK buyer
The paragraph above is the neutral answer. This is the part a vendor glossary leaves out.
The natural measure for a brand launch and the fourth verb in AdBuyMCP's measurement model — and it is not built. The API returns it with the status placeholder and a note that no study has been commissioned, and the panel vendor's adapter is a fail-closed stub pending a contract. It appears on this site anyway, at full weight, because a four-verb model that quietly ships three verbs is precisely the kind of rounding we exist not to do.
Goes deeper: The fourth verb, and why it is a placeholder
What this one connects to
Most confusion in media buying comes from two adjacent terms being used interchangeably, so these are the neighbours worth reading next.
Incrementality
The share of an outcome that happened because of the advertising, measured against what would have happened anyway. Measured by comparing an exposed group with a comparable unexposed one, not by counting conversions that followed an advert.
Attribution
Assigning credit for an outcome to the advertising touchpoints that preceded it, according to a rule the advertiser chose. A description of correlation in a conversion path, not a demonstration that the advertising caused anything.
Evidence provenance
A label attached to a number recording how it was produced — reported by the seller, observed on your own property, estimated by a model, or established by a powered experiment — so its strength travels with it.
More on measurement and evidence
What you can prove afterwards, and the difference between a number that means something and a number that does not.
45 minutes. Bring a real brief and we compile it live. You describe one audience and watch it compile into seven targeting specifications, each with the score for how much of the definition survived.
Talk it through