On Device Launched Brand Lift Data API
The new API enables advertisers to link individual survey responses to specific ad impressions for deeper marketing analytics.
Updated on Oct. 6, 2026 in Advertising
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On Device has released its Brand Lift Data API, a tool designed to provide log-level data connecting consumer survey responses to actual advertisement impressions. The API is now available to global enterprise partners following a period of closed beta testing.
Why it matters
The launch aims to shift marketing measurement beyond basic, surface-level reports by providing granular data. This allows operators to integrate specific impression-level feedback directly into their marketing mix modelling frameworks.
The API is now available globally to all enterprise Brand Lift partners following an initial closed beta phase. The total number of current enterprise participants remains undisclosed.
The players
On Device
A global firm specializing in brand lift measurement and ad effectiveness research for enterprise clients.
GumGum
A digital advertising technology company that leverages computer vision to measure user attention and ad context.
The details
The API functions by mapping individual survey responses to specific ad impressions, creating a verifiable link between creative exposure and consumer sentiment. Marketing teams can feed this channel-level data into their internal modelling frameworks to optimize campaign performance. By moving away from aggregate measurement reports, businesses can assess the direct impact of individual ad placements on brand perception.
Timeline
October 6, 2026: On Device announced the global launch of the Brand Lift Data API.
Market Landscape
Marketing departments increasingly utilize marketing mix modelling frameworks to justify spend and optimize cross-channel performance. This launch follows a broader industry trend toward requiring more granular, individual-level data to improve the accuracy of these long-standing analytical models.
Operators currently using marketing mix modelling should assess whether this log-level data integration can improve their current return-on-ad-spend accuracy. Evaluate your current reporting tools to see if they lack the impression-to-survey granularity this new API provides.
The takeaway
The move signals a industry-wide pivot toward higher-fidelity data in brand effectiveness tracking. Operators should audit their current ad measurement stack to determine if current reporting is providing enough detail to justify ongoing channel investment.
Further reading
For more on evolving campaign performance tools, visit our Advertising section.
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Do you trust that increased transparency in advertising data leads to better results for businesses?
