Why Better Brand Lift Data Makes Advertising Smarter with Alistair Hill of OnDevice

AdTechGod joins Alistair Hill, CEO and Co-Founder of OnDevice, to explore how advertising measurement has evolved beyond clicks. They discuss brand lift, data quality, incrementality, survey fraud, AI’s growing role in measurement, and why measurement should help improve the next campaign instead of simply reporting what happened.

Takeaways:

Clicks don’t tell the full story of brand advertising effectiveness.

Reliable brand lift depends on accurate exposure data and comparable audience groups.

Data quality is increasingly important as fraud affects survey-based measurement.

AI can turn brand lift data into smarter campaign planning and optimization.

Measurement should be the starting point for improving the next campaign, not just a post-campaign report.

Chapters:00:00 Introduction00:13 Meet Alistair Hill, CEO & Co-Founder of OnDevice01:21 How Alistair Got Into Advertising and Measurement02:11 Why Clicks Were Never Enough04:32 What OnDevice Is Solving in Brand Lift06:12 The Problem With Misleading Measurement Metrics09:59 Has Advertising Measurement Become Too Complicated?11:16 What Good Brand Lift Measurement Looks Like12:20 Data Quality, Survey Fraud and Real Audiences14:40 AI and Machine Learning in Measurement16:52 The Biggest Measurement Challenge Today18:48 The Future of Brand Lift, Outcomes and AI20:54 Why Log-Level Data Matters21:27 Alistair’s Unexpected Excel Love Story22:05 Closing

Guests: AdTech God

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