Editorial Review by TopAdNetworks
DISQO stands out in the crowded ad measurement space by solving a problem that has long frustrated advertisers: the inability to connect brand perceptions to real behavioral outcomes across siloed platforms. At a time when cookies are fading, and walled gardens like Meta and YouTube remain opaque, DISQO’s consent-based, identity-driven approach offers a refreshing level of transparency and determinism.
The platform’s core strength lies in combining Brand Lift and Outcomes Lift measurement: Brand Lift captures shifts in awareness, favorability, consideration, and purchase intent, while Outcomes Lift ties ad exposure directly to behavioral signals such as search queries, site visits, and commerce activity. The ability to connect these two layers within a single measurement suite gives advertisers a complete picture of how campaigns perform across the funnel.
DISQO’s benchmark database, built on data from over 1,750 cross-platform campaigns, adds significant value. According to the company, the average brand sees a 2.3-point lift in purchase intent across its tracked campaigns. This normative context allows advertisers to compare their results against market standards, an edge rarely available in competing measurement tools.
In September 2025, DISQO made a bold move by releasing a free self-serve Brand Lift product for media companies, publishers, DSPs, and retail media networks. This democratizes access to brand measurement, which previously reached fewer than 10% of campaigns industry-wide due to cost and complexity. The move signals DISQO’s ambition to become the default measurement layer across the entire advertising ecosystem, not just for premium-budget campaigns.
Company Overview
DISQO was formerly known as Active Measure and was incorporated in 2015 in Glendale, California. The company raised a total of $98.5 million across two funding rounds, including a Series A in 2018 and a $85 million Series B in August 2021, backed by investors including Bonfire Ventures, ValueStream Labs, and Alpha Edison. As of early 2026, DISQO employs approximately 290 to 320 people globally, with operations across North America, Europe, and Asia.
The company is led by CEO and co-founder Armen Adjemian, who has positioned DISQO at the intersection of market research, consumer data, and advertising analytics.
DISQO’s business model rests on a proprietary opt-in audience of more than 2.3 million US consumers who voluntarily share their opinions, browsing behaviors, purchase journeys, and media consumption habits. This consented first-party data underpins all of the company’s products and is the primary differentiator versus traditional measurement vendors.
DISQO has been recognized by Deloitte’s Technology Fast 500 and Ad Age’s Best Places to Work, and has received ad measurement excellence awards from Digiday and Cynopsis Media. The company has also established data partnerships with major players, including Inscape (VIZIO’s ACR data arm), enabling it to incorporate smart TV viewing data into its cross-media measurement suite as of March 2024.
Revenue grew from $27.4 million at the end of 2023 to approximately $43.4 million by October 2024, with the company serving around 125 named clients, including top-tier brands, media agencies, and market research organizations.
How The Platform Works
DISQO operates as a closed-loop measurement platform that connects ad exposure data with consumer attitudes and real-world digital behaviors. The foundation is the opt-in consumer panel: participants agree to have their online activity passively tracked alongside completing periodic surveys. This dual data stream, behavioral observation plus self-reported sentiment, allows DISQO to measure the true incremental impact of advertising rather than relying on modeled or inferred data.
When a brand runs a campaign, DISQO identifies consumers within its panel who have been exposed to the ads and matches them against a control group of unexposed but otherwise comparable consumers. The difference in brand metrics and behaviors between these two groups represents the lift attributable to the campaign. This exposed-versus-control methodology applies across all media types, including social media walled gardens like Meta and TikTok, where DISQO can track panel members’ exposure even without platform-level access.
Advertiser Onboarding
Advertisers and agencies access DISQO through a combination of self-serve and managed service options. Onboarding steps include:
- Platform access setup: accounts provisioned with dashboard access for campaign tracking and reporting
- Campaign configuration: define target audiences, media channels, flight dates, and measurement KPIs
- Tag or pixel deployment (optional): for deterministic digital exposure capture; for walled gardens, DISQO uses panel-based matching
- Study launch and in-flight reporting: survey waves and behavioral tracking begin; results are available via real-time dashboard
- Post-campaign analysis: final report with normative benchmarking against DISQO’s cross-platform benchmark database
Ad Formats And Placement
- Display advertising: banner and rich media formats across desktop and mobile web
- Native advertising: in-feed and content recommendation placements
- Video: pre-roll, mid-roll, out-stream, and connected TV/OTT video
- CTV and linear TV: measured via ACR data integration with Inscape
- Audio: streaming and podcast ad exposure
- Out-of-home (OOH) and print: measured through panelist self-reporting and geo-based verification
- Social media (walled gardens): Meta, TikTok, YouTube, measured through panelist identity matching
Targeting And Optimization
- Demographic targeting: age, gender, household income, geography, and household composition
- Behavioral targeting: segmentation based on actual browsing, search, and purchase behavior observed within the panel
- Competitor audience targeting: reach consumers who have recently visited or searched for competitor brands
- Custom audience segmentation: screen panelists by real digital behaviors, not just declared profile data
- In-flight optimization: adjust creative, frequency, and channel mix based on real-time lift data
- Custom timeframe analysis: analyze results by media flight dates for precise reporting windows (launched 2024)
Key Differentiators
DISQO’s competitive edge comes from a combination of unique data assets, proprietary methodology, and a product strategy built for a cookieless, fragmented media environment. The following elements set the platform apart from conventional ad measurement and brand tracking solutions.
1. Industry’s Largest Opt-In Consumer Panel
With more than 2.3 million actively opted-in US consumers, DISQO operates the largest direct consumer audience available for ad measurement purposes. Unlike panels sourced from third-party providers or modeled audiences, every DISQO panelist has explicitly consented to having both their opinions and digital behaviors tracked. This scale enables statistical significance on complex, multi-channel studies that smaller panels simply cannot support.
2. Cookie-Free, Identity-Based Measurement
DISQO’s methodology does not rely on third-party cookies or device graphs that depend on probabilistic matching. Instead, it uses first-party identity: known, consented individuals whose ad exposure and behavioral responses can be tracked deterministically. This makes DISQO’s measurement durable against privacy regulation changes and browser-level cookie restrictions, a critical advantage as signal loss accelerates across the open web.
3. Walled Garden Measurement Without Platform Access
One of DISQO’s most distinctive capabilities is the ability to measure campaign performance inside closed platforms such as Meta, TikTok, and YouTube, where third-party measurement is typically blocked. Because DISQO’s panelists are real, identified individuals, the platform can detect their ad exposure within walled gardens through panel-based observation and survey methodology, allowing advertisers to compare cross-platform results objectively rather than relying on each platform’s self-reported metrics.
4. Full-Funnel Brand and Outcomes Lift in One platform
Most measurement vendors focus either on brand outcomes or performance outcomes. DISQO connects both in a single platform, allowing clients to see how advertising shifts awareness, favorability, and intent (Brand Lift) while simultaneously measuring incremental behavioral impact on branded search, site visits, and commerce activity (Outcomes Lift). This unified view supports budget allocation decisions that balance short-term performance and long-term brand equity.
Ideal Use Cases
DISQO is best suited for brands, agencies, and media companies that need credible, cross-platform proof of advertising effectiveness, particularly where standard attribution methods fall short.
- Cross-platform campaign measurement: brands running simultaneous TV, digital, social, and retail media campaigns who need a single, unified view of incremental impact
- Walled garden measurement: advertisers investing significantly in Meta, TikTok, or YouTube who want an independent measurement source outside platform-reported metrics
- Brand safety and lift benchmarking: advertisers needing normative data to evaluate whether their campaigns are driving above or below average brand shifts
- Retail media network validation: RMNs and DSPs seeking to demonstrate brand and performance outcomes to advertisers on their platforms
- Cookie-free transition planning: brands looking for measurement infrastructure that will remain functional as third-party signals continue to erode
- Market research integration: research teams that need behavioral data alongside survey responses to triangulate consumer insights
Target Clients
Advertisers
DISQO primarily serves mid-to-large brand advertisers across verticals including consumer packaged goods, retail, finance, health, and technology. Typical clients are investing significantly in multi-channel media plans and require proof of advertising value that goes beyond clicks and conversions. These brands often work with DISQO alongside their existing attribution and analytics tools, using DISQO’s lift methodology specifically to fill gaps in cross-platform visibility.
Publishers
On the media company side, DISQO serves publishers, DSPs, and retail media networks that need to demonstrate the value of their inventory to advertisers. Since the launch of its free self-serve Brand Lift product in September 2025, DISQO has made this capability accessible to media companies of all sizes, enabling them to deliver brand measurement data as part of their campaign reporting without additional cost barriers. Retail media networks in particular have adopted DISQO’s measurement to bridge the gap between performance data and brand outcomes.