Welcome to ExtraMile by YourTechDiet, a Q&A series where industry leaders share their expertise, insights, and visions shaping the tech landscape.
Today, we are thrilled to have Trevor Testwuide, CEO and Co-Founder of Measured, a company revolutionizing how brands measure and optimize their ad spend. With over a decade of experience in marketing measurement, Trevor has helped brands understand the true impact of their media investments, reducing waste, scaling smarter, and driving real growth.
In this interview, Trevor shares why Measured’s mission is all about making incrementality testing accessible, not for big brands, but for every marketer. How Measured helped a major skincare brand increase revenue by USD 10 million by shifting its strategy.
Whether you are a marketer or a business leader seeking to maximize ROI, this discussion is full of actionable insights. So, let’s get started!
Hello Trevor, it’s great to have you here!
1. Measured’s motto is “making media incrementality accessible to all.” What was the inspiration behind this mission?
Ans. In today’s marketing landscape, brands need more than just data — they need clarity. That’s where Measured stands apart. There’s no substitute for experience when tackling the toughest measurement problems, and Measured has been leading the way for nearly a decade helping top brands, big and small, understand what’s truly driving growth.
At Measured, our mission is simple: Help brands harness the power of incrementality measurement for media optimization to make their marketing more effective and efficient so they can drive real, meaningful growth. With the right measurement, brands can cut waste, scale spend, and invest with confidence.
2. You have helped brands to optimize over USD 10 Billion in ad spend. Can you tell us a story where the company’s platform changed a client’s strategy in a surprising manner?
Ans. We have many impressive success stories to share across the Measured portfolio of leading brands. The one that comes to mind at the moment is the longstanding partnership we’ve had with Dermalogica, the #1 professional skincare brand under the Unilever umbrella.
Their marketing team struggled to validate the true efficiency of their cross-funnel media investments, and their CEO, Aurelian Lis, needed to prove that media spend was delivering a positive contribution margin to the business above their targets so he could empower his team to continue to do what they do best: sell Dermalogica products.
By leveraging our cross-channel dashboard, geo testing, and competitive benchmark reporting, and as a result of their team’s rigorous testing and optimization approach, Dermalogica was able to increase spend by 97%, increase incremental ROAS by 24%, and drive an additional $10M in incremental revenue in 2024.
We’re having a webinar with Dermalogica on April 16 for a deep dive on how we helped them move beyond outdated attribution to realign their approach to growth. So please tune in: https://info.measured.com/unlocking-business-growth-dermalogica-webinar
3. Incrementality measurement seems complicated, but your platform makes it easy. How would you describe it to a small business owner who has never even heard of it?
Ans. All marketers need a “north star” media performance metric they can trust across all channels. But too many marketers are anchored on flawed approaches. Incrementality testing helps marketers understand which media spend is actually driving conversions, versus what would have happened without media. Instead of relying on last-touch attribution — where ad platforms take credit for every conversion they touch — incrementality testing isolates the true impact of an ad.
Here’s how it works: A control group sees the ad, while a test group doesn’t. By comparing conversion rates between the two, marketers can measure the real lift caused by the ad. If the control group converts at 3% and the test group at 1%, only two-thirds of those conversions were truly influenced by the ad.
Why is this important? Ad platforms often over-report their impact, leading brands to overspend on campaigns that might not be working, especially in the lower funnel. Incrementality testing cuts through the noise, and that’s why leading marketers rely on Measured’s automated, scientifically backed incrementality testing to make data-driven decisions with confidence and maximize ROI.
4. Measured recently joined forces with Comcast’s Universal Ads. What are you most looking forward to about this partnership?
Ans. Brands buying premium video across the Universal Ads platform will be able to get valuable, neutral performance insights into their campaigns and improve their overall media strategy using our platform. By working closely with Universal Ads, we are furthering our mission to provide the most advanced incrementality measurement and optimization solutions across all channels, redefining the modern measurement playbook for all advertisers.
5. As you handle so much data, how do you ensure the privacy and security of customers’ information? What steps do you take to build trust?
Ans. Trust is the foundation upon which Measured operates. Built for the privacy era, we don’t take in and store sensitive PII data. Measured’s platform architecture is built to ensure privacy and security, and we’re SOC2 Type2 and ISO27001 compliant, as we work with many enterprise brands.
6. The company’s platform uses advanced technologies like AI and automation to help marketers make smarter, data-driven decisions. Here is how these technologies work and the challenges involved in combining them.
Ans. AI is becoming an increasingly important tool in the modern marketer’s tech stack, and it’s most effective when fully integrated into their day-to-day workstreams. Measured has a rich history of using AI to provide the most accurate media measurement and optimization. One example of where we leverage AI is with deep machine learning to automate the market selection process when designing geo-based incremental lift tests. By running over 100,000 simulations for every test, our AI is able to predict your media performance with 99% accuracy and detect outliers before you even run the test.
7. You have been described as “competitive yet consultative.” How do you manage to push the limits while also hearing what clients need?
Ans. Marketing is constantly evolving, but one thing remains true: better measurement leads to better decisions. That’s what drives me every day — helping brands cut through the noise and maximize their impact with real, actionable insights.
8. Measured won a 2024 Deloitte Fast 500 award. What is one “behind-the-scenes” insight into growing the company since 2017?
Ans. Besides attributing this win to strong revenue growth and Measured continuing to pioneer innovation as the industry’s most trusted incrementality measurement and optimization platform – I think the big insight for us is the success of our triangulated measurement methodology, which calibrates Media Mix Modeling with incrementality testing and platform attribution data to deliver a single source of truth for full portfolio measurement. This empowers today’s top marketers with a more advanced way of measuring the full impact of their entire media mix.
9. Technology plays a big role in Measured’s platform. How does it help your customers make better decisions, and what challenges did you face while integrating these tools?
Ans. Many brands show up at our door frustrated, burning through resources, time, and money to get their in-house media measurement to produce reliable, unbiased results.
Methodology is the foundation of quality performance measurement, and it can be difficult to identify which path is best for your brand. Integrated triangulation, as opposed to simply comparing the results of multiple methods, is the best solution for marketers today in the privacy era, as it ensures you have a comprehensive, agile, and accurate single source of truth, helping your brand use marketing to drive business outcomes.
Google and Facebook may be pitching the importance of triangulation, but integrating multiple measurement methods to achieve “north star” media performance metrics across a full-funnel media mix is extremely difficult.
Triangulation done correctly requires advanced analytics expertise, and there are many steps to integrating data, modeling, and analytics and weighting them appropriately. This is the answer to consistently landing on a single source of truth.
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