Cint today introduced in-flight outcomes measurement within Lucid Measurement, giving advertisers a single dashboard that connects brand lift to real purchase behavior while campaigns are still running - a capability now in open beta across the United States after a closed testing period with select partners.

The announcement, made on June 17, 2026, addresses one of the most persistent structural problems in campaign measurement: brand lift and sales lift have historically been handled by different vendors, using different methodologies, different sample sources, and different reporting frameworks. The result has been a fragmented picture that forces marketers to manually stitch data together and then translate that patchwork into a coherent story for clients, CFOs, and senior stakeholders.

Cint's new capability is designed to collapse that fragmented workflow into a single in-flight reporting experience. The company is Stockholm-listed on Nasdaq Stockholm under the ticker CINT, and operates programmatic access to hundreds of millions of consumers across more than 130 countries.

What the new capability does technically

The technical foundation of the in-flight outcomes measurement relies on two methodological components working in parallel. The first is an exposed/control methodology - a standard approach in which a campaign audience is split between users who see ads and a control group that does not, with the difference between the two groups used to calculate lift. That exposed/control design drives the brand lift side of the measurement, capturing shifts in consumer awareness, recall, and purchase intent.

The second component introduces behavioral transaction data from Affinity Solutions, Cint's data partner. Affinity Solutions has appeared in other advertising measurement contexts on PPC Land, including Innovid's pixel-free purchase attribution platform, where the company contributed deterministic data drawn from in-store and online credit and debit card transactions. In Cint's implementation, Affinity Solutions' transaction data provides the sales lift signal - connecting ad exposure to actual purchase behavior at the category or brand level.

By running both signals simultaneously and surfacing them inside the same Lucid Measurement dashboard, advertisers can see how brand KPIs and sales KPIs move in relation to each other during a live campaign, rather than waiting for post-campaign reporting to arrive weeks after media has gone dark.

"Outcomes has become one of the most important conversations in advertising, but the term can mean many different things depending on the marketer, platform, or campaign," said Laura Manning, SVP of Measurement at Cint. "The bigger challenge is that brand lift and sales lift have historically been measured in separate workflows, often after a campaign is already over. By bringing those signals together in Lucid Measurement while media is still in flight, we are helping advertisers understand not only whether a campaign changed perception, but whether it influenced action."

From closed beta to open beta

The capability passed through a closed beta period with select customers before today's public announcement. Cint did not disclose the duration of the closed testing phase, but the open beta is now available specifically in the United States. The geographic scope of future rollouts was not specified in the announcement.

Beta participants named at launch include Big Happy, Cognitiv, Roblox, Teads, TripleLift, LG Ads, and WunderKIND Ads - a group that spans gaming platforms, supply-side platforms, streaming TV, and performance advertising. The mix is notable for covering different campaign formats and funnel positions simultaneously, giving Cint varied test conditions across which to validate the dual-signal methodology.

"The future of measurement is not about giving advertisers more disconnected reports; it is about helping them understand which parts of a campaign are influencing perception, action, or both," said Kevin Evers, Managing Director, Measurement at Cint. "By bringing outcomes into Lucid Measurement, we are giving marketers a more practical way to evaluate campaign performance while media is still in market, rather than waiting until after the campaign ends to reconcile separate results."

TripleLift's early access use case

TripleLift is named as one of the first partners to receive in-flight access to Cint's outcomes data. PPC Land has covered TripleLift's measurement development extensively, including its April 2026 launch of TL Spark, an intelligence layer unifying creative, supply, audiences, and measurement. The Cint outcomes integration feeds directly into that measurement layer.

According to Cint's announcement, TripleLift used the solution to generate insights across multiple creatives, targeting tactics, and demand-side platforms within a running campaign. Cint's granular brand and sales lift data identified top-performing placements, enabling optimization decisions while the campaign was still live rather than after it had concluded. The consumer journey tracked in that use case ran from initial ad exposure through to shift in purchase intent and into actual transaction behavior - a fuller arc than either brand lift or sales lift could capture independently.

"As the premier platform for the orchestration era of advertising, TripleLift prides itself on innovative uses of data that allow us to deliver low-friction, high-value experiences for our partners," said Andrea Strum, Research Director at TripleLift. "Our partnership with Cint provides us with the kind of multi-dimensional data that powers those intelligent decisions, and allows us to deliver the outcomes that our customers expect."

The say-do gap and what beta partners highlighted

Several beta partners framed the new capability in terms of a specific measurement problem known as the "say-do gap" - the divergence between what consumers say they intend to do and what they actually do. Brand lift measurement captures the "say" side: does this campaign change what someone reports about their intent to purchase? Sales lift captures the "do" side: did those exposed consumers actually buy more?

"Lucid Measurement's new Sales Lift offering gives us a stronger way to connect reported lift in intent with actual purchase behavior," said Russell Muller, Measurement and Insights Lead at Big Happy. "That connection helps bridge the 'say-do gap' by adding important context around not only what consumers say, but the actions they take after campaign exposure."

Roblox, which has been actively developing its advertising measurement infrastructure as it expands its ad-supported offering, noted that combining brand and sales signals creates a more complete performance view than either metric alone. "Brand lift and sales lift have historically been evaluated separately, but combining those insights creates a more comprehensive view of performance - helping advertisers understand how exposure influences both consumer sentiment and purchasing behavior," said Allison McDuffee, Global Head of Brand Insights and Measurement at Roblox.

WunderKIND Ads and LG Ads, both representing upper-funnel and performance advertising contexts, emphasized the connection to actual business outcomes. "Marketers need a clearer line between brand advertising and business outcomes," said Adam Gendelman, Head of Sales, Supply, and Operations for WunderKIND Ads at Wunderkind. "Cint's outcomes capability helps bridge that gap by connecting brand lift with conversion signals like sales lift, giving advertisers a more complete view of how upper-funnel campaigns drive measurable value."

LG Ads brought the streaming television perspective. "Advertisers are looking for more than campaign metrics," said Ioanna Protogiannis, Senior Director, Measurement & Reporting Solutions for LG Ads. "They want to understand what's working and the impact their investments are having on their business. Bringing brand and sales outcomes together through solutions like Lucid Measurement helps marketers make smarter decisions and invest with greater confidence."

Industry context: a fragmented measurement landscape

The timing of Cint's capability sits within a broader pattern that PPC Land has been tracking across the programmatic advertising sector: a structural push to move measurement away from proxy metrics and toward real business outcomes, with the in-flight delivery of that data becoming a competitive differentiator.

The problem Cint is addressing has become sharper as media budgets grow and accountability demands intensify. Platforms, media owners, and measurement providers each report campaign performance in different ways. Brand lift is typically measured through attitudinal survey research - fielded to panels - while sales lift relies on behavioral transaction data. The two data types have traditionally required different vendor relationships, different data agreements, and different reporting cycles.

PPC Land's coverage of the Basis-Cint partnership, announced on June 16, 2026, documented how Cint has been embedding its brand lift infrastructure inside third-party ad management platforms. That announcement described a pattern where 88 percent of advertisers using Cint's platform reduced the time to launch measurement studies from days to minutes. The outcomes capability announced today extends the ambition further - from faster brand lift alone to simultaneous brand and sales measurement in one interface.

Other competitors have been moving in parallel directions. Vevo named DISQO its preferred brand outcomes measurement partner in May 2026, connecting brand lift and Outcomes Lift across CTV, mobile, and desktop inventory. Nielsen integrated attention metrics with brand and sales lift measurement in late 2024, as PPC Land covered at the time. TikTok and Samba released a box office study in March 2026 showing a 172 percent ticket sales lift, using deterministic transaction matching to connect ad exposure to actual purchases - a similar underlying logic to the Affinity Solutions data in Cint's implementation.

The retail media sector has been confronting the same siloed attribution problem from a different angle. A report from Incremental published this week found that upper-funnel digital campaigns frequently drive sales at retailers other than the one running the ad, and that last-touch attribution systematically understates ROI, in some cases by a factor of three to five. That structural measurement disconnect - upper-funnel spend generating lower-funnel outcomes that no single report captures - is precisely the gap Cint's new capability is designed to close, at least within campaign-level measurement.

Most marketers waste an estimated 11 percent of media budgets on bad optimization signals, according to an Affinity Solutions report covered by PPC Land in May 2026. The same data showed that 75 percent of respondents said they were satisfied with their measurement tools - yet the same pool broadly suspected those tools were reporting false positives. Connecting attitudinal signals to behavioral transaction data, as Cint is attempting with this launch, is one approach to reducing that false positive rate.

Where Lucid Measurement now stands

Lucid Measurement has been Cint's primary advertiser-facing measurement product. The platform previously supported real-time brand lift studies, with in-flight daily data delivery across metrics like brand awareness, ad recall, and purchase intent. In August 2025, Cint added Luci, an AI companion embedded in the platform that allows users to interrogate their brand lift data through a conversational interface rather than manually pulling reports.

Today's outcomes capability adds a new data layer: behavioral transaction data from Affinity Solutions, brought into the same dashboard alongside the attitudinal survey data that brand lift has always relied on. The combination creates a dual-signal view that the company describes as connecting upper-funnel campaigns to lower-funnel outcomes within a single reporting experience. Customers can identify which media tactics drive attitude shifts, which drive behavioral outcomes, and which drive both.

"Measurement should make decision-making easier, not more complicated," said Patrick Comer, CEO at Cint. "By integrating outcomes into Lucid Measurement, we are building on Cint's strength in brand lift and giving advertisers a more connected way to understand campaign impact while media is still live. This is an important step in our measurement strategy and a major advancement for marketers looking to bridge the gap between brand investment to real business results."

The capability is currently available for open beta testing only in the United States. No pricing details, minimum spend thresholds, or timeline for general availability have been disclosed by Cint.

Why this matters for the marketing community

The fragmented measurement problem Cint is targeting is not new. What makes this particular launch notable for marketing and media planning teams is the timing of data delivery - in-flight rather than post-campaign - and the consolidation of two previously separate data streams into a single interface.

Historically, an advertiser running a brand campaign would engage one measurement vendor for a brand lift study, wait for post-campaign survey results, and separately review sales data from a different partner or retailer, on a different timeline. Reconciling those two data streams required manual effort and often produced inconsistent conclusions, particularly when the time windows, sample populations, and methodologies differed.

Cint's approach collapses those steps into a single product used during the campaign. If it functions at scale as described in the beta, the operational implication is that media teams could identify underperforming placements, creative executions, or targeting tactics and make adjustments before the campaign ends - rather than applying those learnings to the next campaign cycle. Whether the beta phase results hold at general availability, and across a wider range of advertiser categories beyond those represented in the current partner set, remains to be seen.

Timeline

  • August 18, 2025 - Cint launches Luci, an AI companion integrated into Lucid Measurement, enabling natural-language access to brand lift study data in real time.
  • January 6, 2026 - DAX US and DISQO partner to bring brand lift measurement to every audio campaign across the DAX portfolio, reaching more than 108 million listeners. PPC Land coverage
  • January 12, 2026 - PPC Land documents the industry's structural shift toward business outcomes as the primary campaign measurement standard for 2026. PPC Land coverage
  • May 14, 2026 - illumin embeds Cint's self-serve brand lift measurement directly into its programmatic campaign setup workflow, reporting a 90 percent reduction in study launch time. PPC Land coverage
  • May 15, 2026 - Affinity Solutions publishes data showing that 75 percent of marketers express satisfaction with their measurement tools while simultaneously suspecting those tools produce false positives; PPC Land reports that 11 percent of media budgets are estimated to be wasted on poor optimization signals. PPC Land coverage
  • May 20, 2026 - Vevo names DISQO its preferred brand outcomes measurement partner in the US, connecting brand lift and Outcomes Lift across CTV, mobile, and desktop inventory. PPC Land coverage
  • June 15, 2026 - Incremental publishes a report finding that siloed last-touch attribution understates the ROI of upper-funnel retail media campaigns, in some cases by a factor of three to five. PPC Land coverage
  • June 16, 2026 - Basis integrates Cint's Lucid Measurement platform natively into its omnichannel campaign workflow, enabling brand lift studies to launch simultaneously with campaign activation. PPC Land coverage
  • June 17, 2026 - Cint introduces in-flight outcomes measurement within Lucid Measurement, combining brand lift and sales lift - powered by Affinity Solutions transaction data - into a single in-flight dashboard. Open beta begins in the United States. Beta partners include Big Happy, Cognitiv, Roblox, Teads, TripleLift, LG Ads, and WunderKIND Ads.

Summary

Who: Cint, the Stockholm-listed measurement technology company (Nasdaq Stockholm: CINT), with beta partners including Big Happy, Cognitiv, Roblox, Teads, TripleLift, LG Ads, and WunderKIND Ads.

What: Cint introduced in-flight outcomes measurement within its Lucid Measurement platform, combining brand lift - measured via exposed/control survey methodology - and sales lift - measured via behavioral transaction data from data partner Affinity Solutions - into a single in-flight reporting dashboard. The capability lets advertisers see how both attitudinal and behavioral KPIs shift during a live campaign.

When: Announced June 17, 2026, following a closed beta with select customers. Open beta testing in the United States begins today.

Where: The capability is available in the United States only as of the open beta launch. Cint operates a global network across 130-plus countries, but geographic expansion for this specific feature has not been announced.

Why: Brand lift and sales lift have historically been measured by separate vendors using different methodologies, sample sources, and reporting cycles, forcing marketers to manually reconcile disconnected data after campaigns have already ended. Cint's in-flight outcomes measurement is designed to consolidate those separate workflows into one real-time dashboard, enabling mid-campaign optimization decisions based on both consumer attitudes and purchase behavior rather than waiting for post-campaign reconciliation.