Trevor Testwuide Archives

A scale with the letters AI on one side and a pencil and ruler on the other. The pencil and ruler represent the concept of measurement and precision

Measured Has A New Tool That Lets Marketers Chat With Their Incrementality Data

BY Allison Schiff// May 28th, 2026

Media measurement provider Measured launched an MCP integration that allows brands to ask ChatGPT, Claude, Gemini and other AI platforms how their media is performing.

incrementality measurement

Measured’s Revamped Platform Blends Automation, Incrementality And MMM

BY Allison Schiff// March 26th, 2024

If you’re playing buzzword bingo, your card’s about to fill up, because this article covers automated incrementality testing, causal measurement and full-funnel MMM.

OPINION: Data-Driven Thinking

Geo-Testing Deserves A Comeback

BY AdExchanger Guest Columnist// August 23rd, 2021

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is by Trevor Testwuide, CEO and Co-Founder, Measured. With less customer tracking and online data collection, advertisers are rethinking their ad targeting and attribution methods. The time has come to revisit a measurement approach […]