Partners Call Time on Walled Garden Self-Reporting

Global brand lift measurement company On Device has teamed up with digital usage data company RealityMine to enhance its social media brand lift studies for ads on services such as TikTok, Facebook and Instagram - promising independent measurement of social media consumption.

On Device provides cross-media brand lift measurement to advertisers, planners and publishers, helping them to enhance future campaigns and optimise their media investment. The company was established in 2009 by former M:Metrics execs Alistair Hill (pictured) and Tim Cleminson. The firm is working with RealityMine, whose privacy-safe and GDPR-compliant RealityMeter technology is deployed on Android, iOS and desktop devices by research companies and panel owners worldwide.

The integration of RealityMeter technology into On Device's consumer app allows the latter's suite of products, including social media brand lift and cross-media brand lift, to offer 'precise measurement behind walled gardens, capturing accurate passive social media consumption'.

The partners says the launch marks a pivotal moment for the industry, 'ending the era of walled-garden social media companies grading their own performance and paving the way for reliable, independent advertising effectiveness measurement that brands can trust'.

'Our unique approach to brand lift is built around the importance of passive exposure measurement' says On Device CEO Hill. 'These new insights into social ad consumption will help brands better navigate the complex world of social media measurement by monitoring real consumers across multiple social platforms'. RealityMine CEO Chris Havemann adds: 'Our RealityMeter technology captures what real people do on their digital devices across the app & web universe. We are excited to partner with On Device to help achieve the objectives of advertisers, agencies, and social media platforms by delivering greater transparency and accountability in campaign measurement via our privacy-compliant social advertising data'.

Web sites: www.on-device.com and www.realitymine.com .