DISQO

DISQO operates a cross-platform advertising effectiveness measurement platform built on deterministic, person-level identity, in which each tracked ad impression is tied to a real individual. The platform captures ad exposures through a mix of tags, direct platform integrations, and tagless technology, covering connected TV, linear TV, digital display, mobile, programmatic, streaming audio, podcast, and social channels. It measures brand outcomes such as awareness, familiarity, favorability, consideration, and purchase intent, alongside performance outcomes including branded search, site visitation, and category exploration, applying one consistent methodology across channels so that media can be compared on a like-for-like basis.

The company's core products are Brand Lift, which measures shifts in consumer attitudes, and Outcomes Lift, which measures incremental impact on search and site visitation. Reporting is delivered through dashboards with near real-time results and exportable reports, allowing mid-flight campaign optimization, and includes views into creative, placement, channel, partner, audience, and ad frequency effects. DISQO also publishes industry research, including State of Advertising, State of Programmatic Measurement, and full-funnel ad effectiveness benchmarks reports, plus client case studies.

Earlier in its history the company positioned itself as a consumer insights platform, combining cloud-based measurement software and research APIs with a large first-party consumer panel whose members opt in to share opinions and behaviors with brands.

Founding story

According to co-founder and CEO Armen Adjemian, the founders observed that marketers needed ethically sourced, higher-quality consumer insights as media consumption fragmented across devices, applications, e-commerce, and walled gardens, and that decisions made on poor data wasted marketing investment. Adjemian, Armen Petrosian, and Drew Kutcharian set out to build a consumer-centric first-party data platform, recruiting a panel of people willing to share their opinions and behaviors with brands.

Business model

DISQO sells measurement software and insights to brands, agencies, and media companies. Historically it also provided research APIs used by market research firms. In September 2025 it introduced a free self-serve brand lift product for media companies, positioned to let sellers scale measurement across advertiser relationships without added cost, alongside its paid enterprise measurement offerings.

Software and measurement services sold to advertisers, agencies, media companies, and market research firms; the brand lift product for media companies is offered free of charge.

Traction

As of August 2021 the platform powered consumer insights for over 175 blue-chip brands, over 125 of the world's largest market research firms, and 35 leading advertising agencies, and the company had more than 300 team members. In December 2020 the company reported over 10 million audience members in its panel and said it had doubled in size in 2018.

Latest developments

In September 2025 DISQO launched a free self-serve brand lift measurement product for media companies, featuring AI-powered automated insights and human onboarding support. In July 2026 it announced AI Search Lift, which it describes as the first product to measure the incremental effect of advertising on LLMs and AI discovery. Recent published content covers podcast full-funnel measurement, incrementality as a complement to MTA and MMM, and the evolution of brand lift measurement.