On Device Has Launched Brand Lift Data API
The new API links survey responses to specific ad impressions for enterprise brand lift partners worldwide.
Updated on Oct. 6, 2026 in Advertising
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On Device has released its Brand Lift Data API, which provides global enterprise partners with log-level data connecting survey responses directly to ad impressions. This launch follows a period of closed beta testing.
Why it matters
The API launch addresses a growing demand among marketers to move beyond standard measurement reports, allowing for more precise data utilization.
The Brand Lift Data API facilitates log-level data tracking for enterprise partners compared to the static measurement reports used in previous versions. Specific adoption targets for the first fiscal year remain unknown.
The players
On Device
On Device is a data and measurement company focused on providing actionable insights for the advertising industry.
GumGum
GumGum is an advertising technology company that specializes in attention-based solutions and brand intelligence.
The details
The technology allows users to feed channel-level data into existing marketing mix modeling frameworks. Additionally, the ad intelligence platform GumGum has already integrated these API capabilities into its Attention Lift solution.
Timeline
October 6, 2026: On Device announced the Brand Lift Data API launch.
Market Landscape
This release reflects the broader industry shift toward granular measurement as brands move away from traditional, less precise reporting tools. It positions On Device to compete more effectively by enabling deeper integration with specialized solutions like those offered by GumGum.
For marketers, this new API provides the ability to bridge the gap between abstract ad impressions and concrete consumer feedback. It allows teams to refine their marketing mix models with higher fidelity, potentially leading to more efficient budget allocation.
The takeaway
The move underscores the growing necessity for high-precision data connectivity in digital advertising. Companies seeking better visibility should focus on integrating log-level metrics into their existing marketing mix frameworks.
Further reading
Learn more about the evolving ecosystem of ad performance and metrics in the Advertising section.
Live Poll
Do you trust that increased transparency in advertising data leads to better results for businesses?
