GBS is a trusted partner to ad platforms for first-party and third-party measurement, technology, and strategy.
Our founding team are big-platform measurement executives and marketing science leaders. We have built marketing science teams, products, ecosystems, and research at the platforms that define the category.
Advertisers are demanding advanced measurement. Done right, it unlocks budget. Done wrong, it craters growth.
We answer questions like these every day for our clients, which include some of the top ad platforms.
Where we plug in depends on your platform and priorities. A few of the ways we help, all grounded in science.
GBS designed the specs for a CAPI, an event-attribution stack, and a first-party intent-to-treat incrementality methodology, all built to fit seamlessly into the client's complex, multi-ad-server stack. We worked directly with their technology partners and internal teams to keep everything functioning as the business evolved.
We designed a complex attribution system for digital out-of-home, drawing on first- and third-party identity assets, geo-location, and novel bluetooth device-recognition technology. We charted the potential measurement-partner landscape and devised a geo-incrementality approach to demonstrate outcomes lift for performance advertisers.
GBS operates as an ongoing incrementality partner for a top CTV platform, running bespoke lift tests that specialize in the edge cases measurement SaaS cannot easily cover. We also act as measurement-product advisors, helping navigate strategic challenges in mobile attribution and first-party incrementality.
Our team filled marketing-science talent gaps for a global communications platform. We scaled research across brand-measurement vendors, automated the brand-lift testing process, and ran campaign measurement for the client's advertisers.
GBS devised a novel approach to measuring the incrementality of influencer campaigns for a top content-creator platform. We demonstrated statistically significant lift across a range of campaigns, stratified by advertiser type, and designed a framework to accurately model exposure data for export into client MMMs.
Eng-ready PRDs, working prototypes, and the strategy behind them. We build, for you and with you.