Introduction
In the world of marketing and media measurement, every dollar counts. Budgets are under scrutiny, and teams at brands and agencies alike are under immense pressure to deliver results faster, while making smarter decisions for their organizations and their customers.
Rising to the challenge of doing more with less and taking advantage of real-time brand lift studies to help advertisers thrive in periods of uncertainty formed the basis of a recent episode of Behind the Numbers, a podcast produced by forecasting specialists EMARKETER.
In early June 2025, Director of Product Management at Cint Stephanie Gall joined a panel featuring Senior Analysts Evelyn Mitchell-Wolf and Max Willens, alongside EMARKETER’s Senior Director of Podcasts and host Marcus Johnson, to discuss how advertisers have found themselves going from navigating uncertainty to navigating whiplash.
Watch the recording in full below, or read on to get the lowdown on how to make better campaign decisions in periods of flux.
Doing it yourself
In advertising, time is of the essence. Customers want to be able to give life to brand lift data — such as a trackable lift in message association or consideration — before the post-campaign analysis.
To that end, 2024 saw Cint launching a tool that gives eager audiences the chance to set up studies in practically no time at all.
“We’ve further empowered our customers with a do-it-yourself option,” Gall said, referring to Study Creator, an innovative tool within Lucid Measurement by Cint, that lets users set up and launch brand lift studies in minutes.
“Customers have really responded positively to the ability to just go in and, within a few minutes, set up a brand lift study,” said Gall. “It’s empowering and brings price efficiency at a time when budgets are tightening.”
Rather than having to go back and forth with vendors, customers using Study Creator can set up a brand lift study and get it launched as soon as they need it up and running. Doing so allows them to gather those all-important additional insights that drive data-led decision making, allowing for increased in-flight campaign optimization.
Right here, right now
As the Director of Product Management for Cint’s measurement and data solutions products, Stephanie Gall knows a thing or two about helping brands and marketers measure the impact of advertising through attitudinal brand lift.
“Advertisers want to know if they’re making the right investment decision,” Gall said during the podcast. “They can’t afford to wait until a campaign ends to know what creative was most effective or which platforms had the most impact.”
That kind of agility is critical, and marketers increasingly need to make strategic pivots while campaigns are still live—not after.
“Advertisers want to know if they’re making the right investment decision, They can’t afford to wait until a campaign ends to know what creative was most effective or which platforms had the most impact.”

Stephanie Gall
Director of Product Management, Cint
Looking ahead
As tends to happen in 2025, the conversation turned toward AI, and specifically how Cint uses machine learning and automation as part of its media measurement tools.
“We’re continuing to utilize AI to pull insights out from the data that we have. We have a really rich data set: Thousands of campaigns, hundreds of thousands of data points. And so our goal is to harness the power of all of that data, to provide both insights on the campaign level, but also contextual insights, trends that we’ve seen over time,” Gall said. “It’s really a data set that lends itself well to using a large language model.”
“We’ve really focused on attitudinal brand lift, but we know that there’s a desire to understand, not just the answers to questions, but also how consumers are behaving, what actions they are taking,” said Gall. And finding ways to build that into our product suite that provides the most value to our customers. And that maybe we can uniquely deliver, given our scale and our ability to reach a lot of human respondents.
Conclusion
Head here to find out more about Lucid Measurement and how you can start maximizing ad campaign impact with real-time measurement today.