# Measure Protocol

> Measure Protocol is a behavioral data company capturing what people do on their devices, not what they say they do. It's permissioned data lake holds 2.3 trillion behavioral signals across Google, Meta, TikTok, Amazon, ChatGPT, and other closed platforms. This cross-platform visibility powers Measure Data, Measure Outcomes, Measure Predict, and Measure Labs, serving media companies, brands, and analytics teams including Google, Meta, Netflix, and the UK’s three largest commercial broadcasters through Project Lantern.

## Core pages
- [Measure Protocol](https://www.measureprotocol.com/): Homepage with product overview, capabilities, and FAQ.
- [Insights](https://www.measureprotocol.com/insights): Articles on measurement, media, and marketing analytics.
- [Articles](https://www.measureprotocol.com/articles): All insight articles, newest first.
- [Reports](https://www.measureprotocol.com/reports): Research reports and slide decks.
- [About](https://www.measureprotocol.com/about): Company background and team.
- [Contact](https://www.measureprotocol.com/contact): Get in touch with Measure.

## Products
- [Measure Data](https://www.measureprotocol.com/data): Permissioned behavioral streams, models for journeys and personas, multi-touch outcomes, and delivery into your BI and research workflows.
- [Measure Outcomes](https://www.measureprotocol.com/outcomes): Multi-touch TV and video outcomes: exposures linked to search, scroll, social, browse and purchase—beyond single-tag web or retailer metrics.
- [Measure Predict](https://www.measureprotocol.com/predict): Behavior-first GenAI, search and app visibility: usage mapping, intent classification, journey links and scoring—beyond classic search or on-site analytics alone

## Insights
- [Is AI Creating a Blind Spot in Customer Journey Analytics?](https://www.measureprotocol.com/insights/is-ai-creating-a-blind-spot-in-customer-journey-analytics): AI assistants can add another layer to the consumer journey that conventional customer journey analytics may not capture. Explore how missing AI interactions can create blind spots, why visibility alone is not enough, and how permissioned behavioral data can help insights teams examine discovery, consideration and decision-making across platforms.
- [What Should a Customer Intelligence Platform Measure as AI Reshapes How Consumers Discover, Compare and Buy?](https://www.measureprotocol.com/insights/what-should-a-customer-intelligence-platform-measure-as-ai-reshapes-how-consumers-discover): AI is changing how consumers discover, compare and research products, making it harder for insights teams to rely on a single channel or source of evidence. Explore how a customer intelligence platform can connect observed behavioral data across AI, search, apps and other environments to identify changing journey patterns, test existing assumptions and understand where current research may leave gaps.
- [What Is Predictive Consumer Analytics and How Can It Help Businesses Anticipate Consumer Behavior?](https://www.measureprotocol.com/insights/what-is-predictive-consumer-analytics-and-how-can-it-help-businesses-anticipate-consumer): Predictive consumer analytics helps businesses look beyond what has already happened by identifying patterns that may indicate what is becoming more or less likely. Explore how predictive signals, permissioned behavioral data and wider market evidence can help teams anticipate changes, test assumptions and make better-informed decisions.
- [Why Customer Journey Marketing Should Test Assumptions Against Observed Behavior](https://www.measureprotocol.com/insights/why-customer-journey-marketing-should-test-assumptions-against-observed-behavior): Learn how customer journey marketing uses observed behavior to test assumptions, reveal cross-channel activity and support better marketing decisions.
- [The Millennial Parent Market](https://www.measureprotocol.com/insights/millennial-parent-kids-family-market-report): Millennial parents apply the same research intensity to buying a toy as they do to buying trainers for themselves. Here's what behavioural data reveals about the most scrutinised category in consumer spending.
- [How Do Brand Preferences Change After Having a Baby?](https://www.measureprotocol.com/insights/how-brand-preferences-change-after-having-a-baby): Predict's cross-purchase data maps the new-parent brand reset: which brands consumers quietly drop in the first six months, which categories they enter for the first time, and which non-baby brands capture new-parent spend at up to 7× the panel average.
- [Gucci vs. Saint Laurent: Buying Guide](https://www.measureprotocol.com/insights/gucci-vs-saint-laurent-buying-guide): Gucci vs. Saint Laurent: how creative direction shifts have divided—and united—the same luxury shopper, what search data reveals, and which brand to buy.
- [Glossier vs Rhode: Minimalist Beauty's Brand Battle](https://www.measureprotocol.com/insights/glossier-vs-rhode-brand-comparison): Glossier built the playbook. Rhode rewrote it. Here's what behavioural data reveals about two minimalist beauty brands fighting for the same bathroom shelf and the same generation of consumer.
- [What Do Consumers Search For in the First 30 Days After Getting Their First Credit Card?](https://www.measureprotocol.com/insights/first-credit-card-search-behavior-30-days): Measure Predict panel data on how new credit access reshapes consumer search: the luxury and aspirational brands that surface first, the categories that convert fastest from search to purchase, and the retailers that win the first wave of spending.
- [What Does the Erewhon Smoothie Consumer Buy When They're Not at Erewhon?](https://www.measureprotocol.com/insights/erewhon-smoothie-consumer-cross-purchase-brands): Predict behavioral data on what the Erewhon smoothie consumer buys everywhere else — grocery delivery platforms, mass-retail cross-shopping, and the full picture of a meticulously assembled wellness lifestyle.
- [Duolingo vs Babbel: Who Is Actually Paying for Each Language Learning App?](https://www.measureprotocol.com/insights/duolingo-vs-babbel-who-pays-language-learning-app): Predict behavioral panel data reveals who pays for Duolingo vs Babbel: Duolingo owns a young, massive, habit-driven audience, while Babbel converts older, higher-income professionals at more than twice the rate. Cross-purchase data shows Babbel's users are largely a subset of Duolingo's.
- [Diesel vs Dsquared2: Brand Comparison & Buying Guide](https://www.measureprotocol.com/insights/diesel-vs-dsquared2-brand-comparison-buying-guide): Diesel and Dsquared2 once defined premium denim. Here's how their audiences, pricing, and brand trajectories compare — and which is worth buying today.
- [Inside the COS Consumer](https://www.measureprotocol.com/insights/cos-consumer-brand-deep-dive): Behavioral data reveals who really shops COS, how the brand fits the H&M Group without cannibalizing it, and what cross-purchase patterns say about minimalist fashion's most consistent audience.
- [Byredo vs Diptyque: Who Is Actually Buying These Brands — and Why](https://www.measureprotocol.com/insights/byredo-vs-diptyque-consumer-comparison): Byredo and Diptyque occupy the same shelf — but they're winning completely different consumers. Here's what separates the buyer, the motivation, and the discovery path for each brand.
- [Byredo vs Diptyque: Who Is Actually Buying These Brands — and Why](https://www.measureprotocol.com/insights/byredo-vs-diptyque-who-is-actually-buying-these-brands-and-why): Byredo and Diptyque occupy the same shelf — but they’re winning completely different consumers. Here’s what separates the buyer, the motivation, and the discovery path for each brand.
- [Which Brands Are Winning the Cost-Conscious Consumer in 2026?](https://www.measureprotocol.com/insights/brands-winning-cost-conscious-consumer): Predict behavioral data reveals which value brands — e.l.f., SHEIN, Trader Joe's, IKEA — are capturing shoppers who are spending less but still care deeply about what they buy.
- [Which Brands Lose Consumers Forever vs. Temporarily? Predict Data on Permanent Brand Exit vs. Temporary Lapse in Fashion, Beauty, and Lifestyle](https://www.measureprotocol.com/insights/brands-that-lose-consumers-forever-vs-temporarily): Predict panel data separates permanent brand exits from temporary lapses across fashion, beauty, and lifestyle: which brands lose consumers for good, the search signals that precede an exit, and the behaviors that show a lapsed customer is still winnable.
- [Which Brands Convert Above Their Search Share? Purchase-to-Search Ratio Data (2024–2025)](https://www.measureprotocol.com/insights/brands-that-convert-above-their-search-share): Predict panel data ranks brands by purchase-to-search ratio on Amazon and Walmart. Amazon private labels and e.l.f. Cosmetics convert far above their search weight, while entertainment franchises like Wicked are searched up to 35× more than they're bought.
- [Which Brands Appear in Search History Before a First Luxury Purchase?](https://www.measureprotocol.com/insights/brands-in-search-history-before-first-luxury-purchase): Predict behavioral panel data on the six months before a first luxury purchase: the gateway categories that prime the buy, the brands that dominate the research window, and the last-touch signals before consumers cross the luxury threshold.
- [Which Brands Do Consumers Search For After Leaving a Competitor's Website?](https://www.measureprotocol.com/insights/brands-consumers-search-after-leaving-competitor-website): Predict panel data maps what consumers do after bouncing from a brand's site: over half go straight to search, second-choice brands split into clear competitive clusters, and search-driven visits convert at up to 1.9x the rate of browsing.

## Reports
- [Behavioural Podcast Measurement: Three Things Survey Data Can't See](https://www.measureprotocol.com/reports/behavioural-podcast-measurement-three-things-survey-data-can-t-see): Behavioural data validates podcast audience skew, measures hours per listener, and scales to the long tail — three things survey methodology cannot do.
The "three things" framing is doing the work here: it telegraphs the article's structure (your three sections — skew, loyalty, long tail), it sets up a clear extractable claim for AI search engines, and it lands the survey-vs-behavioural argument without naming a competitor in the headline.
- [Retail Leakage: The 30-Minute Cross-Platform Window Walled Gardens Cannot See](https://www.measureprotocol.com/reports/retail-leakage-the-30-minute-cross-platform-window-walled-gardens-cannot-see): A 30-minute leakage window quantifies how often high-intent shoppers leave a retailer for a competitor. Invisible to walled gardens. Measurable in panel data.
- [21% of ChatGPT Conversations Show Commercial Intent: Four Usage Patterns Identified](https://www.measureprotocol.com/reports/21-of-chatgpt-conversations-show-commercial-intent-four-usage-patterns-identified): Measure Protocol data shows 21.6% of ChatGPT interactions carry commercial intent, with 7.1% showing high purchase intent. Business finance (34%) and product comparison (28%) lead.

## Optional
- [Privacy policy](https://www.measureprotocol.com/privacy): Privacy policy and data handling.
- [Terms of use](https://www.measureprotocol.com/terms): Website terms of use.