Measurement has long been one of advertising’s biggest frustrations. Marketers invest across multiple channels, yet proving what actually drove outcomes remains difficult, especially when platforms still report results in isolation.
That is the challenge ViewersLogic is aiming to solve. The company has built a single-source panel that tracks media exposure and consumer behaviour across channels, giving brands and agencies a fuller view of what happens before, during and after a campaign.
NDA sat down with Ronny Golan, CEO and Co-Founder of ViewersLogic, to discuss why siloed measurement is failing modern marketers, why TV still matters more than some assume, and how AI and LLMs could create the next frontier in attribution.
What problem is ViewersLogic trying to solve?
The core issue is that media is still measured in silos. If each platform only measures itself, you inevitably get distorted results.
You might think all performance came from the last mobile click, when in reality the customer journey was shaped by multiple touchpoints.
Our goal is to help brands see the entire journey. We started as a measurement company, but once you have this level of data, many more use cases emerge.
What do you mean by single-source measurement?
Single source has been seen as the holy grail of the industry for decades. It means measuring media exposure and behavioural outcomes on the same people.
We have a UK panel of 10,000 people who install our app. With consent, we can understand what media they are exposed to across linear TV, YouTube, TikTok, Facebook, Instagram and the open web, then compare that with what they actually do afterwards.
That includes site visits, app usage, searches, store visits and purchases, both online and offline.
The app works passively in the background. For television, we connect through device APIs in a similar way to a remote-control app. When a viewer changes channel, we receive that signal.
The key point is transparency. Users know exactly what the app does, and they are compensated for sharing their data.
Why is this useful for marketers?
Because it lets you measure incrementality properly.
We can show the sales, visits or searches that happened because of a campaign, not just activity that would have happened anyway. We compare exposed and non-exposed audiences, then calculate the uplift created by advertising.
That means brands can move beyond vanity metrics and focus on genuine business outcomes.
One campaign for a CPG company initially appeared to have little impact. During the campaign window, uplift was negligible.
But when we extended the measurement period to three months after the campaign ended, the impact became clear. Consumers do not see a toilet paper advert and instantly buy. They purchase when they next need the product.
That delayed effect is often missed in traditional measurement models.
What does this reveal about channel performance?
One major lesson is that last-click models can be highly misleading.
A brand may think Facebook is driving all conversions and decide to reduce TV investment. But we often see that people who click digital ads were exposed to significantly more TV advertising beforehand than the average consumer.
TV primes the audience. The digital ad may close the loop, but it is not working alone.
So TV remains important?
Very much so. Our data consistently shows that TV has the lowest diminishing returns of any platform. It can absorb larger budgets more effectively than many digital channels.
We have also found that peak-time TV often outperforms cheaper daytime inventory, even when accounting for higher costs. In some cases, peak ads continue driving effects for months.
That challenges the race to the bottom around low-cost buying strategies.
How do brands and agencies use the platform differently?
Our tagline is prove and improve your behavioural outcomes from media.
Brands use us to prove value internally, often to CFOs or finance teams, and justify budgets.
Agencies use us to improve future campaigns. Even if a campaign performed well, they want the next one to perform better.
We work with brands, agencies, broadcasters and platforms. If you think about it, everyone in the ecosystem benefits from understanding what really works.
What has been the biggest challenge in growing the business?
Budgets are always the hardest part. Many marketers recognise the value immediately, but measurement budgets are often under pressure.
The second challenge is geography. Some global brands prefer one solution across multiple markets, and we are currently UK-focused.
What comes next?
We are in discussions to launch a US panel before the end of the year, which would be a major milestone.
We are also adding LLM environments into our measurement framework. As consumer behaviour shifts into AI interfaces, marketers need to understand whether campaigns are influencing search, discovery and recommendation inside those ecosystems.
That could become one of the most important measurement challenges of the next few years.
As a founder, my ambition is simple. I want every marketing decision, everywhere in the world, to be based on our data.
That is a huge goal, of course, but the direction is clear. As behaviour fragments and marketing becomes more complex, the need for single-source truth will only grow.
