Through the partnership, The Trade Desk’s clients in the UK, US, Canada and Australia will be able to access ‘Brand Lift’ studies to measure the impact of digital campaigns.

The Trade Desk is the first DSP to integrate Lucid within its own platform.

‘Brand Lift’ is based on Lucid’s impact measurement APIs and will allow The Trade Desk clients to set up surveys and view brand reporting. Users of the tool can ask questions to measure metrics including awareness, ad recall, consideration and purchase intent.

Lucid’s impact measurement uses a survey-based methodology to generate brand metrics across various indicators and channels, including connected TV.

Patrick Comer, founder and chief executive at Lucid, said: “We are thrilled to partner with The Trade Desk and leverage our impact measurement solution to help pioneer the next wave of smart brand measurement.”