Brand Storytelling With CTV: A Q&A With Kargo and DISQOAdtech platform Kargo released a case study on its partnership with ad measurement provider DISQO for a multi-platform digital campaign for snack brand Nature’s Bakery along with agency of record, Apollo Partners. What made this partnership stand out was the ability to leverage both Brand Lift and Outcomes Lift. Brand Lift gave us clarity on how the campaign influenced consumer perceptions, while Outcomes Lift connected those perceptions to real behaviors. Ivankovich: We look at success through both Brand Lift and Outcomes Lift to capture the full-funnel impact. Scardilli: The case study says, “Through DISQO Brand Lift, [Kargo and DISQO] connected media exposure to real outcomes, without relying on modeled data or legacy tracking systems.” What can you tell me about how Brand Lift works and why it’s more effective?