Abstract: Systems and methods of measurement and modification of advertisements and content are described. In one example, a measurement system receives measurement data from a client device. The measurement data identifies an event associated with an advertisement or a content item presented by the client device. The measurement system determines performance data associated with the advertisement or the content item based at least in part on the received measurement data. The measurement system also sends the performance data to at least one of a server or the client device to cause at least one action related to the advertisement or the content item.

Abstract: Systems and methods of measurement and modification of advertisements and content are described. In one example, advertisements/content items (or web servers or applications that present the advertisements/content items) send signals to a measurement server in response to certain events or actions. The signals identify the advertisement/content item and the user that caused the event or performed the action. The measurement server aggregates received signals from different advertisements/content items to determine metrics such as digital brand lift (e.g., a change in brand awareness due to an advertisement/advertising campaign). The measurement server can send computed information back to an advertisement/content item, so that the advertisement/content item (or web server/application) can self-modify and/or deploy additional advertisements/content items.