O20 · sector read
A business event credited to exposure.
20 companies · 371 claims captured · 153 about an “Outcome”
Twenty sellers, 121 captured pages, 371 claims, 153 of them outcome claims: 1 none, 75 implied, 76 stated metric, 1 guaranteed. Half of them carry a figure, the highest share in this read; 51 name a client, 15 name a method, 6 carry a third-party voice.
Outcome means an advertiser-defined event credited to an exposure; 12 of 20 define the credit by attribution, 7 as the part that would not have happened anyway, and 1 (Rokt) as an engagement paid per engagement.
Eleven of 20 state a baseline or control, 13 state a time window, 15 name a measurement partner, and 0 cite MRC or any other accreditation; of 80 pillars, 69 are supported, 30 have their evidence off the home page, 11 have none captured.
Strongest evidence is AppLovin's Ridge case: a named outside measurer, a geo-holdout design, a 20% control, a three-week window and a pre-set $0.80 iROAS target applovin.com.
Pricing: 12 of 20 state no basis, 6 hybrid, 1 CPM, 1 outcome-based; no seller states a remedy if the number is missed.
Four sites use the word guarantee. MiQ's is the only one over a business result and carries no terms; the segment's single guarantee-coded claim is Samba TV's 2022 iCPM quote, which covers reaching an incremental household.
Open ground is a published rate per incremental outcome with a stated remedy; Haus, Moloco, Recast and MiQ stand closest, and the designs that would settle it are already on seven sites.
Boundary: this covers what sellers publish about their own measurement, not whether the figures are correct or what any contract commits to.
Every figure above is recomputed from these files.