# Overview
## Rethinking brand lift measurements
At Happydemics, **ad exposure data** and **ad recall** work together to create a robust and reliable brand lift methodology.
Traditional brand lift studies typically measure the difference between exposed and non-exposed respondents. However, the advertising landscape is evolving. **User traceability is becoming increasingly complex**, driving the industry toward probabilistic data models, where the very notion of "actual exposure" is increasingly difficult to define..
Furthermore, for a brand lift to be truly actionable, it must enable cross-media comparisons, despite differences in data availability.. That’s why **ad recall** serves as a consistent reference point, ensuring meaningful and comparable insights across all channels.
