A non-transitory computer readable medium storing instructions thereon that, when executed by at least one processor, cause a computing device to:
- embed a first tracking pixel within an intended advertisement from a first advertiser, wherein the first tracking pixel is configured to fire when the intended advertisement is presented and firing of the first tracking pixel causes a first tracking cookie referencing the intended advertisement to be placed on a first client device;
- embed a second tracking pixel within a control advertisement from a second advertiser, wherein the control advertisement is a different advertisement than the intended advertisement and wherein the second tracking pixel is configured to fire when the control advertisement is presented and firing of the second tracking pixel causes a second tracking cookie referencing the control advertisement to be placed on a second client device;
- embed a third tracking pixel within the control advertisement from the second advertiser while associating the third tracking pixel with the first advertiser, wherein the third tracking pixel is configured to fire when the control advertisement is presented and firing of the third tracking pixel causes a third tracking cookie referencing the intended advertisement to be placed on the second client device and wherein the third tracking pixel is different than the first tracking pixel and the second tracking pixel;
- track a first set of conversion events for the first advertiser, wherein each conversion event in the first set of conversion events occur after receiving a first signal from firing of the first tracking pixel and placement of the first tracking cookie, the first signal indicating the presentation of the intended advertisement;
- while tracking presentation of the control advertisement for the second advertiser based on receiving a second signal from firing of the second tracking pixel that indicates the presentation of the control advertisement and the placement of the second tracking cookie, track a second set of conversion events for the first advertiser, wherein each conversion event in the second set of conversion events occur after the presentation of the control advertisement and after receiving a third signal from firing of the third tracking pixel and placement of the third tracking cookie, the third signal indicating the presentation of the control advertisement;
- and
- determine media lift results for the intended advertisement by determining an influence of presenting the intended advertisement on conversion events for the first advertiser by subtracting a number of conversion events from the second set of conversion events corresponding to the placement of the second tracking cookie and the third tracking cookie from a number of conversion events from the first set of conversion events corresponding to the placement of the first tracking cookie.