Search is one of the cleanest signals of intent we have. It's also one of the most under-used in cross-media measurement, because so much of it lives outside the platforms running the ads.
Why search is a meaningful downstream signal
When somebody searches for a brand, a category, or a product, they've moved from passive exposure to active interest. That's a change worth measuring.
How cross-media patterns affect demand signals
Some media combinations lift search more than their delivery numbers would suggest. Others lift very little. Without a cross-media view, those patterns are invisible.