Madan Bharadwaj
Madan Bharadwaj is best known as the technical architect behind Measured, a media measurement and incrementality platform that has become a go-to solution for DTC and retail brands frustrated with the limitations of last-click attribution. As CTO and co-founder, he has built the experimental design and causal inference frameworks that power Measured's geo-based holdout testing methodology, positioning the company as a credible alternative to multi-touch attribution in a privacy-first world. His work directly addresses one of AdTech's most persistent challenges: understanding which media spend actually drives incremental sales versus what would have happened organically. Before founding Measured, Bharadwaj accumulated deep experience in analytics, data science, and marketing technology, developing expertise in statistical modeling and experimental design that would become foundational to Measured's product philosophy. His technical background spans data infrastructure, causal measurement, and the application of econometric methods to marketing performance questions — a combination that has proven highly relevant as the industry grapples with signal loss from cookie deprecation and platform walled gardens. Under his technical leadership, Measured has grown to serve hundreds of brands and has been recognized as part of a new generation of privacy-safe measurement infrastructure. The platform's incrementality-first approach has resonated strongly in the performance marketing community, and Bharadwaj has become a respected voice on topics including media mix modeling, experimental design, and the future of attribution in a cookieless ecosystem.
Last updated Jun 24, 2026 by ATDb automated enrichment · Connections updated Jun 29, 2026
- Years in industry
- 15 years
Bio
Madan Bharadwaj is best known as the technical architect behind Measured, a media measurement and incrementality platform that has become a go-to solution for DTC and retail brands frustrated with the limitations of last-click attribution. As CTO and co-founder, he has built the experimental design and causal inference frameworks that power Measured's geo-based holdout testing methodology, positioning the company as a credible alternative to multi-touch attribution in a privacy-first world. His work directly addresses one of AdTech's most persistent challenges: understanding which media spend actually drives incremental sales versus what would have happened organically. Before founding Measured, Bharadwaj accumulated deep experience in analytics, data science, and marketing technology, developing expertise in statistical modeling and experimental design that would become foundational to Measured's product philosophy. His technical background spans data infrastructure, causal measurement, and the application of econometric methods to marketing performance questions — a combination that has proven highly relevant as the industry grapples with signal loss from cookie deprecation and platform walled gardens. Under his technical leadership, Measured has grown to serve hundreds of brands and has been recognized as part of a new generation of privacy-safe measurement infrastructure. The platform's incrementality-first approach has resonated strongly in the performance marketing community, and Bharadwaj has become a respected voice on topics including media mix modeling, experimental design, and the future of attribution in a cookieless ecosystem.
Career
Data Science & Analytics Leadership
Prior AdTech/MarTech roles · Pre-2017
Expertise & education
Expertise
Speaking topics
Recognition
Notable achievements
- Co-founded Measured and scaled it to serve hundreds of DTC and retail brand clients as a leading incrementality measurement platform
- Developed geo-based holdout testing methodology that provides privacy-safe, cookieless media measurement at scale
- Positioned Measured as a recognized alternative to last-click attribution during the industry's transition away from third-party cookies