Epsilon Launches Predictive Lift for CPG Campaigns

Epsilon is excited to announce a major enhancement to Verified Purchase Optimization (VPO), powered by Circana: campaigns now include Predictive Lift, enabling brands to monitor tactics and make adjustments based on incrementality before the campaign ends for clients in the US.

Through Epsilon’s partnership with Circana, VPO is the first and only solution in the market that predicts which tactics are most likely to drive incremental outcomes—aligned to Circana’s Lift Measurement—weeks before final sales lift measurement. As brands increasingly focus on measurable business outcomes, not just media efficiency, VPO helps turn data into confident decisions, ensuring marketing investment is continuously optimized for maximum impact across all channels.|

Why Predictive Lift Matters
Unlike traditional lift measurement that arrives after a campaign ends, Epsilon’s latest VPO release gives brands earlier indicators of incremental impact—so they can optimize tactics and reallocate spend while campaigns are still in flight. This helps reduce wasted media and improves efficiency when conditions change and performance signals shift. Because Predictive Lift is aligned to Circana’s Lift Measurement, it forecasts which tactics are most likely to drive lift as it will be quantified in the Circana measurement. With mid-campaign insight, marketers can act with greater confidence, lowering risk and focusing investment on the tactics most likely to drive meaningful outcomes and reach more customers.

According to Epsilon Product leader, Matt Feczko, "it's like having GPS when you're driving your car. Traditional lift is like seeing where you should’ve driven after you arrive. Predictive Lift is GPS that shows congestion while you’re driving and reroutes you to the faster route."

What Is VPO?
First announced in 2022, VPO is our solution for CPG brands looking to maximize ad efficiency by messaging only consumers who are ready to buy. Developed in partnership with Circana and powered by Epsilon’s COREid, VPO helps deliver digital media aligned with each individual’s purchase cycle. The solution stops ads once a purchase is detected, optimizes campaigns in-flight and keeps brands connected to consumers over time. That means marketers can move beyond “set it and forget it” campaigns—confirming what’s working while a campaign is still live and shifting investment accordingly. With Predictive Lift supplied by Circana, brands can identify which tactics are most likely to drive lift—consistent with how lift will be read in Circana’s Lift Measurement—early enough to optimize before the campaign ends. It’s especially valuable for launches and new tactics, where early signals reduce risk and enable faster iteration toward measurable lift.

What Sets VPO Apart?
For marketers, VPO means minimizing wasted spend and improving results faster than ever. The solution:

-Assurance: Monitor performance and optimize tactics before the campaign ends.
-Speed & Quality: Bi-weekly predictive insights without compromising Circana’s deterministic data quality.
-Precision: Optimization at the tactic level based on actual UPC-defined buyers. Visit the Verified Purchase Optimization page on our website to learn more.

VPO is one example of how Epsilon continues to help brands turn data into meaningful customer connections. Across identity, media, and measurement, Epsilon’s solutions are designed to work together, giving marketers flexible ways to engage consumers, prove impact, and drive growth. Whether brands begin with optimization, insights, or activation, Epsilon provides a scalable foundation to support their marketing goals today and as their needs evolve.