Glossary/Measurement & Attribution/PSA Test
Measurement & Attribution
PSA Test
A lift test where the control group is served an unrelated public service announcement instead of the brand's ad, isolating the ad's effect on behavior.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
A PSA test is a lift experiment in which the control group is served an unrelated public service announcement instead of the brand's ad. Because both groups see an ad in the same placements, differences in behavior can be attributed to the brand's creative. The drawback is that the advertiser pays for the PSA impressions.