IAB Whitepaper: Retail Media Advanced Measurement and Data Collaboration

In today’s competitive retail landscape, understanding what drives sales is more important than ever. Incrementality helps you measure the true impact of your marketing efforts – showing you how much of your sales are directly linked to your ads, beyond natural growth or seasonality.

As retail media grows, the ability to track consumer behavior from exposure to purchase offers powerful insights. However, siloed data and walled garden platforms can make it difficult to get a full picture. Advanced incrementality models bridge these gaps, helping you separate organic sales from ad-driven ones for more accurate, actionable insights.

Incrementality answers the critical question: How much of sales are from marketing efforts? This data is crucial for proving the value of your marketing spend, optimizing strategies, and making smarter budget decisions.

Ready to learn more? This whitepaper dives into the strategies and advanced techniques for leveraging incrementality in retail media, offering insights on how to measure and maximize the effectiveness of your campaigns.

Download the whitepaper to unlock the full potential of your marketing spend.