Incremental, a prominent provider of neutral retail media measurement solutions, has announced a global partnership with Skai, a leading omnichannel advertising platform specializing in walled garden media. This collaboration aims to address a significant challenge in retail media: accurately measuring true incrementality.
The partnership will integrate Incremental’s third-party measurement capabilities with Skai’s AI-driven media activation tools, providing brands with a comprehensive approach to optimize the effectiveness of their retail media campaigns in conjunction with their overall advertising strategies.
Advertisers today face increasing pressure to evaluate the impact of their retail media investments accurately. Traditional metrics such as ROAS (Return on Ad Spend) often prove inconsistent across various retail media networks, failing to establish a clear connection between investment and return on investment (ROI). Moreover, conventional measurement methods frequently lack the necessary granularity and agility, making seamless integration into media planning workflows difficult. A joint study conducted by the Path to Purchase Institute and Skai revealed that 70% of advertisers struggle to measure the incremental performance of their retail media, highlighting an urgent need for more effective solutions.
By merging Incremental’s independent measurement with Skai’s platform, marketers will gain more accurate insights into how their retail media expenditures contribute to tangible business growth. For instance, one prominent brand is currently optimizing its Amazon advertising by utilizing Incremental’s proprietary iROAS (incremental return on ad spend) metric to guide daily budget allocations for campaigns. This integration allows Incremental’s measurement to connect directly with Skai’s machine-learning algorithms, automating bidding and budgeting processes to drive incremental sales growth.
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