InMarket, Basis Expand Partnership to Improve Retail Media Measurement
The InMarket-Basis partnership turns the existing integration into a full-funnel solution, linking ad exposure to real-world visits and sales across retailers and RMNs.
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InMarket and Basis, the intelligent operating system for autonomous advertising, have announced a significant expansion of their strategic partnership.
US retail media advertising is on track to reach nearly $70 billion in 2026 — growing 17.8% year-over-year and outpacing both social and search — yet most media teams still can’t prove what that investment actually drives.
This partnership enhances retail media measurement for Basis users. They now have native access to InMarket’s full suite of outcome measurement capabilities and a collection of unique Retail Media Network (RMN) and incremental lift audiences, comprised of known responders (visits/purchasers) — delivered directly within the platform where media teams already work.
The expanded agreement elevates an existing audience integration into a comprehensive full-funnel offering, connecting ad exposure to real-world visits and sales outcomes across all retailers and RMNs.
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Incremental sales lift measurement capabilities will also be extended to support clients across the Dining, CPG and Automotive verticals.
What Advertisers Now Have Access To:
- Incremental Visit & Sales Lift Measurement — Basis customers gain direct access to InMarket’s measurement capabilities to quantify incremental visits and sales lift across all retailers and RMNs, plus incremental sales lift capabilities across the Dining, CPG, and Automotive verticals.
- Unique RMN Audiences — Retail Media Network-specific audience segments built from visitation and commerce data — including buyer types unavailable on RMNs themselves, such as cash purchasers and offline-only buyers — are now accessible through Basis. Clients will also have access to target audiences across RMN for conquesting efforts.
- Lift Optimised Audiences — Basis customers can leverage InMarket’s Lift Optimised Audiences through its platform to plan, activate, and target known visitors, purchasers, and look-alikes — driving measurable incremental outcomes and greater efficiency from every media dollar.
“Integrating InMarket’s unique audiences and outcomes-focused measurement capabilities builds on Basis’ commitment to deliver market-leading activation and performance through the industry’s most-connected platform,” said Tim Smith, EVP of corporate development, Basis. “These capabilities give agencies and brands real-time intelligence that’s essential for measurable business results.”
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“Our focus is leveraging real-time technology and intelligence to help marketers target the right people, optimise those interactions inflight and ultimately connect every dollar spent to a verifiable business outcome,” said Michael Della Penna, Chief Strategy Officer at InMarket.
“Our expanded partnership with Basis brings these performance-driven solutions natively into its platform, enabling advertisers to grow both the effectiveness and efficiency of their spend. This is a force multiplier — delivering smarter, faster, better outcomes for everyone involved.”
