Incrementality

Returning users can distort campaign performance — repeated clicks from existing customers inflate click-through rates and other metrics.

Clicks and conversions may be easy to measure, but they do not always explain whether advertising created additional value or simply captured demand that already existed. According to Michael Shang, SVP of Technologies at StackAdapt, when outcome data enters the active media workflow, planning becomes more iterative.

The Substrate connects and organises marketing data from paid and owned channels, CRM systems, offline activity, and third-party sources.

Retail media is pushing marketers beyond attribution and platform metrics, as InMarket’s Michael Della Penna and Basis’ Amy Rumpler explain why incrementality and business outcomes are becoming the new standard for measuring advertising impact.

Through Cross-Media Intelligence, marketers can unlock insights by incorporating Meta campaign data into broader cross-media measurement workflows.

The proprietary AI ecosystem combines performance data, growth frameworks and vertical knowledge into a live operating model the traditional agency structure cannot replicate.

As shoppers ask ChatGPT what to buy before they ever click an ad, marketers are learning that ROAS was never built to capture the moment demand is actually created.

Incrementality has become the benchmark for proving media effectiveness, but marketers still need attribution, MMM and performance analytics to understand why campaigns succeed or fail.

The partnership between Koddi and Universal Ads gives performance advertisers a seamless way to plan, activate, and measure omnichannel campaigns across retail media and premium streaming.

Albertsons Media Collective’s onsite incrementality measurement is designed to provide a transparent and consistent approach to evaluating performance.