The four-item list will keep showing up in industry decks, since it describes what the job feels like day to day. Treat it as four problems, though, and you'll end up buying four fixes. Most of it comes back to not being able to compare networks honestly.

Finance thinks in counterfactuals. Every investment gets judged on what changes because of it, so the core of the case has to be incremental sales: what you sold beyond what you would have sold without the spend, broken out by retailer and by tactic.

“If we hadn't spent this money, how much less would we have sold?” Attributed sales can't answer that. Incremental sales can.

Incremental is connecting Walmart retail signals with Walmart Connect media measurement to enable causal intelligence.

85.1% of retail media buyers say their AI use has increased over the past 12 months, with 13.3% describing their buying as fully autonomous.

Retail media buyers want AI to optimize for incrementality over last-touch ROAS by more than 2.5 to 1.

Attribution works backwards from a conversion and assigns credit. Causal measurement isolates what the ad actually caused, after stripping out everything that would have happened regardless.

DoorDash Ads is now live in Incremental, giving brands a causal measurement of the incremental sales their DoorDash spend produces, and the ability to optimize spend accordingly. 

The conditions of commerce are always changing, but that isn't noise to be engineered out of tests. Pricing, promotions, ratings, and reviews – these are foundational factors that influence consumer behavior, and therefore are essential inputs to media decisioning.  

Next year's retail media ask will be set by the retailer’s P&L, not the brand’s results. Which leaves brands two questions to answer before the number lands: where this money should come from, and what it's actually buying.

Ad-attributed sales and ROAS tell you what happened. Incremental ROI tells you whether the ads produced sales you wouldn't otherwise have made.

TL;DR: Nothing. They're a framework, and there's no certification or audit attached. But they're still worth understanding.

AI agents are taking over retail media buying. If they optimize to ROAS, they'll do it faster and worse. Here's what they need to work correctly.

Marketers agree incrementality is retail media's north star. Only 15% can measure it well. The gap isn't methodology. It's operational.

We’ve shipped an enhancement to our Pinterest Ads integration that makes measuring the omni-channel sales impact from this discovery platform easier.

By all accounts, Prime Day 2026 was the biggest on record across online retailers - but not every sector grew.

ROAS, MER, and iROI answer three different questions. Two of them can't tell you where your next dollar should go. Here's the breakdown.

How you measure, what signals you trust, and whether those signals connect to real decisions determines how mature your measurement is. In other words, your measurement approach is a sign of your measurement maturity. 

Incremental analyzed 150,000 retail media campaigns and found siloed attribution misses up to 53% of true ROI. Read the Cross-Retailer Halo Effect report.

Most measurement tools tell you what happened. Causal intelligence tells you why.