In this report, we explore how:

  • You're underreporting offsite video ROI by up to 5x.
    Siloed, last-touch measurement misses up to 80% of its real impact once cross-retailer halo and in-store sales are accounted for.

  • 40%+ of DSP-driven sales for CPG happen in-store
    not online, and not where your current attribution is looking.

  • Undervalued upper-funnel media gets cut first.
    When ROAS looks artificially low, brand dollars get reallocated to lower-funnel tactics, starting a cycle that raises CAC and stalls long-term growth.

Get the full picture, download the free report.

Your retail media is working harder than your reporting shows.

Siloed attribution makes retail media look weaker than it is.

New research from Incremental, across $350M in spend and 150,000 campaigns, reveals how much is being missed, and why it matters for your brand budget.

The Cross-Retailer Halo Effect: What Siloed Attribution Misses