Artificial intelligence (AI) isn’t yet widely used in media buying, but it appears to be making inroads in retail media, according to a report [download page] from Incremental.

Return on advertising spend is a useful performance metric, but only with accurate attribution.

The AdExchanger Awards recognize the organizations, technologies and teams driving measurable impact across today’s advertising ecosystem. 

Off-site retail media can do its heaviest lifting driving incremental sales via other retailers.

Incremental’s paper quantifies what the ad industry has long struggled to measure: how advertising frequently drives sales at retailers other than the one where the ad ran.

Alongside partners WPP, Church & Dwight, and Skai

Skye tell The ADOTAT Show there's no connection between last-touch attribution and incremental sales.

Alex goes deep into one of retail media's "most controversial, yet most desired" terms.

This expanded integration gives advertisers a clear, causal view of how media both on and off TikTok translates into purchases through the platform.

CEO David Pollet calls for a paradigm shift in measurement as commerce media moves into brand budgets.

Executive Vice President Skye Frontier shares five learnings applied by high performing CPG brands.

WPP Media's clients will benefit from an API-driven architecture that pulls incrementality metrics from Incremental.

Executive Vice President Skye Frontier spoke with Jim Gianoglio and Simon Poulton about commerce media incrementality.

Co-founder Jesse Leikin writes about retail media measurement challenges.

Retail Brew interviews Executive Vice President Skye Frontier about his role.

The prestigious program honored our collaboration with Bayer and Skai.

Walmart Connect highlights Incremental among its measurement partners.

Executive Vice President Skye Frontier explains why brands need both MMMs and retail media measurement tools.

Executive Vice President Skye Frontier offers his two cents on the trends marketers should watch for this year.