Albertsons Launches Onsite Incrementality Measurement Feature
Albertsons Media Collective announced the launch of onsite incrementality measurement, a new capability designed to help advertisers better understand the true impact of their retail media investments. As brands increasingly prioritize incrementality as a key performance indicator, this solution provides clear insight into how onsite display media is driving new sales. Recent research from Albertsons Media Collective, Ovative and Northwestern University Kellogg School of Management found iROAS can vary by 6.5x and flip results in 83% of campaigns based on methodology alone, underscoring the need for more transparent, consistent measurement. Onsite environments, where shopper behavior is closely tied to purchase, offer a strong foundation for observing these effects. This new capability isolates the causal impact of media from purchases that may have occurred regardless, enabling advertisers to evaluate how campaigns influence business outcomes with greater precision. By delivering more transparent and actionable measurement, brands can optimize media spend, refine creative strategy, and improve audience targeting based on a clearer understanding of performance.
