The Importance of Incrementality in Retail Media Measurement

Advertisers are fueling massive retail media growth with ever-increasing investments with roughly a fifth of all digital advertising – or about $140B worldwide to be spent in 2024. Despite the enormous size and scale of today’s retail media environment, most retail media performance measurement leaves a lot to be desired.

This joint presentation from OptiMine and Best Buy will dive deep into the use of incrementality measurement for retail media, how it works and why it is so unique in the RMN space. We’ll explore why Best Buy Ads has taken this unique approach to performance measurement, and why (and how) some of the world’s largest brands have embraced it for improved success.