Instacart: How Marketers Sharpen Retail Media Measurement

Thu, 22 Jan 2026 00:00:00 -0500
Partner Content

One of the most effective ways to measure retail media campaigns is through lift testing, which compares people who saw an ad to people who did not see it to measure incremental sales driven from advertising. Unfortunately, the ad industry has turned incrementality into a buzzword that all too often is used inaccurately.