Ad Measurement Weekly

Albertsons is the first major retailer to offer causal incrementality measurement for in-store digital media. A Mondelez beta campaign delivered a $2.41 iROAS and 14% sales lift. The network plans to expand to 800 additional stores in 2026.

Updated standards expand beyond traditional retail media to cover quick commerce, introduce a refined measurement funnel, and include the industry's first incrementality measurement guidelines for commerce media.