The first-of-its-kind partnership integrates neutral third-party measurement with omnichannel media activation, offering advertisers a solution to one of the industry’s biggest challenges.
NEW YORK – October 10, 2024 – Incremental, a leading provider of neutral retail media measurement, today announced a global partnership with Skai, the leading omnichannel advertising platform specializing in walled garden media.
Together, Incremental and Skai are introducing a new way for advertisers to tackle a pressing issue in retail media: measuring true incrementality. Through this partnership, Incremental’s third-party measurement integrates with Skai’s AI-driven media activation, enabling brands to optimize the effectiveness of their retail media campaigns alongside broader advertising efforts.
Advertisers face mounting pressure to accurately assess the impact of their retail media investments. Traditional metrics like ROAS (return on ad spend) are inconsistent across retail media networks and don’t establish a clear connection between investment and ROI. Conventional measurement approaches often lack the granularity and agility necessary for seamless integration into media planning workflows. A joint study by the Path to Purchase Institute and Skai revealed that 70% of advertisers struggle to measure the incremental performance of their retail media, underscoring the urgent need for more effective solutions.
By integrating Incremental’s independent measurement with Skai’s platform, marketers will gain more accurate insights into how their retail media investments drive actual business growth, enabling them to plan and optimize for greater incremental returns. For example, one leading brand is optimizing Amazon ads for incrementality by using Incremental’s proprietary iROAS (incremental return on ad spend) metric to drive daily campaign budget allocations. Through the integration, Incremental’s measurement is directly connected to Skai’s machine-learning algorithms to automate bidding and budgeting of campaigns for incremental sales growth.
Key benefits of the partnership:
- Ensemble Approach to Incrementality: Best-in-class insights and activation to drive incrementality from retail media, while also supporting paid search and social.
- Data-Driven Decisions: Brands can seamlessly leverage iROAS/iROI (incremental return on investment) to drive budget allocation recommendations and inform adjustments to their media investments towards driving incremental sales.
- Optimized Campaigns: Enables brands to measure and enhance the effectiveness of both their paid retail media and broader advertising efforts in near real-time.
- Neutral Third-Party Measurement: Provides reliable, independent metrics for retail media performance, ensuring unbiased data and objective insights on advertising effectiveness.
“In an increasingly complex retail media landscape, accurate measurement is vital for brands to determine the effectiveness of their ad spend,” said David Pollet, CEO of Incremental. “Our partnership with Skai allows advertisers to make data-driven decisions that directly enhance their retail media strategies and drive growth.”
“By integrating our capabilities with Incremental, we’re empowering brands to not only measure their performance across different channels but also to optimize their investments based on clear insights,” said Gil Sadeh, President of Skai. “This collaboration transforms how advertisers connect the dots between their retail media and overall marketing efforts.”
To learn more about Incremental and its purpose-built measurement platform, visit https://www.incremental.com/.
About Incremental
Incremental helps brands and agencies drive incremental growth from their retail media investments through neutral and transparent measurement. Our approach is designed to be PII-free and compatible with the types of data available from the walled gardens, enabling it to be deployed seamlessly within a brand’s ecosystem of retail and media partners. Our methodology makes use of several well-established techniques to provide both a high degree of predictive accuracy and business utility. The resulting model generates insights granular enough to drive daily campaign optimization decisions while robust enough to be prescriptive in sales forecasting and media planning.
About Skai
Skai is the leading omnichannel advertising platform for commerce media, combining advanced digital marketing capabilities with commerce insights and operations to drive growth for brands and agencies. Powered by unified data and proprietary GenAI, Skai delivers full-funnel media planning, optimization, and measurement, plus insights and automation that help brands improve digital shelf performance, retail execution, and revenue recovery. This integrated approach maximizes sales, profitability, and market share across media and commerce touchpoints.
Trusted by over 8,000 brands and agencies, including PepsiCo, Sanofi, and Estée Lauder, Skai integrates with 300+ publishers and retail media networks such as Amazon Ads, Walmart Connect, Criteo, Google, Microsoft, Facebook, and TikTok. Headquartered in San Francisco with nine international offices, Skai empowers brands to connect media and commerce for measurable growth and efficiency.
Visit skai.io for more information.