• by Laurie Sullivan  @lauriesullivan, October 11, 2024

Retail media campaigns gained third-party media measurement from Incremental with the integration into Skai’s ad platform. The partnership between the two companies aims for optimization to become easier.

Kevin Weiss, vice president of Retail Media at Skai, said retail media is challenging to measure because consumers weave between online, offline, mobile and desktop across multiple retailers walled gardens.

“Retail is an imperfect environment for measurement,” Weiss said, pointing to Skai’s latest State of Retail Media Report, a joint study with Path to Purchase Institute.

In that study the data shows measurement is one of the top challenges facing retail media advertisers, with 70% of them struggling to measure incremental performance in retail media.

“Advertisers need to rely on an array of different types of measurement to piece together the effectiveness of their retail media investments,” he said. “And they need to adapt in the changing ecosystem.”

Advertisers face mounting pressure to accurately assess the impact of their retail media investments, but traditional metrics like return on ad spend (ROAS) are inconsistent across retail media networks and don’t establish a clear connection between investment and ROI, according to Skai. Lacking is granularity and agility necessary for a straightforward integration into media planning workflows.

“With Q4 holidays upon us and 2025 budget planning in full swing, we know that incrementality is top-of-mind for brands,” Weiss said.

Clients will see their immediate return on investment (iROI) metrics from Incremental in Skai at a campaign level alongside Skai's activation features. They also will have the ability to visualize budget allocation recommendations.