Incremental Opportunity Assessment program helps brands answer the question of what a retail media budget would look like if optimized for incremental sales instead of last-touch ROAS.

Retail media reporting tells you what happened after your ads ran. It rarely tells you what wouldn't have happened without them. That distinction is where most media budgets go sideways. Last-touch ROAS gives credit to the ad that showed up in front of a shopper who was already buying, and it stays silent on the campaigns that actually created demand. You end up optimizing toward the retailers and tactics that are best at taking credit. Incremental measures the difference. We run always-on holdout tests and causal analysis across retail media networks, marketplaces, and delivery platforms, then report incremental ROI: the return that only exists because the ad ran. Same currency across every retailer, so a dollar at one network is comparable to a dollar at another. Seven of the ten largest CPG brands use Incremental, along with the major agency holding companies running their media. We're integrated directly with retailer data sources, so measurement runs on the actual sales record instead of a modeled proxy. If you've ever added up your channel-level ROAS and found it explains more revenue than you actually made, that's the problem we solve.