Firms Track 'True Incrementality' of Walled Garden Ads

Independent retail media measurement firm Incremental has partnered with walled garden ad platform Skai, promising marketers more accurate insights into how their retail media investments drive actual business growth, as well as the ability to activate campaigns based on this data.

Incremental helps clients drive incremental growth from their retail media investments through 'neutral and transparent' measurement, privacy-safe and tailored to the data types available from walled garden giants like Alphabet, Amazon and Meta. The firm says the resulting insights are 'granular enough to drive daily campaign optimization decisions while [being] robust enough to be prescriptive in sales forecasting and media planning'.

Skai helps clients run data-driven campaigns across walled garden media, maximising impact. The firm is headquartered in San Francisco with eight international locations.

The partnership brings Incremental's iROAS third-party measurement together with Skai's machine learning algorithms to automate bidding and budgeting of campaigns based on impact. David Pollet (pictured), CEO of Incremental comments: 'In an increasingly complex retail media landscape, accurate measurement is vital for brands to determine the effectiveness of their ad spend. Our partnership with Skai allows advertisers to make data-driven decisions that directly enhance their retail media strategies and drive growth'.

Web sites are at www.incremental.com and www.skai.io .