1、Retail Media Advanced Measurement and Data CollaborationSponsored by:Table of ContentsTable of Contents2What is Incrementality3Understanding Advanced Measurement Techniques9Randomized Controlled Trials(RCTs)11Match-Market Market16Machine Learning Counterfactual Models19Synthetic Control Method(Techn

2、ique)21Shadow-Mode Testing(Technique)22Causal Models23Media Mix Modeling(MMM)in Retail Media25The Role of Data Collaboration in Advanced Measurement27Challenges in Measuring Incrementality in Retail Media30Steps for Measuring Incrementality in Retail Media34A Path Forward with LiveRamp36Collaboratin

3、g on Common Standards36Understanding Incrementality with Pacvue37Acknowledgement38Contributors38About IAB40Contact Information412What is IncrementalityIncrementality is not a new concept to marketers;it has long been used as a way tomeasure the impact of marketing efforts.However,it has become incre

4、asinglyprominent in retail media due to the growing need for precise and accountablemarketing strategies.Retail medias closed-loop measurement capabilities enhance theimportance of incrementality by allowing for direct tracking of the consumer journey fromexposure to purchase.However,the walled gard

5、en nature and questions aboutcomplaint data usage in retail media channels poses significant challenges.Thisconfinement makes it difficult to achieve accurate cross-channel attribution,as datawithin these channels is often siloed.As a result,a comprehensive view ofincrementality measurement necessit

6、ates advanced modeling techniques to bridgethese gaps and provide a more complete understanding of marketing effectivenessacross different channels.“Incrementality measurement can be accomplished in various ways,andthe specific methodology you choose is dictated by the advertisingenvironment and dat