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GUEST COMMENT Unlocking the power of retail media: a deep dive into sales incrementality measurement - InternetRetailing

Summary by Internet Retailing
Yara Daher is a Retail Media Consultant at IAB Europe and partner in Colosseum Strategy. Here she discusses key findings around Retail Media Incrementality Measurement, exploring what incrementality means, how it differs from common proxies and the best methods for measurement, inviting industry feedback ahead of the guide’s publication.  With Retail Media playing an increasingly […]
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GUEST COMMENT Unlocking the power of retail media: a deep dive into sales incrementality measurement - InternetRetailing

Yara Daher is a Retail Media Consultant at IAB Europe and partner in Colosseum Strategy. Here she discusses key findings around Retail Media Incrementality Measurement, exploring what incrementality means, how it differs from common proxies and the best methods for measurement, inviting industry feedback ahead of the guide’s publication.  With Retail Media playing an increasingly […]

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Internet Retailing broke the news in on Tuesday, April 1, 2025.
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