We help retail media networks answer it in a way that holds up when the budget is on the line.
What we do
- Incrementality methodology. For on-site, off-site and in-store media, designed so advertisers can check it.
- Reporting advertisers can compare. Consistent metrics and definitions, so your results sit alongside other networks in a buyer’s plan.
- Alignment with industry guidance. For example, the IAB/MRC retail media measurement guidelines.
[VERIFY: confirm current guideline name and version before publishing] - Commercial strategy. Packaging, pricing and how measurement becomes part of the sales story.
- Supplier and brand conversations. Preparing your teams for the questions CPG measurement teams will ask.
Comparable reporting often starts with joining the data up. Our data integration and apps work covers that part.
Why work with us
At Circana, Adaptiv’s founder Carl Carter drove retail media enablement for key retailers across CPG and general merchandise. Before that, at IRI, he helped manufacturers measure what their media and promotions were really doing. We know how the brand-side measurement team will read your numbers, because Carl used to build their models.
FAQ
We already have closed-loop reporting. Isn't that enough?
Closed-loop data shows who saw an ad and bought. It doesn't show who would have bought anyway. Incrementality answers that, and it's what the brand's measurement team will ask about.
Can you work with our existing measurement vendor?
Yes. Often the job is shaping the brief and reading the results.