Despite its increasing importance, measuring the incremental impact of retail media remains a marketer’s top challenge. In this session we will delve into the latest research findings from Skai and the Path to Purchase’s “2024 State of Retail Media” study, shedding light on the complexities marketers face and exploring innovative solutions to unlock incremental insights. Attendees will:

• Gain insights into the multifaceted meaning of incrementality and how to adapt approaches accordingly.
• Discover why contextual incrementality indicators are essential for driving effective decision making.
• Explore a real-life case study showcasing how Skai’s Incrementality Hub is being leveraged to bring theory into practice.

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