Circana, DoorDash Partnership Aims to Measure Incremental Value of Retail Media
Circana has entered into a new partnership with DoorDash to provide independent measurement of advertising performance on the delivery platform, giving consumer packaged goods (CPG) brands a way to assess whether Sponsored Products and Sponsored Brands are generating incremental sales.
The collaboration comes as retail media advertisers increasingly look for standardized measurement that connects ad exposure with actual purchasing behavior.
"As retail media matures, most networks offer incrementality solutions for their own ecosystem, but marketers also need measurement they can compare and contrast across networks...
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