GroupM, the media investment arm of WPP, has announced a strategic partnership with Incremental, a leading retail media measurement platform. This collaboration aims to enhance GroupM’s capabilities in accurately measuring the effectiveness and ROI of retail media campaigns across its global client base.
As retail media continues to surge—becoming a dominant force in digital advertising—brands are demanding clearer attribution, more precise incrementality metrics, and better visibility into what actually drives sales. Incremental’s AI-powered platform specializes in isolating true lift from media activity, separating correlation from causation, and enabling advertisers to optimize spend based on real performance.
By integrating Incremental’s technology into its suite of media tools, GroupM plans to offer clients deeper insights into campaign outcomes across major retail networks like Amazon, Walmart Connect, Target Roundel, and more. This move not only reflects the growing importance of retail media in the media mix, but also GroupM’s intent to set a new standard for accountability and data rigor in the space.
With retail media ad spend projected to exceed $140 billion globally by 2026, the race is on for agencies and tech platforms to provide real-time, granular measurement. GroupM’s alignment with Incremental signals a decisive step toward that future.
