Albertsons Media Collective, the retail media division of Albertsons Companies, has launched a new incrementality measurement solution designed to highlight the impact of in-store media campaigns and provide brands with clearer, causal insights into performance.
The new capability uses a matched-market test-and-control methodology to isolate incremental sales driven specifically by in-store media. By comparing stores running in-store campaigns against similar control stores without media exposure, the approach measures what sales would have looked like without advertising, helping brands distinguish true lift from purchases that may have occurred anyway.
“For too long, in-store media has been measured with tools that confuse correlation for impact,” said Liz Roche, VP of media and measurement at Albertsons Media Collective.
“Our matched market incrementality approach cuts through that noise. By isolating causal lift at the store level, we’re showing brands the actual impact of in-store media activation – and giving them confidence that their investment is driving net-new sales. We look forward to advancing the measurement capabilities we offer in the future with closed-loop measurement, while remaining compliant with and closely aligning our measurement roadmap with IAB current and future standards for in-store media.”
Albertsons Media Collective said more than 50 advertising partners are currently using its in-store digital display network as part of broader omnichannel campaigns. The retailer cited a recent campaign featuring Mondelēz International’s Sargento Cheese Bakes, which integrated in-store media with other placements and delivered measurable increases in household penetration and incremental sales using the new measurement framework.
“In-store is one of the most influential moments in the path to purchase, but historically it’s been difficult to measure with precision,” said Melissa Pitmon, customer director, omniChannel for Mondelēz.
“Albertsons Media Collective’s matched-market measurement gave us clear, causal insight into how in-store media drove incremental sales, helping us optimize with confidence and validate the true impact of our investment.”
Looking ahead, Albertsons Media Collective plans to expand its in-store digital display network by about 800 additional stores in 2026, increasing coverage across 10 divisions and strengthening its full-funnel retail media offering.
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