Grocery TV has begun a partnership with ABCS Insights to bring independent, third-party sales lift measurement to in-store retail media.
Through the partnership, brands advertising on Grocery TV’s network can directly link in-store ad exposure to verified purchases at the product level, both in-store and across other retail environments.
Growing demand for transparency
As investment in in-store retail media accelerates, so does demand for transparent, third-party measurement. The relationship marks a significant step in expanding the measurement infrastructure available to brands in the physical retail environment.
Through the partnership, advertisers can gain access to independent, third-party sales-lift measurement for their Grocery TV investment. The measurement is powered by ABCS Insights’ 41-million-household panel, combining receipt and card transaction data to deliver in-depth campaign measurement.
Early campaign results
Early campaign results from leading consumer packaged goods brands demonstrate the impact of the partnership.
A national candy brand delivered 11.7x incremental return on ad spend and drove $2.7 million in incremental sales during a two-month campaign supporting a seasonal product launch.
A leading beverage brand achieved 5x iROAS, $1.4 million in incremental sales and a 5% increase in purchase frequency, alongside a 16% sales lift driven by on-platform ad exposure.
Perspectives from leadership
“In-store media delivers measurable results across the full shopper journey, and our measurement approach reflects that,” said Marlow Nickell, co-founder and CEO of Grocery TV. “ABCS adds an important layer of rigor for sales lift, so brands can see the incremental impact of their campaigns with independent verification.”
Jerome Shimizu, CEO of ABCS Insights, said the partnership addresses a long-standing gap in the retail media industry.
“In-store is at a critical moment in the path to purchase, yet it’s historically been under-measured,” Shimizu said. “This partnership with Grocery TV brings true purchase-based measurement to the channel, grounded in observed transaction data, so brands can understand exactly what outcomes their media investments are driving.”
How the measurement works
The ABCS Insights receipt-based measurement captures the full halo effect of a campaign, quantifying lift across all retailers where shoppers purchase, beyond where the ad ran.
All measurements are conducted at the product level in a privacy-safe environment with the capabilities brands expect from digital, now applied in-store.
Building on a full-funnel suite
The partnership builds on Grocery TV’s full-funnel measurement suite. In 2025, the company introduced a closed-loop solution leveraging retailer point-of-sale data, beginning with Hy-Vee, to directly tie media exposure to sales.
The ABCS partnership extends these capabilities with a third-party, panel-based approach, offering brands additional transparency and scale. The measurement complements Grocery TV’s existing full-funnel suite, which includes foot traffic, brand lift and consideration intent metrics.
About The Companies
Grocery TV is the leading in-store retail media platform. More than 120 retailers partner with Grocery TV to modernize their stores and drive incremental revenue while creating a more engaging and informative shopping experience.
Reaching 1 in 4 Americans across more than 6,500 stores, Grocery TV connects brands with real shoppers where 90% of purchases take place.
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