Retail Media's Measurement Problem: Why Incrementality Is the New Battleground
Last updated Apr 21, 2026 by the ATDb Editorial Team
Forrester analyst Nikhil Lai examines why incrementality testing has become the central measurement dispute between retailers running media networks and the brands advertising on them, with Amazon Ads, Walmart Connect, and Kroger Precision Marketing each using different methodologies. The post argues that without standardization, retail media budgets will face increasing scrutiny from CFOs demanding proof of sales lift.
Forrester analyst Nikhil Lai examines why incrementality testing has become the central measurement dispute between retailers running media networks and the brands advertising on them, with Amazon Ads, Walmart Connect, and Kroger Precision Marketing each using different methodologies. The post argues that without standardization, retail media budgets will face increasing scrutiny from CFOs demanding proof of sales lift.