How we’re enhancing Retail Media Measurement as Incremental's first agency Connected Partner

Today, we're pleased to announce that Incremental has named WPP Media as its first agency Connected Partner, a significant milestone in our partnership, announced last year. This development means our clients will soon benefit from an API-driven architecture that pulls incrementality metrics directly from Incremental, into our commerce reporting and planning products within Open Media Studio – our end-to-end media planning and activation platform – faster and more reliably than ever. 

In today's dynamic retail landscape, understanding the true impact of media investments is essential. Traditional metrics like ROAS (Return on Ad Spend) offer a limited view, often failing to distinguish between sales driven by advertising and those that would have occurred organically.  

Incremental's platform addresses this challenge, providing insights into the actual sales lift generated by specific campaigns and over the course of the last year, it has played a critical role in helping us level up our incrementality-based measurement and execution capabilities. This integration represents a significant step forward in retail media measurement, and will empower our teams to plan and optimize client media investment for incremental sales and assess ROI with greater accuracy. 

"This integration brings causal intelligence directly into buying and planning workflows at scale. Our collaboration has been a leap forward in moving beyond the siloed last touch attribution and ROAS metrics that have limited brands' understanding of true growth drivers, and is already unlocking significant results for advertisers by shortening the value chain between measurement and activation."  

"Incrementality based measurement and decision making continues to be integral to best-in-class commerce execution. As the first Agency Connected Partner with Incremental, we're now able to respond faster to changing incrementality dynamics across planning, measurement and activations workflows within Open Media Studio. This is a natural evolution of our partnership that began last year, and we are pleased to offer this enhanced capability to our clients."   

What This Integration Means for Our Clients 

This integration will deliver a new level of precision and efficiency for brands investing in retail media through WPP and WPP Media: 

• Built on the right connections:  Flexible, API‑driven architecture in WPP Open will support the development of best‑in‑class incrementality capabilities. 

• Optimized Investments: Our clients can identify key incremental sales drivers, adjust budgets in real-time, and reduce inefficient spend. 

• Improved ROI Measurement: Consistent, neutral measurement provides a clearer understanding of ROI, increasing confidence in retail media investments. 

Real Results with Incrementality 

We have seen tangible benefits of incrementality measurement in practice. For example, a large CPG brand leveraging incrementality in the US saw: 

• An increase of +68% incremental ROI 

• Topline revenue growing +14% from advertising 

• Decreased CPC (cost per click) by +11% 

• +5% higher conversion rates 

Shaping the Future of Retail Media Measurement 

We believe incrementality based measurement is critical to the future of retail media analytics, greater accuracy, and improved outcomes. Deepening our partnership with Incremental is one of many ways we are working to broaden our approach beyond conventional metrics and drive future growth for our clients in the competitive retail landscape.