Marketing

Albertsons Media Collective debuts in-store incrementality measurement

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January 23, 2026

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Albertsons Media Collective has launched incrementality measurement that will enable advertisers to optimize in-store media using causal signals.

Since launching its in-store digital display network, Albertsons Media Collective has attracted more than 50 advertising partners, according to a press release.

Unlike traditional attribution models that assign credit to purchases that may have occurred anyway, Albertsons Media Collective's matched market framework measures the incremental impact of in-store media, isolating the effect of advertising as the sole driver of lift.

The incrementality solution operates at the store level, comparing sales performance in test stores exposed to ads against a rigorously selected set of control stores with no media exposure.

"For too long, in-store media has been measured with tools that confuse correlation for impact," Liz Roche, vice president of media and measurement at Albertsons Media Collective, said in the release. "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."