Albertsons Media Collective (AMC), the retail media network operated by supermarket giant Albertsons, has unveiled in-store incrementality measurement capabilities designed to determine which sales were motivated by exposure to ads versus those that would have occurred in any case.
The solution compares sales performance in test stores exposed to ads against a rigorously selected set of control stores with no media exposure. By estimating the counterfactual — what would have occurred without advertising — the model is designed to deliver a statistically validated measure of true lift.
“For too long, in-store media has been measured with tools that confuse correlations for impact,” said Liz Roche, VP of Media and Measurement at Albertsons Media Collective in a statement. “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.”
Albertsons had launched its in-store digital display network in June 2025 with international food brand Mondelēz as one of its kickoff partners. A campaign to promote the brand’s Sargento Cheese Bakes crackers that combined integrated in-store digital screens in 116 stores with high-engagement onsite and offsite media delivered a significant sales lift of 14% in-store, generating more than 5.5 million impressions and achieving a 1.5%+ conversion rate.
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“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 in a statement. “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.”
The in-store incrementality measurement tools aim to address persistent retail industry challenges with measuring the impact of in-store media, which operates outside the signal-rich, identity-connected environment of digital marketing channels. AMC’s matched-market framework solution leverages nearly 60 variables for advanced store-level matching to reduce bias and noise and is designed to scale nationally across diverse store formats and work across both existing and new in-store screens, including deli and pharmacy placements.
