ad incrementality

Instacart is expanding its ad offerings with Caper Carts, the Instacart-owned shopping carts that scan items for self-checkout. But the rollout will be gradual while Instacart figures out how the ads are actually impacting shopper behavior.

As the consumer journey has grown more complex across a fragmented ecosystem, attribution has become much more challenging – particularly in CTV/OTT advertising. Enter multi-touch attribution (MTA), the only effective way to fully understand the customer journey, writes TJ Sullivan, EVP of strategy at Digital Remedy.