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Beyond the Click: Mastering Incrementality Measurement for Retail Media ROI Beyond the Click: Mastering Incrementality Measurement for Retail Media ROI Beyond the Click: Mastering Incrementality Measurement for Retail Media ROI Beyond the Click: Mastering Incrementality Measurement for Retail Media ROI Retail media is the fastestgrowing advertising channel, yet many brands still struggle to answer the question: Did this ad drive sales that wouldnt have happened otherwise? This session demystifies incrementality measurement, which is the gold standard for proving retail media impact, by breaking down the most effective methodologies- from matchedmarket testing to synthetic controls