InMarket and Basis: Turning Retail Media Spend into Verifiable Outcomes

Retail media is one of the fastest-growing channels in advertising — projected to reach nearly $70 billion in the US by 2026, according to eMarketer. But spend alone isn’t the story. The harder question — the one most media teams are still wrestling with — is whether that investment is actually moving the needle.

That gap between ad exposure and real-world outcomes is exactly what InMarket is built to close. Today, we’re announcing a major expansion of our strategic partnership with Basis that brings InMarket’s measurement and audience capabilities natively into its Basis platform.

As Tim Smith, EVP of Corporate Development at Basis, explains: “Integrating InMarket’s unique audiences and outcomes-focused measurement capabilities builds on Basis’ commitment to deliver market-leading activation and performance through the industry’s most-connected platform. These capabilities give agencies and brands real-time intelligence that’s essential for measurable business results.”

For media teams running campaigns in Basis, three capabilities are now available natively:

Incremental visit and sales lift measurement. Quantify exactly how your ads drive real-world visits and sales across all retailers and retail media networks — now expanded to include Dining, CPG, and Auto verticals.

Unique RMN audiences. Access specialized segments built from visitation and commerce data, including segments that aren’t available on the RMNs themselves — among them cash purchasers and offline-only buyers, two groups that are invisible to digital-only data sources.

Lift optimized audiences. Plan and activate against known visitors and purchasers to ensure every media dollar is driving incremental growth, not just reaching people who would have converted anyway.

Michael Della Penna, Chief Strategy Officer at InMarket, sums it up: “Our focus is leveraging real-time technology and intelligence to help marketers target the right people, optimize those interactions inflight and ultimately connect every dollar spent to a verifiable business outcome. Our expanded partnership with Basis brings these performance-driven solutions natively into its omnichannel ad platform, enabling advertisers to grow both the effectiveness and efficiency of their spend.”

These capabilities are live in Basis today. If you’re ready to connect your retail media spend to outcomes that are actually measurable, request a demo at InMarket.com/contact.