Core Insights - Circana and Ibotta have announced a strategic partnership aimed at enhancing the measurement of digital promotions and validating Ibotta's capability to drive incremental sales at scale [1][2] - The collaboration combines Circana's Household Lift studies with Ibotta's item-level digital promotional campaigns, providing brands with actionable insights to understand the true impact of their marketing efforts [1][2] Partnership Details - The partnership will enable Consumer Packaged Goods (CPG) brands to accurately assess the incremental sales generated by Ibotta campaigns, which have shown to exceed category benchmarks for other media investments [2][3] - Circana will utilize its advanced measurement and AI-powered analytics to deliver precise insights, allowing brands to compare purchase behavior between consumers exposed to Ibotta offers and those who were not [2][3] Future Developments - Circana's Lift Studies for Ibotta campaigns are set to roll out in late 2025, with availability to all brands by early 2026 [3] - This initiative is part of Circana's commitment to providing clarity on the incremental impact of media investments, reinforcing its role in retail media measurement [3] Company Background - Circana is recognized for its technology, AI, and data solutions tailored for fast-moving consumer packaged goods companies, helping them optimize their business strategies [4][5] - Ibotta operates the largest digital promotions network in North America, reaching over 200 million consumers and allowing marketers to influence purchasing behavior effectively [6]
Circana and Ibotta Announce Strategic Partnership to Bring Sales Lift Measurement to Digital Promotions