InMarket and Basis Expand Strategic Partnership to Bring RMN Audiences, Lift Optimized Audiences, and Outcomes-Focused Measurement Natively Into Basis Platform

Why It Matters

The collaboration provides advertisers with verifiable, incremental sales data, turning opaque retail media spend into measurable ROI and enabling more efficient budget allocation across fast‑growing channels.

Key Takeaways

• Basis platform now includes InMarket’s incremental visit and sales lift metrics.
• New RMN audiences capture cash purchasers and offline-only buyers.
• Lift Optimized Audiences enable real‑time targeting of known shoppers.
• Measurement support expands to dining, CPG, and automotive sectors.
• Advertisers can link media spend directly to verifiable sales outcomes.

Pulse Analysis

The retail media landscape in the United States is accelerating toward a $70 billion spend by 2026, outpacing both social and search channels. Yet the rapid growth has exposed a persistent blind spot: advertisers struggle to attribute media dollars to concrete store visits or purchase increments. InMarket and Basis, two leaders in data‑driven advertising, have deepened their partnership to embed outcome‑focused measurement directly into Basis’s autonomous buying system, promising a clearer line‑of‑sight from impression to sale.

The expanded integration delivers three core capabilities. First, Basis users gain native access to InMarket’s incremental visit and sales lift metrics, allowing brands to quantify the true impact of campaigns across all major Retail Media Networks. Second, a suite of unique RMN audience segments—such as cash‑only purchasers and offline‑only buyers—becomes available for precise conquesting and retargeting. Third, Lift Optimized Audiences let marketers activate look‑alike and known‑shopper groups in real time, driving higher efficiency. The offering now spans not only retail but also dining, consumer packaged goods, and automotive verticals.

For agencies and brands, the partnership translates into measurable ROI and streamlined workflow. By consolidating audience data, lift measurement, and activation within a single platform, media teams can reduce reliance on fragmented third‑party solutions and accelerate optimization cycles. This native integration also positions Basis as a one‑stop hub for performance‑driven advertising, potentially reshaping how budgets are allocated across channels. As retail media continues to dominate ad spend, tools that tie spend to verifiable outcomes will become a competitive differentiator, driving smarter investment decisions across the industry.