GroupM Partners With Incremental to Boost Retail Media Measurement Chops

GroupM, WPP’s media shop, has teamed up with measurement company Incremental (formerly Tradeswell) in an attempt to zero in on the impact of retail media buys. The agency announced the new partnership at the Cannes Lions Festival. The deal, announced today, will give GroupM clients access to AI-driven planning tools, forecasting, measurement and analytics for…