Retail media in grocery has a problem with proving results, and Kroger is no exception.

The Cincinnati-based grocery giant aims to solve that problem through its new incremental sales measurement tool, created in partnership with technology and marketing company The Trade Desk.

Kroger Precision Marketing, the retail media arm of Kroger, announced in mid-January that the new incremental measurement tool goes beyond counting website clicks and impressions.

The new tool accounts for organic sales—sales that would have taken place irrespective of the retail media influence.

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