New Partnership Enhances Measurement of Digital Promotions and Validates Ibotta’s Ability to Drive Incremental Sales at Scale
Circana, LLC and Ibotta , which operates the largest digital promotions network in North America, announced they plan to enter into a strategic partnership that will enable CPG brands to better understand the true impact of Ibotta campaigns and their ability to drive incremental sales lift. This unique collaboration of Circana Household Lift studies and Ibotta’s item-level digital promotional campaigns unites Circana’s unmatched consumer intelligence and analytical rigor with Ibotta’s ability to drive real-time purchase behavior — empowering brands to achieve tangible, high-impact results and making it the only offering of its kind. Initial lift studies completed during the partnership proof-of-concept showed that Ibotta campaigns resulted in strong incremental sales that exceeded category benchmarks for other media investments.
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Initial lift studies completed during the partnership proof-of-concept showed that Ibotta campaigns resulted in strong incremental sales that exceeded category benchmarks for other media investments.
“This partnership marks a significant step forward in our mission to provide the CPG industry with its first full-service performance marketing platform,” said Bryan Leach, CEO of Ibotta. “Promotions are a trusted method for driving product sales, but the true power lies in Ibotta’s ability to deploy precision-targeted offers at scale while considering past purchase history. And now with Circana’s advanced measurement, a trusted third-party source can help brands understand the incremental sales that Ibotta campaigns generate.”
Circana will bring its industry-leading Household Lift measurement and AI-powered analytics to deliver precise, actionable insights. With the Household Lift solution, brands can now accurately compare the purchase behavior of consumers exposed to an Ibotta offer versus those who were not, leading to smarter investment decisions. This allows advertisers to measure the full impact of their promotional campaigns, including incremental sales that extend beyond the initial promotional period.
“Our partnership demonstrates our commitment to bringing incremental measurement to all aspects of media and retail media,” said Cara Pratt, president of Global Retail and Media for Circana. “Partnering with innovative platforms like Ibotta allows us to provide clarity into the incremental impact of invested dollars, reinforcing Circana’s role as the currency for retail media measurement across the entire ecosystem.”
Circana’s Lift Studies for Ibotta campaigns will begin to roll out in late 2025 and will be available to all brands by early 2026.
