InMarket and Basis have expanded their partnership to bring retail media measurement tools and audience segments to the Basis platform, giving users direct access to InMarket products within their existing workflow.
The expanded deal builds on an earlier audience integration, broadening it into a measurement and targeting offering for advertisers seeking to link media spending with store visits and sales. It comes as US retail media advertising continues to grow rapidly, with spending projected to approach USD $70 billion in 2026.
Under the agreement, Basis users will be able to use InMarket's incremental visit and sales lift measurement across retailers and retail media networks. The measurement capabilities also extend to clients in dining, consumer packaged goods and automotive.
That will allow media teams using Basis to assess whether campaigns generated additional visits or purchases beyond what would have happened without ad exposure. The integration is intended to keep planning, activation and measurement in one place, rather than split across separate systems.
Advertisers using the platform will also gain access to audience segments built from visitation and commerce data. These include retail media network-specific segments and groups that can be difficult to identify through retailer-owned media environments alone, such as cash purchasers and offline-only buyers.
Basis users will also be able to target what the companies call lift-optimised audiences, including known visitors, purchasers and lookalike groups. In practical terms, the offering is designed to help brands and agencies plan campaigns against audiences more likely to drive measurable changes in visits or sales.
Measurement focus
The announcement reflects a broader shift in the advertising market, as brands face growing pressure to show that retail media spending delivers commercial results rather than just impressions or clicks. As retail media networks have multiplied, buyers have had to navigate a fragmented market where reporting standards and attribution methods vary across platforms.
For agencies and finance teams, that fragmentation has made it harder to compare returns across retailers and channels. By embedding measurement tools directly into a buying and management platform, the partnership aims to address a practical problem for advertisers seeking a more unified view of performance.
The partnership also follows InMarket's recent deals with companies including Yahoo DSP and Walmart. Taken together, those relationships suggest ad technology groups are pushing to position themselves between brands and retailer media platforms by offering common data layers and performance analysis across multiple channels.
Basis, which provides software for media planning, operations, reporting and financial reconciliation, has been expanding its role as a central system for agencies and brands managing campaigns across programmatic, publisher-direct, search and social. Adding InMarket's measurement and audience data extends that role further into retail media, where buyers are directing a growing share of budgets.
InMarket, for its part, has focused on location, commerce and attribution data. The expanded partnership is intended to connect ad exposure to visits and sales outcomes across retailers and retail media networks, with an emphasis on full-funnel analysis.
Executive comments
The companies presented the tie-up as a response to advertiser demand for clearer proof of business outcomes from media spending.
"Integrating InMarket's unique audiences and outcomes-focused measurement capabilities builds on Basis' commitment to deliver market-leading activation and performance through the industry's most-connected platform," said Tim Smith, EVP of Corporate Development at Basis. "These capabilities give agencies and brands real-time intelligence that's essential for measurable business results."
InMarket said the aim is to link campaign delivery more closely to verified commercial results.
"Our focus is leveraging real-time technology and intelligence to help marketers target the right people, optimize those interactions inflight and ultimately connect every dollar spent to a verifiable business outcome," said Michael Della Penna, Chief Strategy Officer at InMarket. "Our expanded partnership with Basis brings these performance-driven solutions natively into its platform, enabling advertisers to grow both the effectiveness and efficiency of their spend. This is a force multiplier - delivering smarter, faster, better outcomes for everyone involved."