InMarket and Basis expanded their partnership to integrate retail media network audiences and outcomes measurement directly into the Basis platform, according to Yahoo Finance. The integration removes the manual step of exporting audience segments from retail media networks and importing them into programmatic buying tools, a workflow that delays campaign launches and fragments attribution.

The partnership brings three components into Basis natively: RMN audiences from grocery, convenience, and drugstore retailers; Lift Optimized Audiences, which are segments InMarket builds using foot traffic and purchase data; and outcomes-focused measurement that ties digital ad exposure to in-store visits and sales. Brands running programmatic campaigns for physical products can now access retail-specific audiences without leaving the Basis interface and measure whether the ads drove store visits or purchases, all within the same platform.

The mechanism works because retail media networks sit on first-party purchase data that programmatic platforms do not have. A grocery chain knows who bought protein powder last month; a programmatic DSP does not. Historically, a brand would request an audience from the RMN, wait for a file, upload it to the DSP, and run the campaign without direct visibility into whether the ad drove a store trip. The manual handoff created lag and made attribution difficult. By integrating InMarket's location and purchase data into Basis, the partnership closes the loop: the brand selects the RMN audience, launches the campaign, and sees foot traffic lift or sales lift in the same dashboard.

This matters for any physical-product brand spending on digital ads and trying to prove the spend moved product off a shelf. Retail media spending in the United States reached $52 billion in 2024, according to eMarketer, and most of that budget flows through platforms that measure clicks and impressions, not store outcomes. The InMarket-Basis integration gives brands a way to run programmatic campaigns with the same attribution rigor they expect from retail media networks themselves.

A small brand running a regional launch can copy the play without enterprise software. First, request first-party audience segments from the retailer carrying your product. Many regional grocers and specialty chains will share anonymized purchase or loyalty data if you are a vendor. Second, use a location-based ad platform like Simpli.fi or GroundTruth to target those audiences with programmatic display or video, and geofence the store locations where your product is stocked. Third, measure foot traffic lift by comparing store visits from your ad audience against a control group. Location data providers like Foursquare or Placer.ai offer self-serve dashboards for under $500 per month. The result is not enterprise-grade real-time attribution, but it is directional proof that your digital spend drove store traffic, which is enough to justify the next budget request to the buyer.

The broader pattern is that retail media measurement is moving upstream into programmatic buying tools, erasing the boundary between brand advertising and performance advertising for physical products. Brands that treat digital ads as awareness plays and retail media as conversion plays will lose budget to brands that measure both against the same outcome: units sold.