According to a recent LinkedIn post from Kard, the company is drawing attention to incrementality testing as a key performance measure in retail and commerce media. The post contrasts traditional attribution, which identifies who converted, with incrementality, which aims to assess whether marketing activity actually drove those conversions.
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The post highlights that 71% of advertisers reportedly rank incrementality as the most important KPI in this segment, suggesting growing demand for more rigorous measurement of marketing effectiveness. Kard references a new blog that explains how incrementality testing works, its strategic value, and examples of how merchants are applying it, including benchmarkable results.
For investors, this emphasis on incrementality suggests that Kard is positioning its offering around advanced analytics and performance accountability, areas that can support pricing power and client retention if effectively executed. In an environment where marketers are scrutinizing ROI, solutions that help prove causal impact could strengthen Kard’s competitive standing and support potential revenue growth.
The focus on practical use cases and benchmarks may also indicate that Kard is targeting larger or more sophisticated advertisers that manage significant retail and commerce media budgets. If the company can convert this educational content into product adoption or upsells, it could enhance recurring revenue streams and deepen integration within clients’ marketing tech stacks.