Ibotta, Circana announce strategic partnership

Circana and Ibotta (IBTA) 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. “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’s Lift Studies for Ibotta campaigns will begin to roll out in late 2025 and will be available to all brands by early 2026.