# Retail Media Network Measurement Comparison

> Amazon, Walmart, Criteo, Instacart, Roundel, Albertsons compared: attribution models, windows, sales metrics, clean rooms, incrementality, MRC status.

- Canonical: https://nofluffadvisory.com/standards/retail-media-network-measurement-comparison/
- Published: 2026-07-13
- Standards last validated: 2026-07-13

---

*Standards & Protocols*

Validated July 2026 · 6 networks · per-cell sources · maintained

The cross-network measurement matrix with the column no vendor publishes honestly: accreditation status.

Retail media network measurement is how each RMN defines, attributes, and verifies the sales its ads claim. This maintained matrix compares six networks — Amazon, Walmart Connect, Criteo, Instacart, Roundel, and Albertsons Media Collective — across attribution model, windows, sales-metric definition, clean rooms, incrementality, and MRC accreditation, with a source for every cell.

*Figure: MRC accreditation coverage as of July 2026 — delivery metrics only, per the MRC digital directory. No attributed-sales metric is accredited anywhere.*

Every network grades its own homework. The only honest comparison labels who publishes their methodology, who doesn't, and what the independent auditor has actually verified.

## Fast read

- **What it is:** A maintained, per-cell-sourced matrix comparing how six retail media networks define, attribute, and verify the sales their ads claim.
- **Networks:** Amazon Ads, Walmart Connect, Criteo (Commerce Max), Instacart Ads, Roundel (Target), Albertsons Media Collective.
- **Columns:** Attribution model, attribution windows, sales-metric definition, clean room, incrementality offering, MRC accreditation status.
- **The headline:** Every MRC accreditation in retail media covers delivery metrics — impressions, clicks, viewability. No network has an accredited attributed-sales metric.
- **Honesty policy:** Every sourced cell links its source. Where a vendor publishes nothing, the cell says "not publicly documented" — it is not guessed.
- **Watch-out:** ROAS is not comparable across networks. Models, windows, and halo scope differ enough that identical campaigns report different numbers.

*The reference*

## The measurement matrix.

Six networks, six dimensions. Sourced cells link their source inline. Cells marked not publicly documented mean exactly that — the vendor publishes nothing primary; claims that circulate only in vendor or agency content are flagged vendor-asserted or secondary-sourced. Last validated 2026-07-13.

| Network | Attribution model | Windows | Sales-metric definition | Clean room | Incrementality | MRC accreditation |
| --- | --- | --- | --- | --- | --- | --- |
| Amazon Ads | Last-touch, click-based. From Jan 1, 2026, view-through moved to an ML "shopping-signal enhanced last-touch" model — views earn credit only in "discovery moments." [Amazon](https://advertising.amazon.com/resources/whats-new/view-attribution-updates-for-amazon-store-ads) | 14-day click, standard reporting. [Amazon](https://advertising.amazon.com/resources/whats-new/view-attribution-updates-for-amazon-store-ads) Post-2026 view window is ML-determined and shorter — the number is not publicly documented. SP 7-day (sellers) vs 14-day (vendors) click split is secondary-sourced only. [Feedvisor](https://feedvisor.com/university/amazon-sponsored-products-attributed-sales/) AMC allows custom lookbacks. [AMC](https://advertising.amazon.com/solutions/products/amazon-marketing-cloud) | "Total Sales" = promoted ASIN + brand halo. Halo scope differs by product: SP counts same-seller products; SB/SD count any same-brand product incl. 3P. [Amazon](https://advertising.amazon.com/help/GFXUBJVCPTN75M6J) No single public formula. [Feedvisor](https://feedvisor.com/university/amazon-sponsored-products-attributed-sales/) | Amazon Marketing Cloud (AMC) — the category-defining clean room; also runs on AWS Clean Rooms. [Amazon](https://advertising.amazon.com/solutions/products/amazon-marketing-cloud) [AWS](https://advertising.amazon.com/blog/amazon-marketing-cloud-available-on-aws-clean-rooms) | AMC holdout / lift analyses; Brand Lift surveys with a published methodology page. [Amazon](https://advertising.amazon.com/measurement-analytics/brand-lift) | Accredited: SP clicks (total) + SIVT detection; Amazon DSP rendered impressions, clicks, viewability (per-supply-source caveats). [Amazon](https://advertising.amazon.com/blog/amazon-dsp-receives-mrc-accreditation) [MRC](https://mediaratingcouncil.org/accreditation/digital) **No attributed-sales metric accredited.** |
| Walmart Connect | Post-click last-touch in advertiser reports; view-through exists. [Walmart](https://www.walmartconnect.ca/en/advertising-help/campaign-reports/advertiser-reports) The circulating "unified MTA across onsite / offsite / in-club" claim has no public methodology document — vendor-asserted. [Intentwise](https://www.intentwise.com/blog/walmart-connect/in-store-attribution-what-to-know/) | Walmart's public help: default 14-day post-click, selectable 3- and 30-day. [Walmart](https://www.walmartconnect.ca/en/advertising-help/campaign-reports/advertiser-reports) Secondary sources widely claim a 3-day default for US Sponsored Search — conflicts with the public doc; verify in console. | "Total Attributed Sales Revenue," including in-store attributed sales and same-brand "Other Sales" halo. [Walmart](https://www.walmartconnect.ca/en/advertising-help/campaign-reports/advertiser-reports) [Flywheel](https://www.flywheeldigital.com/blog/walmart-connect-in-store-attributed-sales-metrics) Per-product halo scope: not fully publicly documented. | Scintilla (formerly Walmart Luminate, renamed Oct 2024); Insights Activation feeds Scintilla data into Walmart Connect campaigns. [Walmart](https://corporate.walmart.com/news/2024/10/02/walmart-data-ventures-signals-growth-at-inspire-announces-new-name-for-insights-ecosystem) | Incremental sales measurement announced for Sponsored Search. [Walmart](https://www.walmartconnect.com/resources/articles/2025/walmart-connects-sponsored-search-earns-mrc-accreditation) Methodology detail: not publicly documented. | Accredited Oct 16, 2025: Sponsored Search first-party rendered impressions (display + video), clicks, CTR incl. GIVT filtration. [Walmart](https://www.walmartconnect.com/resources/articles/2025/walmart-connects-sponsored-search-earns-mrc-accreditation) [MRC](https://mediaratingcouncil.org/accreditation/digital) **Attributed sales explicitly not covered.** |
| Criteo (Commerce Max / Yield) | Last-click within configurable windows; four product-match scopes (same SKU / category / brand / parent grouping). The best-documented public attribution settings of the six. [Criteo](https://help.retailmedia.criteo.com/kb/guide/en/attribution-settings-sFGmKptYpo/Steps/2973930) | Configurable 7/14/30-day post-click and post-view. Default (Onsite Sponsored Products): 30-day post-click, 1-day post-view. Retailers can override — "Criteo-powered" RMNs differ by retailer. [Criteo](https://help.retailmedia.criteo.com/kb/guide/en/campaign-attribution-settings-kOp98ICINU/Steps/878890) | Attributed sales per configurable match scope (same SKU vs category vs brand) — the configurability is itself a comparability trap. [Criteo](https://help.retailmedia.criteo.com/kb/guide/en/attribution-settings-sFGmKptYpo/Steps/2973930) | No proprietary clean room; closed-loop offering via LiveRamp partnership (launch partner: Boots Media Group). [PMW](https://www.performancemarketingworld.com/article/1895831/liveramp-criteo-partner-launch-new-closed-loop-retail-media-offering) | Incrementality Testing (user-split or geo-split holdouts) plus "Real-time Incrementality" — an always-on directional iROAS metric, vendor-defined, proprietary. [Criteo](https://www.criteo.com/blog/criteos-flexible-approach-to-incrementality/) | Accredited Mar 2024 (first retail-media tech accreditation): display rendered impressions + clicks, Onsite Sponsored Products + Onsite Display, incl. GIVT. Offsite and video not in scope. [Criteo](https://www.criteo.com/news/press-releases/2024/03/criteo-secures-its-first-mrc-accreditation-for-retail-media-measurement/) [MRC](https://mediaratingcouncil.org/accreditation/digital) **No sales metrics.** |
| Instacart Ads | Linear multi-touch by default (since Aug 2022) — the outlier among the six. Credit is distributed across all creditable touchpoints; last-touch view available for comparison. [Instacart](https://www.instacart.com/company/instacart-ads/measuring-your-multi-tactic-ad-strategy-on-instacart) | 14-day default, matched to weekly-basket shopping behavior. [Instacart](https://www.instacart.com/company/instacart-ads/measuring-your-multi-tactic-ad-strategy-on-instacart) [Perpetua](https://help.perpetua.io/en/articles/4480611-instacart-ads-attribution-window) | "Attributed sales" = the campaign's products; same-brand halo reported separately as Halo ROAS — a cleaner split than Amazon's blended Total Sales. [Instacart](https://instacart-ads.knowledgeowl.com/help/display-analytics) | Data Hub clean room (debuted Jan 2026): join first-party data with Instacart purchase signals; Overlap, LTV, New-to-Brand, Path-to-Purchase templates. Public docs. [Instacart](https://docs.instacart.com/data_hub/) | Randomized control tests for causal lift; the "15%+ average incremental sales lift" figure is vendor-sourced. [Instacart](https://company.instacart.com/ads/measurement-insights) | Accredited 2024 (Marketplace), expanded Nov 2025 to Carrot Ads partners: impressions, clicks, CTR, viewable impressions across Sponsored Product, Display, Shoppable Display, Shoppable Video. [PR](https://www.prnewswire.com/news-releases/instacart-earns-media-rating-council-accreditation-302092550.html) [Instacart](https://www.instacart.com/company/pressreleases/instacart-receives-mrc-accreditation-for-carrot-ads) **No sales metrics.** |
| Roundel (Target) | Closed-loop matching of ad exposure to online and in-store purchases via Target first-party identity (Circle, linked payment); Roundel describes "multi-touch attribution." [Roundel](https://roundel.com/insights/closed-loop-on-roas/) Per-touch credit rules: not publicly documented. | Not publicly documented on Roundel's site. Secondary sources report 30-day click / 14-day view defaults — secondary-sourced; verify in your agreement. [secondary](https://smartsmssolutions.com/resources/blog/business/roundel-measurement-brand-lift-clean-rooms) | Attributed sales spanning online and in-store via guest identity matching. [Roundel](https://roundel.com/insights/closed-loop-on-roas/) Granular definition (halo scope, channel weighting): not publicly documented. | Secure data matching against Target first-party data. [Roundel](https://roundel.com/insights/closed-loop-on-roas/) A self-serve clean-room product: not publicly documented. | Matched Market Model (geo holdout, launched 2025); incrementality positioned as the "North Star" metric — secondary-sourced. [secondary](https://smartsmssolutions.com/resources/blog/business/roundel-measurement-brand-lift-clean-rooms) | **Not listed** in the MRC digital accreditation directory as of July 2026. [MRC](https://mediaratingcouncil.org/accreditation/digital) Roundel is a named contributor to the IAB/MRC retail media guidelines. [IAB/MRC](https://www.iab.com/wp-content/uploads/2024/01/IAB_Retail_Media_Measurement_Guidelines_January2024.pdf) |
| Albertsons Media Collective | Match-based attribution via loyalty data; public materials emphasize incrementality over attribution credit. [Albertsons](https://www.albertsonscompanies.com/newsroom/press-releases/news-details/2026/Albertsons-Media-Collective-Launches-Incrementality-Measurement-to-Prove-True-Media-Impact-of-In-Store-Campaigns-and-Plans-Expansion/default.aspx) Per-touch credit rules: not publicly documented. | Not publicly documented in public docs. Secondary research reports 14-day as standard, with windows varying to 28 days — secondary-sourced. [Ovative/Kellogg](https://ovative.com/wp-content/uploads/2025/05/Retail-Media-ROAS-Demystified-Ovative-Albertsons-Kellogg-Business-School.pdf) | iROAS-forward reporting. Its own March 2026 research with Ovative Group and Kellogg professors: iROAS can vary 6.5x — and flip results in 83% of campaigns — on filtering, matching, and revenue-calculation choices alone. [MediaPost](https://www.mediapost.com/publications/article/414359/albertsons-media-adds-incrementality-measurement.html) | LiveRamp clean-room collaboration (early adopter); multi-party clean room with Omnicom built on Snowflake + VideoAmp. [LiveRamp](https://liveramp.com/blog/how-albertsons-media-collective-is-powering-a-more-collaborative-ecosystem-with-liveramp) [P2PI](https://p2pi.com/omnicom-creates-multi-party-clean-room-albertsons-media-collective) | In-store matched-market incrementality (Jan 2026, ~60 store-matching variables) and onsite incrementality (Apr 2026) — store-level test vs control. [Albertsons](https://www.albertsonscompanies.com/newsroom/press-releases/news-details/2026/Albertsons-Media-Collective-Launches-Incrementality-Measurement-to-Prove-True-Media-Impact-of-In-Store-Campaigns-and-Plans-Expansion/default.aspx) [Albertsons](https://www.albertsonscompanies.com/newsroom/press-releases/news-details/2026/Albertsons-Media-Collective-Introduces-Onsite-Incrementality-Measurement-to-Help-Advertisers-Better-Understand-Retail-Media-Impact/default.aspx) | **Not listed** in the MRC digital accreditation directory as of July 2026. [MRC](https://mediaratingcouncil.org/accreditation/digital) Drafted an industry standardization framework naming third-party verification a priority. [whitepaper](https://s29.q4cdn.com/239956855/files/doc_downloads/2023/FINAL_TheCollective_Whitepaper.pdf) |

**Maintenance note**

This table is maintained, not archived. Each cell is re-resolved against its linked source on every validation pass; the LAST_VALIDATED stamp above and in the footer is the date of the most recent pass. Vendor help-center URLs move — one Instacart help URL returned 404 at the July 2026 pass and was replaced with the company documentation page. If a linked source no longer supports its cell, the cell changes.

*Definitional traps*

## How to read this table.

The matrix looks comparable because the columns line up. The definitions underneath do not. Six traps account for most cross-network misreads.

- **01 · "Total Sales" is not one number** — Amazon blends promoted ASIN + brand halo into one figure (and halo scope differs by ad product). Instacart splits Direct vs Halo ROAS. Walmart folds in in-store "Other Sales." Same column header, three different quantities.
- **02 · View-through defaults do silent work** — Criteo's onsite default adds 1-day post-view credit. Amazon's view window is now ML-determined and undisclosed. Roundel's reported 14-day view default is secondary-sourced. Always ask what share of attributed sales is view-through.
- **03 · Configurable windows break comparability** — Criteo windows are retailer-overridable (7/14/30, click and view), so two Criteo-powered RMNs can report the same campaign differently. Walmart lets advertisers select 3, 14, or 30 days.
- **04 · Model heterogeneity** — Instacart distributes credit linearly across touchpoints; everyone else is last-touch. Identical media plans produce structurally different ROAS. Cross-network ROAS league tables are definitionally broken.
- **05 · Accreditation covers delivery, never outcomes** — Every MRC accreditation in this matrix covers impressions, clicks, CTR, or viewability — scoped to specific products and channels. Zero attributed-sales metrics are accredited. Treat any "MRC-accredited" claim as scoped until you have read the scope.
- **06 · iROAS is methodology-sensitive** — Albertsons Media Collective's own research (vendor-sourced): iROAS varies up to 6.5x, and results flip in 83% of campaigns, purely on test/control filtering, matching, and revenue-calculation choices.

*Third-party verification*

## The accreditation column, spelled out.

In retail media the media owner, the measurement provider, and the owner of the sales data are usually the same company. MRC accreditation is the only independent audit in this matrix — which makes its scope the most load-bearing fine print in the category. Four of six networks hold accreditations. All four cover delivery: rendered impressions, clicks, CTR, viewability, invalid-traffic filtration. None covers attributed sales, ROAS, or incrementality — per the [MRC digital accreditation directory](https://mediaratingcouncil.org/accreditation/digital) as of July 2026.

**What this means in practice**

When a network says "MRC-accredited," the audited claim is that an ad rendered, was viewable, or was clicked — measured to MRC standards within a stated scope. The sales number attached to that ad remains self-reported, under a methodology the network chose and, in several cells above, does not publish. The [IAB/MRC Retail Media Measurement Guidelines (January 2024)](https://www.iab.com/wp-content/uploads/2024/01/IAB_Retail_Media_Measurement_Guidelines_January2024.pdf) exist precisely to push definitions, disclosure, and audit toward the outcome metrics — adoption is the open question this page tracks.

*Buyer-side protocol*

## Questions to ask your RMN.

Seven definitional questions grounded in the [IAB/MRC guidelines](https://www.iab.com/wp-content/uploads/2024/01/IAB_Retail_Media_Measurement_Guidelines_January2024.pdf), then three grounded in the [IAB incrementality guidelines](https://www.iab.com/guidelines/guidelines-for-incremental-measurement-in-commerce-media/) and their three principles. Ask them before the annual commit, not after the QBR.

1. Which attribution model produces my reported sales — last-touch, linear, ML-weighted? Is the methodology publicly documented, or only asserted?
2. What are the exact click and view windows on my account — and can the retailer or platform change them without notice?
3. What is inside the "sales" number: promoted SKU only, brand halo, same-seller vs 3P, in-store? Show the formula per ad product.
4. What share of attributed sales is view-through vs click-through?
5. Where do your metric definitions deviate from the IAB/MRC Retail Media Measurement Guidelines?
6. Which metrics are MRC-accredited, at what scope (ad product, channel, device) — and is attributed sales among them? (As of July 2026, it never is.)
7. Can I export event-level or clean-room data to reproduce your number independently?
- **08 · Credible counterfactual** — Is lift measured against a true holdout or control — user-split, geo-split, matched market — or against a model proxy? Which of the four IAB methodology families is this?
- **09 · Control of bias** — How are test and control matched, which filters are applied to transactions and audiences, and who chose them — you or the party being graded?
- **10 · Signal vs noise** — What is the statistical confidence, and would the result survive a different revenue-calculation choice? (Albertsons’ own research says it often does not.)

*No Fluff POV*

## Comparability is a contract term, not a dashboard feature.

No network will normalize its definitions for you — halo-inclusive sales and configurable windows report bigger numbers. The leverage sits in procurement: pin the model, the windows, the sales-metric formula, and the view-through share in the agreement; require export or clean-room access to reproduce the number; and price any metric the vendor cannot document publicly as exactly what it is — unverified.

*FAQ*

## Frequently asked questions.

**Which retail media networks have MRC accreditation?**

As of July 2026: Amazon (Sponsored Products clicks plus SIVT detection; Amazon DSP rendered impressions, clicks, and viewability), Criteo (March 2024 — onsite display rendered impressions and clicks on Commerce Max / Commerce Yield), Walmart Connect (October 2025 — Sponsored Search rendered impressions, clicks, and CTR), and Instacart (2024 for the Marketplace, expanded November 2025 to Carrot Ads — impressions, clicks, CTR, viewable impressions). Roundel and Albertsons Media Collective are not listed in the MRC digital accreditation directory.

**Is any RMN attributed-sales or ROAS metric MRC-accredited?**

No. Every retail media MRC accreditation to date covers delivery metrics — impressions, clicks, CTR, viewability — scoped to specific ad products and channels. No network has an accredited attributed-sales, ROAS, or incrementality metric as of July 2026. That is the single most important scope limit to keep in mind when a network cites its accreditation.

**Can I compare ROAS across Amazon, Walmart, and Instacart?**

Not directly. Amazon reports last-touch Total Sales including brand halo; Walmart reports Total Attributed Sales Revenue including in-store halo with selectable 3/14/30-day windows; Instacart distributes credit linearly across touchpoints and splits halo into a separate metric. Different models, windows, and sales scopes mean identical campaigns produce structurally different ROAS. Normalize definitions first, or compare via independent incrementality tests.

**What is the difference between attributed sales and incremental sales?**

Attributed sales assign credit to ad exposures under a chosen rule (last-touch, linear, ML-weighted) — including purchases that would have happened anyway. Incremental sales estimate the causal lift versus a counterfactual: a holdout, geo split, or matched market. The IAB Guidelines for Incremental Measurement in Commerce Media (November 2025) define four methodology families and rest on three principles: credible counterfactuals, control of bias, and separation of signal from noise.

**Why do some cells in this matrix say "not publicly documented"?**

Because that is the accurate answer. Several networks do not publish attribution windows, view-weighting methodology, or halo-scope formulas. Where a claim circulates only in vendor or agency content without a primary document, this matrix labels it vendor-asserted or secondary-sourced instead of presenting it as fact. Treat those cells as questions for your RMN contract negotiation.

*Related*

## Related materials.

- [Retail & Commerce Media Measurement (hub)](https://nofluffadvisory.com/standards/retail-commerce-media-measurement/)
- [Measurement & Media Quality](https://nofluffadvisory.com/standards/measurement-verification-media-quality/)
- [Data Clean Rooms & PETs](https://nofluffadvisory.com/standards/data-clean-rooms-pets-interoperability/)
- [Event & Conversion APIs](https://nofluffadvisory.com/standards/event-conversion-apis-outcome-signals/)
- [Research & Measurement Science](https://nofluffadvisory.com/standards/research-measurement-science/)
- [All Standards & Protocols](https://nofluffadvisory.com/standards/)

### Primary sources to validate (38 sources)

- [View attribution updates for Amazon store ads](https://advertising.amazon.com/resources/whats-new/view-attribution-updates-for-amazon-store-ads) — Amazon Ads. Vendor documentation; confidence: primary; checked 2026-07-13. Primary notice: view-through moves to shopping-signal enhanced last-touch from Jan 1, 2026; click attribution unchanged.
- [Brand halo help page](https://advertising.amazon.com/help/GFXUBJVCPTN75M6J) — Amazon Ads. Vendor documentation; confidence: primary; checked 2026-07-13. Halo scope per ad product: same-seller for SP; any same-brand product incl. 3P for SB/SD.
- [Amazon Marketing Cloud](https://advertising.amazon.com/solutions/products/amazon-marketing-cloud) — Amazon Ads. Vendor documentation; confidence: primary; checked 2026-07-13. AMC clean room: custom attribution, audience building, pseudonymized event-level query.
- [AMC available on AWS Clean Rooms](https://advertising.amazon.com/blog/amazon-marketing-cloud-available-on-aws-clean-rooms) — Amazon Ads. Vendor announcement; confidence: supporting; checked 2026-07-13. AMC runs on AWS Clean Rooms infrastructure.
- [Amazon Brand Lift](https://advertising.amazon.com/measurement-analytics/brand-lift) — Amazon Ads. Vendor documentation; confidence: primary; checked 2026-07-13. Survey-based lift with a published methodology page.
- [Amazon DSP receives MRC accreditation](https://advertising.amazon.com/blog/amazon-dsp-receives-mrc-accreditation) — Amazon Ads. Vendor announcement; confidence: primary; checked 2026-07-13. DSP rendered impressions, clicks, viewability accredited — with per-supply-source caveats.
- [MRC digital accreditation directory](https://mediaratingcouncil.org/accreditation/digital) — Media Rating Council. Accreditation directory; confidence: primary; checked 2026-07-13. The independent record of what is accredited, per metric and scope. The accreditation column resolves against this directory.
- [Amazon Sponsored Products attributed sales](https://feedvisor.com/university/amazon-sponsored-products-attributed-sales/) — Feedvisor. Secondary source; confidence: supporting; checked 2026-07-13. Secondary: SP 7-day (seller) vs 14-day (vendor) click windows; explicitly cites no Amazon primary.
- [Amazon tightens view attribution as ROAS reporting splits](https://ppc.land/amazon-tightens-view-attribution-as-roas-reporting-splits/) — PPC Land. Trade press; confidence: supporting; checked 2026-07-13. Trade coverage of the 2026 view-attribution change and reporting split.
- [Advertiser reports (campaign reports help)](https://www.walmartconnect.ca/en/advertising-help/campaign-reports/advertiser-reports) — Walmart Connect. Vendor documentation; confidence: primary; checked 2026-07-13. Public primary: default 14-day post-click, selectable 3- and 30-day; Total Attributed Sales Revenue metric names.
- [Walmart Connect's Sponsored Search earns MRC accreditation](https://www.walmartconnect.com/resources/articles/2025/walmart-connects-sponsored-search-earns-mrc-accreditation) — Walmart Connect. Vendor announcement; confidence: primary; checked 2026-07-13. Oct 16, 2025 accreditation: rendered impressions, clicks, CTR incl. GIVT; attributed sales not covered. Also announces incremental sales measurement.
- [Walmart Data Ventures announces Scintilla](https://corporate.walmart.com/news/2024/10/02/walmart-data-ventures-signals-growth-at-inspire-announces-new-name-for-insights-ecosystem) — Walmart (corporate). Vendor announcement; confidence: primary; checked 2026-07-13. Luminate renamed Scintilla, Oct 2024; Insights Activation into Walmart Connect.
- [Walmart in-store attribution: what to know](https://www.intentwise.com/blog/walmart-connect/in-store-attribution-what-to-know/) — Intentwise. Secondary source; confidence: supporting; checked 2026-07-13. Secondary description of Walmart view-through and in-store attribution behavior.
- [Walmart Connect in-store attributed sales metrics](https://www.flywheeldigital.com/blog/walmart-connect-in-store-attributed-sales-metrics) — Flywheel. Secondary source; confidence: supporting; checked 2026-07-13. Secondary on in-store attributed sales and "Other Sales" halo.
- [Attribution settings](https://help.retailmedia.criteo.com/kb/guide/en/attribution-settings-sFGmKptYpo/Steps/2973930) — Criteo (help center). Vendor documentation; confidence: primary; checked 2026-07-13. Primary: last-click model, four product-match scopes.
- [Campaign attribution settings (windows and defaults)](https://help.retailmedia.criteo.com/kb/guide/en/campaign-attribution-settings-kOp98ICINU/Steps/878890) — Criteo (help center). Vendor documentation; confidence: primary; checked 2026-07-13. Primary: 7/14/30-day post-click and post-view options; onsite SP default 30-day click + 1-day view; retailer overrides.
- [Criteo secures its first MRC accreditation for retail media measurement](https://www.criteo.com/news/press-releases/2024/03/criteo-secures-its-first-mrc-accreditation-for-retail-media-measurement/) — Criteo. Vendor announcement; confidence: primary; checked 2026-07-13. Mar 2024: display rendered impressions + clicks, onsite products, GIVT; offsite and video out of scope.
- [MRC accreditation (help center scope page)](https://help.retailmedia.criteo.com/kb/guide/en/mrc-accreditation-Lftya7t1kW/Steps/3354219) — Criteo (help center). Vendor documentation; confidence: primary; checked 2026-07-13. The accreditation scope as documented for advertisers.
- [Criteo's flexible approach to incrementality](https://www.criteo.com/blog/criteos-flexible-approach-to-incrementality/) — Criteo. Vendor documentation; confidence: primary; checked 2026-07-13. Incrementality Testing (user/geo split) and proprietary Real-time Incrementality iROAS.
- [LiveRamp and Criteo partner on closed-loop retail media](https://www.performancemarketingworld.com/article/1895831/liveramp-criteo-partner-launch-new-closed-loop-retail-media-offering) — Performance Marketing World. Trade press; confidence: supporting; checked 2026-07-13. Criteo closed-loop via LiveRamp; Boots Media Group launch partner.
- [Measuring your multi-tactic ad strategy on Instacart](https://www.instacart.com/company/instacart-ads/measuring-your-multi-tactic-ad-strategy-on-instacart) — Instacart. Vendor documentation; confidence: primary; checked 2026-07-13. Primary: linear multi-touch default since Aug 2022; 14-day window rationale.
- [Display analytics (Halo ROAS)](https://instacart-ads.knowledgeowl.com/help/display-analytics) — Instacart (help center). Vendor documentation; confidence: primary; checked 2026-07-13. Attributed sales vs separately-reported Halo ROAS. Help-center URLs have moved before — re-verify at each validation pass.
- [Instacart Data Hub documentation](https://docs.instacart.com/data_hub/) — Instacart. Vendor documentation; confidence: primary; checked 2026-07-13. Clean room (Jan 2026): Overlap, LTV, New-to-Brand, Path-to-Purchase templates.
- [Instacart earns Media Rating Council accreditation](https://www.prnewswire.com/news-releases/instacart-earns-media-rating-council-accreditation-302092550.html) — PR Newswire. Trade press; confidence: primary; checked 2026-07-13. 2024 Marketplace accreditation announcement.
- [Instacart receives expanded MRC accreditation for Carrot Ads](https://www.instacart.com/company/pressreleases/instacart-receives-mrc-accreditation-for-carrot-ads) — Instacart. Vendor announcement; confidence: primary; checked 2026-07-13. Nov 2025 expansion: impressions, clicks, CTR, viewable impressions across ad formats, US + Canada.
- [Measurement & insights](https://company.instacart.com/ads/measurement-insights) — Instacart. Vendor documentation; confidence: supporting; checked 2026-07-13. RCT-based incrementality; the 15%+ average lift figure is vendor-sourced.
- [Instacart Ads attribution window](https://help.perpetua.io/en/articles/4480611-instacart-ads-attribution-window) — Perpetua (help). Secondary source; confidence: supporting; checked 2026-07-13. Secondary confirmation of the 14-day default.
- [How advertisers and media partners can close the loop on ROAS](https://roundel.com/insights/closed-loop-on-roas/) — Roundel (Target). Vendor documentation; confidence: primary; checked 2026-07-13. Primary: closed-loop matching to online + in-store purchases; "multi-touch attribution" language; no windows published.
- [Roundel measurement, brand lift, clean rooms](https://smartsmssolutions.com/resources/blog/business/roundel-measurement-brand-lift-clean-rooms) — SmartSMSSolutions. Secondary source; confidence: supporting; checked 2026-07-13. Secondary: reported 30-day click / 14-day view defaults; Matched Market Model. Not a primary document — flagged as such in the matrix.
- [Albertsons Media Collective launches in-store incrementality measurement](https://www.albertsonscompanies.com/newsroom/press-releases/news-details/2026/Albertsons-Media-Collective-Launches-Incrementality-Measurement-to-Prove-True-Media-Impact-of-In-Store-Campaigns-and-Plans-Expansion/default.aspx) — Albertsons Companies. Vendor announcement; confidence: primary; checked 2026-07-13. Jan 2026: store-level matched-market framework, ~60 matching variables.
- [Albertsons Media Collective introduces onsite incrementality measurement](https://www.albertsonscompanies.com/newsroom/press-releases/news-details/2026/Albertsons-Media-Collective-Introduces-Onsite-Incrementality-Measurement-to-Help-Advertisers-Better-Understand-Retail-Media-Impact/default.aspx) — Albertsons Companies. Vendor announcement; confidence: primary; checked 2026-07-13. Apr 2026: onsite incrementality product.
- [How Albertsons Media Collective powers collaboration with LiveRamp](https://liveramp.com/blog/how-albertsons-media-collective-is-powering-a-more-collaborative-ecosystem-with-liveramp) — LiveRamp. Vendor announcement; confidence: supporting; checked 2026-07-13. Clean-room collaboration via LiveRamp.
- [Omnicom creates multi-party clean room with Albertsons Media Collective](https://p2pi.com/omnicom-creates-multi-party-clean-room-albertsons-media-collective) — Path to Purchase Institute. Trade press; confidence: supporting; checked 2026-07-13. Snowflake + VideoAmp multi-party clean room.
- [Albertsons Media adds incrementality measurement](https://www.mediapost.com/publications/article/414359/albertsons-media-adds-incrementality-measurement.html) — MediaPost. Trade press; confidence: supporting; checked 2026-07-13. Coverage of Albertsons research: iROAS varies up to 6.5x and flips results in 83% of campaigns on methodology choices.
- [Transforming retail media through standardization (whitepaper)](https://s29.q4cdn.com/239956855/files/doc_downloads/2023/FINAL_TheCollective_Whitepaper.pdf) — Albertsons Media Collective. Vendor documentation; confidence: supporting; checked 2026-07-13. Standardization framework naming third-party verification a priority area.
- [IAB/MRC Retail Media Measurement Guidelines (January 2024)](https://www.iab.com/wp-content/uploads/2024/01/IAB_Retail_Media_Measurement_Guidelines_January2024.pdf) — IAB / MRC. Standards document; confidence: primary; checked 2026-07-13. The definitional baseline: shared metric definitions, methodology disclosure, independent audit.
- [Guidelines for Incremental Measurement in Commerce Media (November 2025)](https://www.iab.com/guidelines/guidelines-for-incremental-measurement-in-commerce-media/) — IAB. Standards document; confidence: primary; checked 2026-07-13. Four methodology families; three principles: credible counterfactuals, control of bias, separation of signal from noise.
- [Retail Media ROAS Demystified](https://ovative.com/wp-content/uploads/2025/05/Retail-Media-ROAS-Demystified-Ovative-Albertsons-Kellogg-Business-School.pdf) — Ovative Group × Kellogg School (with Albertsons data). Secondary source; confidence: supporting; checked 2026-07-13. Research paper on ROAS methodology sensitivity; source for secondary window claims.

> Platform capabilities and naming change quickly. Last validated: 2026-07-13. Check current documentation before implementation.