Observed Signal · May 27, 2026 · Partnership · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
InMarket and Basis Expand RMN & Measurement Integration
InMarket and Basis announced an expanded strategic partnership that brings InMarket’s Retail Media Network (RMN) audiences, lift-optimized audiences, and outcomes-focused measurement natively into the Basis advertising platform. Basis customers gain direct access to InMarket’s incremental visit and sales lift measurement across all retailers and RMNs, plus expanded incremental lift capabilities for Dining, CPG, and Automotive verticals. The integration provides RMN-specific audience segments built from visitation and commerce data (including buyer types not available on RMNs) and Lift Optimized Audiences for planning, activation, and targeting of known visitors, purchasers, and look-alikes. The release frames the move amid a fast-growing US retail media market projected to reach nearly $70 billion in 2026, and includes statements from Basis EVP Tim Smith and InMarket Chief Strategy Officer Michael Della Penna.
Integration brings RMN audiences and outcome measurement natively into a major activation platform (Basis), improving retail media activation and measurement across key verticals amid a rapidly growing retail media market.
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Key Takeaways & Evidence Grounding
- InMarket and Basis expanded their strategic partnership to integrate InMarket’s audiences and measurement natively into the Basis platform.
- Basis users now have native access to InMarket’s incremental visit & sales lift measurement across all retailers and RMNs.
- Incremental sales lift measurement capabilities are extended to support Dining, CPG, and Automotive verticals.
- Unique RMN audiences (built from visitation and commerce data, including cash purchasers and offline-only buyers) and Lift Optimized Audiences are now accessible through Basis.
- The article notes US retail media advertising is projected to reach nearly $70 billion in 2026, growing 17.8% year‑over‑year.
Connected Companies & Entities
3 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
InMarket and Yahoo DSP Partner for Visit-Based Optimization
InMarket announced a strategic partnership with Yahoo DSP to enable real-time, visit-based campaign optimization for advertisers in the U.S. and Canada. The integration streams daily observed store-visit signals from InMarket into Yahoo’s In-Flight Outcomes, allowing Yahoo DSP users to connect media exposure with in-person visits and trigger automated campaign adjustments via Yahoo Blueprint. Advertisers gain multi-location performance analysis, directional campaign reporting, and clearer correlation between digital media and real-world visitation. InMarket’s standalone Campaign Incrementality measurement platform can be used alongside the Yahoo integration to evaluate ROAS, incrementality and lift tied to visits and sales. The announcement highlights applicability across verticals including retail, QSR and automotive and includes statements from Michael Della Penna (InMarket) and Emily Ray (Yahoo DSP).
Criteo SSP Recognized by Frost & Sullivan for Commerce Media Innovation
Criteo's SSP has been recognized by Frost & Sullivan for innovation in commerce media, as announced in a new press release dated October 5, 2026.
Apple iOS 27 Blocks The Trade Desk from Serving Safari Ads
Apple's iOS 27, released mid-September, has blocked major programmatic data firms—including The Trade Desk, LiveRamp, ID5, Permutive, and Audigent—from serving ads or collecting data in Safari via a WebKit blocklist. This dynamic, privately hosted blocklist prevents ad delivery on iPhones, iPads, and macOS, affecting CDPs, DMPs, and DSPs. The Trade Desk's adsrvr.org was removed in iOS 27.2 beta, but Apple plans a broader blocklist covering hundreds of ad tech and martech vendors, disrupting ad serving, attribution, and alternative IDs. Unlike ATT, this fully blocks ad delivery, raising competitive concerns, especially if Google is exempt. Some vendors like LiveIntent and Lotame remain unaffected, but the block reduces publisher demand and shifts market composition. It follows regulatory actions in Europe and a UK class action, with Germany's Bundeskartellamt concluding in mid-2026. IAB Tech Lab's Trusted Server is a proposed solution, but adoption is slow. Impact is currently limited by low iOS 27 adoption but expected to grow.
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