Key stat: 61% of US retail business decision-makers use media mix modeling to measure incrementality, according to December 2025 data from Feedvisor.

Beyond the chart:

• The chart's dominance lands against a backdrop of widespread dissatisfaction. Some 75% of US buy-side leaders say their core ad measurement approaches underperform, per the IAB's State of Data 2026.
• Meanwhile, the gap between MMM and more resource-intensive methods like ghost bids and geo-tests reflects where most brands actually sit. Only 23.5% of commerce media ad buyers spend $50 million or more annually, per EMARKETER.

Use this chart: Drop this in your next measurement strategy or media planning meeting to show where retail brands are putting their incrementality dollars. Use the MMM vs. MTA gap to benchmark your current measurement mix, and make the case for why media mix modeling belongs at the top of your attribution stack.

Related EMARKETER reports:

• Commerce Media Ad Buyer Insights 2026 (EMARKETER subscription required)
• The Structural Constraints Limiting In-Store Retail Media (EMARKETER subscription required)

Methodology: Data is from the March 2026 Feedvisor report titled "2026 State of Brand Commerce." 1,000+ US retail decision-makers were surveyed online by Zogby Analytics during November-December 2025. Results from the full survey are based on a confidence interval of 95%, the margin of error is for +/- 4.4 percentage points.

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.