Drive incremental sales with iROAS — an industry-leading metric

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We are committed to providing our partners* with transparent measurement solutions, which is why we have recently enhanced our offering to include a new, industry-leading iROAS measurement methodology.

CMX™ provides partners a robust incrementality model designed to:

Measure the true impact of ad spend
Refine media strategies
Drive sales based on actual observed outcomes — not predicted behaviors

Providing partners with incrementality understanding is a top priority for CMX, too

71% of advertisers recognize incrementality as the most important KPI in RMN investments* according to the ANA, underscoring the growing importance of this approach.

The impact of a balanced test-and-control methodology

Partners gain high accuracy, clear causality and experimental control, ensuring that results reflect the true effectiveness of their marketing efforts. In accordance with IAB standards, CMX uses balanced test vs. control groups, removing bias inherent in other RMN methods.

How we approach iROAS at CMX

Audience randomization

CMX randomizes and sorts individuals into test and control groups to ensure the groups are identical, balanced and unbiased.
Performance measurement

We only use viewable impressions to measure performance, with highly deterministic sales based on real people and real purchases to understand lift.
Incremental sales evaluation

Incremental sales are evaluated as a combination of the observed sales difference for current brand buyers and total spend for new to brand buyers.