What's inside this issue: 📊 Adobe Mix Modeler - The tool that answers the C-suite's favorite question: "But did it work?" 🍫 Mars Inc's Retail Media Playbook - They score partners with quarterly report cards and only invest where incrementality is proven (no cannibalizing yesterday's Snickers sales!) 🍎 iOS 26 Privacy Updates - Why "last-click attribution" is now as outdated as your AOL email address 🤖 Adverity Intelligence - AI that lets your data actually talk to you (in human, not SQL) 🏆 Circana's MMM Power Move - They just assembled the Avengers of incrementality analytics Plus: Why retail media is having an existential crisis about measurement (spoiler: proxy metrics are lying to you). The bottom line: In 2025, incrementality is king. If your media doesn't drive new sales, it's just expensive wallpaper. Ready to sound smarter than your cousin who thinks "incrementality" is a new oat milk brand? 🔴 Subscribe to the Marketing Science Chronicles newsletter https://www.linkedin.com/pulse/marketing-science-chronicles-issue-02-vinay-karode-2hh3c