Ibotta (IBTA) Citizens JMP Technology Conference 2026 summary

Business evolution and operational improvements

• Reorganized sales structure by vertical, hired new leadership, and enhanced B2B marketing to improve execution and client understanding.

• Completed reorganization in Q3 last year, with benefits seen by mid-Q4, including better sales continuity and proactive solutions.

• Incorporated client feedback to refine campaign pricing and goal-setting, focusing on credible profitability metrics like incremental sales and cost per incremental dollar.

• Launched and piloted LiveLift, an AI-driven tool for real-time campaign profitability projections and optimization.

• Introduced third-party measurement (e.g., Circana) for independent sales lift validation, enhancing industry credibility.

Industry paradigm shift and measurement

• Digital coupons and direct-to-consumer models have shifted focus to campaign performance and profitability.

• Built consensus around using statistically rigorous, third-party-validated metrics to measure campaign success.

• Machine learning enables ongoing optimization, challenging the view that coupons are inherently unprofitable.

• Third-party measurement benchmarks promotional lift against digital media, showing higher incremental lift for promotions.

• Willingness to share data with independent parties signals confidence and drives industry trust.

LiveLift and AI-driven optimization

• LiveLift provides upfront projections and ongoing updates on campaign performance, allowing for agile adjustments.

• Consensus on success metrics enables machine learning to optimize campaign parameters for profitability.

• Persistent optimization through AI is expected to unlock efficiencies and become a primary application in CPG.

• Goal-setting now occurs before campaigns, with clear metrics and automated reporting, reducing disputes.

• Vision for self-service tools where clients define outcomes and AI configures optimal campaigns, improving over time.