Ibotta (IBTA) The Citizens JMP Technology Conference 2025 summary

Position in the marketing ecosystem

• Operates the largest digital promotions network in the U.S., connecting CPG brands with consumers through targeted offers across major publishers like Walmart, DoorDash, and Instacart.

• Evolved from a cash-back app to a platform powering publisher sites, enabling pay-per-performance ad units.

• Brands pay on a fee-per-sale basis, focusing on profitable market share growth.

Brand objectives and value proposition

• Drives short-term sales and supports new product launches through targeted promotions.

• Uses AI and data to increase household penetration and combat private label competition.

• Offers high ROI and incrementality, with measurable impact on repeat purchases and distribution expansion.

• Helps brands demonstrate product traction to secure better shelf placement and more store locations.

Measurement innovation and future plans

• Provides advanced measurement tools with 96% client retention, aiming to transform CPG marketing allocation.

• Implements real-time lift studies and cost per incremental dollar (CPID) metrics, piloted with major clients.

• Plans to automate CPID prediction, enable machine learning-based targeting, and streamline campaign management by year-end.