Ron Josey's questions to Ibotta Inc (IBTA) leadership • Q2 2025
Question
Ron Josey from Citi inquired about the rollout of the Cost Per Incremental Dollar (CPID) model, asking for details on the third-party validation that showed better results and how the six new pilots compare to earlier ones.
Answer
Founder and CEO Brian Leach explained that the third-party validation uses an independent panel to measure lift between exposed and unexposed audiences, confirming incremental sales and a more favorable CPID, which suggests Ibotta's internal metrics are conservative. He added that the new pilots involve some of the world's largest CPG companies, elevating conversations from promotions teams to senior P&L owners.