2025. From Attribution to Action: Causal Incrementality and Bandit-Based Optimization for Omnichannel Customer Acquisition in Retail Media Networks. International Journal of Research Publications in Engineering, Technology and Management (IJRPETM). 8, 6 (Nov. 2025), 13171–13181. DOI:https://doi.org/10.15662/IJRPETM.2025.0806021.