Button announced that Deliveroo has launched with Evolution™, Button's product suite that provides industry-first personalization and intelligence products. These products are designed to give marketers the opportunity to spend smarter across their partnerships and affiliate traffic, conduct incrementality tests to better understand incremental return on ad spend (ROAS) across publishers, and increase sales. The current pandemic has fundamentally shifted the way people consume, especially when it comes to the way they dine. With a base of people trying food delivery apps for the first time as a result of stay-at-home guidances, it's no wonder eMarketer forecasts that the number of smartphone food delivery app users will rise 25.2% to 45.6 million this year. As competition in the food delivery space gets more heated, it has become a forcing function for brands in this category to spend more judiciously through better intelligence and testing capabilities. Deliveroo partnered with Button to unlock incrementality testing—dynamically targeting holdout groups across publishers on Button's Personalization API in order to measure the incrementality of new and existing Deliveroo orders at scale. Through this testing and learning, Button's solution will give Deliveroo a better understanding of incremental ROAS, open up new partnerships with Button publishers, and enable the brand to spend bigger budgets more confidently while it expands its user base and grows sales.