Retail media execs push past ROAS as measurement standard
Adweek’s Justin Chin reports that at ADWEEK House, retail and travel media executives from Albertsons, Simon Property Group, Marriott and others argued that single metrics like ROAS are unreliable, urging incrementality, foot traffic and multi-point measurement instead.
Why it matters. Brands that lean on ROAS alone to justify retail media spend will face pushback from networks asking for incrementality and in-store data instead.
Signal from adweek.com · Justin Chin · read the original.
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