Target’s Roundel admits incrementality pitch is a hard sell
Adweek’s Mitchell Parton reports that Roundel exec Shawn McGahee told advertisers at a New York event that only 8% of the retail media network’s advertisers use incrementality as their primary performance metric.
Why it matters. Until incrementality catches on, advertisers keep leaning on last-touch and exposure metrics that retail media networks have long been criticized for favoring.
Signal from adweek.com · Mitchell Parton · read the original.
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