Brands must prove incremental sales from their advertising campaigns, despite the complexity introduced by multiple channels andRetail Media Networks, each with its own attribution methodology.
As retail media grows, each Retail Media Network employs unique attribution methods, complicating brands' efforts to measure campaign effectiveness across diverse platforms.
The rise of retail media necessitates that brands utilize incremental return on ad spend (iROAS), a metric that focuses directly on the causal impact of advertising.
Retail media is projected to constitute nearly a quarter of total ad spend by 2028, highlighting the urgency for brands to refine their measurement strategies.
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