Forget ROAS? The New Retail Metrics Game | AdExchanger

ROAS can lead to 'moral hazard' in advertising, pushing buyers to blindly invest in platforms with high reported ROAS, even if the metrics may not accurately reflect actual impact.

ROMO, or 'Return on marketing objectives,' provides a broader perspective compared to ROAS, by focusing on achieving overall business objectives rather than just direct returns on marketing budgets.

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