Latest / Retail Media Breakfast Club
83% of Retail Media Campaigns Are Misleading You (iROAS Exposed)
Today I’m revisiting my recent article for The Drum and digging into a piece of research that stopped me in my tracks. And honestly, it might change how you think about retail media measurement altogether. I walk through new findings showing that something as simple as methodological choices can dramatically swing incremental ROAS (iROAS), sometimes even flipping campaign results from positive to negative. If you’ve ever trusted a single performance number at face value, this conversation is going to challenge that assumption.
I also explore what’s really going on beneath the surface of…
The skinny
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