Retail Media ROAS Demystified

Home » Expert Insights » Retail Media ROAS Demystified: Understanding Your Brand’s ROAS

Retail Media ROAS Demystified: Understanding Your Brand’s ROAS

Despite rapid growth of Retail Media Networks (RMNs), measurement standards and transparency have lagged. Many advertisers and RMNs rely on Return on Ad Spend (ROAS) as a performance metric to drive investment decisions. Yet the ROAS methodologies used across RMNs are complex and can meaningfully vary.

Ovative experts, in partnership with Albertsons Media Collective and professors from Northwestern University Kellogg School of Management, set out to create greater transparency and understanding around the differences in ROAS methodologies across RMNs and arm advertisers with tools to support conversations with their RMN partners and within the industry.

In this report, we share:

An overview of the key ROAS methodology differences across RMNs
An analysis from 573 campaigns from Albertsons Media Collective showing how changes in ROAS methodology change results
Important questions for advertisers to use to drive more transparent measurement conversations with their partner RMNs

Download

Have a question or want a copy of our upcoming report on Retail Media Incremental ROAS Demystified? Sign up and be first to receive our research insights.

Name(Required)

First Last

Company name(Required)

Role(Required)

Email(Required)

ARTICLE AUTHORS

Brett R. Gordon

Charles H. Kellstadt Professor of Marketing, Northwestern University’s Kellogg School of Management

Brett is the Charles H. Kellstadt Professor of Marketing at Northwestern University’s Kellogg School of Management. His research focuses on helping firms optimize their pricing, promotion, and advertising strategies through analytical modeling and field experiments. His current work addresses the challenge of measuring incremental advertising effectiveness while accounting for realworld marketing constraints.
Derek Nelson

Senior Director, Retail Media, Ovative Group

Derek has an innate curiosity and desire to teach others. As a Senior Director of Retail Media, he uses this curiosity to drive meaningful change in marketing measurement and help brands build retail media networks.
Kate Bante

VP, Measurement Strategic Initiatives, Ovative Group

Kate's superpower is her knack for solving complex problems. As a VP of Measurement Strategic Initiatives, she uses this skill to tackle emerging questions in retail media, brand, CPG, and incrementality measurement.
Eric T. Anderson

Polk Bros. Chair and Professor of Marketing, Northwestern University’s Kellogg School of Management

Eric is the Polk Bros. Chair and Professor of Marketing at Northwestern University’s Kellogg School of Management. He has served on the board of directors at Canadian Tire since 2016. His research and advising focus on applied analytics and ML/AI in retail, eCommerce, and financial services.
Levi Dantzinger

Leader of Marketing Science Research, Albertsons Media Collective

Levi is the leader of Marketing Science Research at Albertsons Media Collective. He brings analytics and data science experience across industry verticals including CPG, Defense, Healthcare, InsureTech, and Retail Media. At The Collective, he focuses on innovating measurement methodologies and metrics to help advance causal understanding of Retail Media’s impact on buyer behavior to help drive meaningful incremental value for brands.
Sophie Armor

Data Scientist, Albertsons Media Collective

Sophie is a Data Scientist at Albertsons Media Collective. She brings both financial services and retail media expertise to her work and specializes in causal inference and insight generation, leveraging her expertise to drive impactful data-driven decisions.

Marketing is broken—but there’s a better way. Read more.

Marketing is broken—but there’s a better way. Read more.

Marketing is broken—but there’s a better way. Read more.