Retail media has reached an inflection point. Incremental ROAS (iROAS) has become central to how advertisers evaluate performance, allocate budgets, and justify investment. Yet, materially different outcomes can be produced for the same campaign based solely on methodological choices.
Ovative experts, in partnership with Albertsons Media Collective and professors from Northwestern University Kellogg School of Management, set out to move the industry toward a more transparent, quantifiable, and trustworthy approach to incremental measurement in retail media.
In this report, our retail media experts share:
- An overview of incremental measurement approaches across retail media networks (RMNs)
- An analysis of 42 campaigns, showing how methodology alone can significantly shift iROAS results
- Practical guidance to help advertisers and RMNs build a shared foundation for confident decision-making
Join Ovative on 4/29 at 1pm ET for a webinar with experts from Northwestern University Kellogg School of Management and Albertsons Media Collective. Dive deeper into the report and learn tips for making confident retail media decisions. RSVP below.
