Incremental ROAS (iROAS) is one of the most talked-about retail media metrics. And one of the least understood.
Traditional ROAS measures the revenue attributed to advertising, but not whether that revenue would have happened anyway. iROAS goes further, isolating the incremental impact, estimating the revenue driven specifically by media exposure. That added rigor makes iROAS more powerful, but also more sensitive to how it's measured. While it promises a clearer view of performance than traditional ROAS, without consistency and transparency, iROAS can mislead rather than inform.
In partnership with Albertsons Media Collective and professors from Northwestern University Kellogg School of Management, Ovative's retail media experts are bringing much-needed clarity to iROAS. This research uncovers how measurement approaches materially impact results, showing that iROAS outputs can vary on average by 6.5x based on methodology. That level of variance underscores why standardization is critical for the future of retail media.
Read the report to become equipped with insights and confidence to evaluate iROAS more rigorously, ask sharper questions, and make smarter investment decisions.
In this report, you'll find:
- A clear breakdown of approaches to measuring retail media incrementality and where they diverge
- An analysis of 42 campaigns within Albertsons Media Collective, demonstrating how methodology alone can significantly shift iROAS outcomes
- Standards for improving consistency and transparency
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.
