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
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