IAB Report Finds Advertisers Shifting Focus Beyond ROAS in Retail Media
· 3h ago · Originally reported by Performance Marketing World
A new IAB report highlights that advertisers in retail media are moving beyond traditional Return on Ad Spend (ROAS) metrics. The findings suggest a broader approach to measuring campaign success, reflecting evolving priorities among buyers.
Why it matters
This shift indicates that advertisers are seeking more comprehensive ways to evaluate retail media effectiveness, which could influence how campaigns are planned and measured across the industry.
Explain it like I’m new here
Advertisers are starting to look at more than just how much money they make back from ads, like checking other signs their ads are working.
Read the original at Performance Marketing World
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
ROAS (return on ad spend)
ROAS (return on ad spend) is the revenue generated by advertising divided by the money spent on that advertising, usually shown as a ratio like 4:1 or 400%.
IAB (Interactive Advertising Bureau)
The IAB (Interactive Advertising Bureau) is the US-based trade association for the digital advertising and media industry, founded in 1996, which publishes research, guidelines and policy positions.
Retail media
Retail media is advertising sold by retailers, on their own websites, apps and stores or elsewhere using their shopper data, letting brands reach customers close to the point of purchase.
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