IAB Europe Finds Retail Media Buyers Report ROAS Drop to 49% From 89%
· 1h ago · Originally reported by PPC Land
A recent IAB Europe study shows retail media buyers are seeing return on ad spend (ROAS) fall to 49%, down from 89%. The report also highlights a gap between buyer demand for multi-touch attribution and what sellers provide.
Why it matters
This matters because accurate measurement and attribution are crucial for advertisers to justify spending on retail media, and a sharp drop in ROAS could impact future investment in the channel.
Explain it like I’m new here
It's like shoppers getting less value for their money at a store, so they might not want to shop there as much.
Terms in this story
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.
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.
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