As retail media growth shows no signs of slowing, brands will need to continue to invest in retail media advertising and will need to prove the impact of those investments across walled garden ecosystems and disconnected platforms.
iROAS is a more sophisticated metric than traditional ROAS and isolates the potential causal impact of marketing efforts on sales, allowing brands to optimize strategies effectively.
The biggest challenge for advertisers isn't the lack of options for measurement, but the lack of standards across channels, platforms and retailers complicates measuring incremental sales.
To prove that their campaigns are driving incremental sales, brands must answer the question: 'Did my ad spend result in an increase in incremental sales?'
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