In an interview with Michael Wamberg, head of AI at Nexta, he outlines how self-service ad management can enhance ROAS for marketers in retail media. Self-serve tools streamline campaign management, giving marketers greater autonomy while reducing costs. Wamberg emphasizes the significance of understanding ROPO behavior, where consumers research online before shopping in-store, underscoring the need for tools that integrate offline sales data into marketing strategies. By leveraging first-party data effectively, brands can better track consumer behaviors and improve retail media attribution models, leading to more accurate ROAS assessments.
Self-serve ad management empowers marketers, providing direct control over campaigns while reducing costs and operational hurdles, enabling enhanced efficiency and scalability.
The ROPO (Research Online, Purchase Offline) behavior is crucial for retailers as it influences ad strategies; consumers often research online before making in-store purchases.
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