#incremental-roas

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#advertising-measurement #randomized-controlled-trials #geo-experiments #retail-media #incrementality
Marketing
fromAdExchanger
4 days ago

The High Cost Of Bad Measurement: Why Randomized Geo Experiments Are The Gold Standard | AdExchanger

Geographic randomized experiments using DMAs yield deterministic, platform-independent measures of incremental ROAS, avoiding biases and misallocation caused by quasi-experimental and compromised user-level methods.
E-Commerce
fromDigiday
2 weeks ago

Measurement is the word defining retail media right now

Brands demand consistent, clear measurement and incrementality testing to assess retail media ad effectiveness, verify incremental ROAS, and align data across retailers and agencies.
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