Fixating on ROAS makes it harder to figure out how certain parts of a campaign perform, especially now that retail media buys often include other, less performance-focused channels like display and CTV as audience extension.
As third-party cookies disappear, advertisers can rely on retail data to target consumers, said The Trade Desk’s Ben Sylvan at Night Market’s eCommFronts event in New York City last week.
Historically, there’s been no easy way to do all that at the account level in a DSP because a DSP’s main reason for being is to find the lowest-cost media and audiences possible for its advertisers.
