How Juice Brand Martinelli’s Gets To The Core Of Retail Media Incrementality
ROAS who? Martinelli’s is testing how crisp its retail media spend really is by using a new metric called incremental ROAS.
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Albertsons’ Brian Monahan on What Happens When Retail Media Enters the Chat
Albertsons’ Brian Monahan explains how conversational AI is changing retail media discovery, why incrementality matters, and what comes next in-store.
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OPINION: Data-Driven ThinkingThe High Cost Of Bad Measurement: Why Randomized Geo Experiments Are The Gold Standard
The real risk isn’t in running robust tests; it’s in wasting money or cutting high-performing channels based on misleading conclusions from bad measurement.
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How Advertisers Might Handle Over-Attribution; Political Ads Still Hinge On Linear
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Attribution vs. Contribution Ad platform over-attribution is boiling over right now for frustrated marketers. Walled garden platforms aren’t new, but server-side data plugins by Google and Meta, plus the explosion of retail media walled gardens, mean brands might see a dozen platforms claim full […]
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How Incrementality Can Help Solve Retail Media’s Measurement Problem
Retail media’s got a bit of a measurement problem, but incrementality could help fill in some of the gaps.