IROAS

Albertsons’ Brian Monahan explains how conversational AI is changing retail media discovery, why incrementality matters, and what comes next in-store.

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.

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 […]

Retail media’s got a bit of a measurement problem, but incrementality could help fill in some of the gaps.