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Mara Greenwald

  • Commerce

    Why Marketers Shouldn’t Obsess Over Retail Media ROAS Claims

    BY Anthony Vargas// May 22nd, 2024

    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.

    Tagged in:
    • attribution
    • audience extension
    • Ben Sylvan
    • campaign optimization
    • criteo
    • CTV
    • Digital Audio
    • Horizon Media
    • incrementality measurement
    • Mara Greenwald
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    • retail media network
    • Retail Media Summit
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    • Stephen Howard-Sarin
    • the trade desk
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  • Comic: Not-So-Secret Sauce
    Agencies

    First-Party Data Takes Center Stage As Agencies Ready Their 2024 Commerce Strategies

    BY Hana Yoo// January 2nd, 2024

    Agencies will keep testing cookie alternatives, devising first-party data strategies and exploring commerce media in 2024.

    Tagged in:
    • Amazon Prime Video
    • Bertrand Fraboulet
    • CTV
    • David MacDonald
    • DTC
    • Elizabeth Marsten
    • epsilon
    • first-party data
    • google
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