Seriously, guys. Enough with the ROAS (return on ad spend) obsession.
It’s time for a smarter approach to measurement that focuses on more than short-term outcomes, says Melanie Babcock-Brown, VP of media and monetization for Orange Apron Media, The Home Depot’s retail media network.
When retail media took off around five years ago, retailers concentrated on the bottom of the funnel, because that’s relatively easy to do, says Babcock-Brown on this week’s episode of AdExchanger Talks.
Fair enough. In 2019, when their RMNs were new, retailers wanted “quick wins,” she says.
“But as you mature as a retail media network,” Babcock-Brown says, “you need different forms of measurement frameworks.”
