Monday, June 1st, 2026 – 1:00 am
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ROAS can make any campaign look refreshing, but measuring incrementality is how marketers can tell if the juice was actually worth the squeeze.
Apple juice and cider brand Martinelli’s is using that logic to rethink how it judges retail media performance.
Although return on ad spend is relatively easy to measure, treating it as the main scorecard can overstate the impact of advertising and steer advertisers toward optimizing for attributed sales rather than genuinely incremental ones.
