ROAS vs. incrementality: Scrutiny Around Ad Spend Grows in Booming Retail Media Space

01/29/2025

As retail media networks grow, advertisers are shifting from traditional ROAS metrics to incrementality, which measures true additional sales driven by ads. Brands like Kroger and Albertsons are enhancing measurement tools to ensure ad spend delivers real growth, and understanding incrementality is now key to optimizing retail media strategies. Read the full article in Digiday featuring insights from OptiMine CEO Matt Voda, here.

Want to learn more about the importance of incrementality in retail media measurement? OptiMine recently presented with Best Buy on this topic at the ANA’s Measurement & Analytics conference. Watch the presentation on-demand, here.