Retail media buyers move beyond a narrow focus on ROAS
Key takeaways
- An IAB report explores how retail media buyers are evolving their attitudes.
- The report indicates a move away from solely focusing on ROAS towards broader evaluation criteria.
- The available source excerpt contains no detailed results, methods or recommendations from the study.
Context
The development is relevant to advertisers and analysts who evaluate retail media campaigns using performance metrics. Because the excerpt provides no figures or methodological details, the scope and practical implications of the reported shift cannot be assessed further from the available information.
Independent summary. View original source.