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Retail media ROAS demands fall from 89% to 49%, IAB Europe finds

If you set performance targets for retail media campaigns, note that IAB Europe found the share of buyers requiring a ROAS target fell from 89% to 49%.

Retail media ROAS demands fall from 89% to 49%, IAB Europe finds

Key takeaways

  • The share of retail media buyers requiring ROAS targets fell from 89% to 49%.
  • Half of the surveyed buyers still require a ROAS target.
  • The source provides no regional breakdown, methodology, or specific implications for Amazon AMC.

Context

The finding is relevant to campaign planning and target-setting agreements. It shows reduced demand for a classic retail media performance metric, but it does not establish a specific effect on Amazon AMC.

Independent summary. View original source.