Why ad-attributed sales and ROAS contribute to inefficient investment

Retail media is very difficult to measure because its advertising and sale take place within walled gardens. Due to the shifting privacy landscape, there are limited outside options for tracking the customer journey across platforms.

This piece was originally published in Multichannel Merchant.

US retail media spend crossed $40 billion in 2022, per Statista, with Amazon taking the lion’s share. While the size of spend is staggering, what has been equally mind boggling is the speed at...

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