Martinelli’s, an apple juice and cider brand, is using a new metric called incremental return ad spend (iROAS) to measure longer-term value of retail media rather than surface-level
attribution, AdExchanger reports. “From a business strategy standpoint, we want to make sure we’re bringing new customers into the brand,” said Scott Lee, VP of
marketing at Martinelli’s. “And with a traditional metric like ROAS, it’s tough to parse whether we’re just incentivizing existing customers to buy things they would have
purchased anyway.”Read the whole story at AdExchanger »