""Measurement is becoming more and more important. [For] CPGs, fundamentally, retail media opened up this ability to measure - it wasn't just brand awareness, it wasn't just volume of impressions. And I think we've seen an evolution of what measurement means," said Yuni Baker-Saito, founder of Chicory, a contextual advertising platform that specializes in food and grocery. "I think you really need to push for incremental now. ... Incremental is really where you're getting more bang out of your buck.""
""As we have the broader conversation on where can we invest our dollars, we absolutely need data to understand: Did it work?" Andrews said. "I think there's a big conversation in the retail media space of, 'Can we trust the data sources we're getting?' 'Do they match what we have?' And that, of course, will continue to raise questions and provide value in the data we're getting back.""
Brands and agencies are prioritizing consistent, transparent measurement of retail media investments and shifting focus from simple attributable ROAS to incrementality testing. Incrementality assesses whether a sale occurred because of retail media spend or would have happened regardless. CPG marketers view retail media as enabling measurable outcomes beyond brand awareness and impressions and emphasize incremental returns to maximize ROI. Chicory partners with Mars United Commerce to test with retailers, calculate incremental ROAS, and layer shopper data. Marketers stress the need for reliable, aligned data sources to validate investment decisions and improve measurement frameworks.
Read at Digiday
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