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JUNE 1, 2026 |
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The retail media industry has rapidly embraced incremental return on ad spend (iROAS) as the next evolution beyond traditional ROAS metrics. But new research from Albertsons Media Collective, Ovative, and Kellogg School of Management reveals that this solution has created a new problem: Not all iROAS measurements are created equal, and the same campaign can show wildly different outcomes depending on the methodology used. |
"We analyzed 42 different campaigns, and what we found is that when it comes to iROAS, there are wild inconsistencies based on methodology," said Liz Roche, vice president of media and measurement at Albertsons Media Collective, in conversation with our analyst Sarah Marzano
at EMARKETER's Ad Buyer Strategies Summit. "The methodology behind iROAS can actually shift results up to 6x. It can even flip a positive iROAS into a negative one." |
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iROAS' initial promise |
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For years, ROAS served as the default performance metric across retail media networks (RMNs), primarily because it was easy to calculate and compare across platforms. But as advertisers expanded from working with two or three networks to five, six, or even eight partners, the limitations of ROAS became impossible to ignore. |
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Walmart Connect broadened its off-site media strategy by adding more demand-side platforms (DSP) and programmatic platforms, including Yahoo DSP for Vizio inventory accessed through Magnite, the company announced Thursday. |
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Walmart is opening up its off-site media walled garden. Making Walmart Connect’s first-party data available beyond its own DSP helps advertisers reach consumers across channels. |
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Walmart said that in 2025, 52% of the median Walmart Connect Off-site Display campaign’s attributed purchasers were new-to-brand. |
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