ROAS Refuses to Die: The Retail Media Measurement Problem No One Wants to Fix

Every parent has drawn a line in the sand and declared war on screen time… until 5:00 PM hits and the iPad comes flying in to remedy a meltdown so you can make dinner. That’s exactly what’s happening with ROAS in retail media. We all agree it’s flawed. We all agree it’s incomplete. And yet, we keep going back on our word and using it as a gold standard.In this episode, I unpack new research from adtech publication ADOTAT that puts hard numbers behind what many of us already feel: brands don’t trust retail media measurement, but budgets continue to climb anyway. I break down the incentive structures keeping ROAS alive, the uncomfortable truth about incrementality testing, and what top-performing brands are doing differently to escape the trap. If you’ve ever questioned whether your retail media measurement is actually telling you the truth, this one’s for you.This episode is sponsored by Mirakl AdsTimeline[00:00] – Why ROAS is like screen time for parents: we say we’ll cut back… but we don’t.[01:00] – Media buyers are frustrated with RMN measurement — so why are budgets still growing?[02:10] – The collective action problem keeping ROAS firmly in place.[03:15] – Why CFOs love ROAS (and why incrementality struggles to compete).[05:30] – In defense of ROAS: when it’s 'good enough' and why incrementality doesn’t always pan out.[07:10] – What will actually kill ROAS? The brands building their own measurement operating systems.Links & ResourcesCheck out the full Retail Media Research Report from ADOTAT (free for ADOTAT+ subscribers)From ‘Fame and Distribution’ to ‘Gaming Attribution’ by Andrew LipsmanRead my related articles:The Retail Media Buffet Has Gotten A Lot Less EnticingWhat Big Agencies Believe About Retail MediaShould We Really Care What Consumers Think About Retail Media Ads?Join me and Jordan Witmer from Salt XC at 11am ET Friday Feb 27, for our next LinkedIn Live on When RMNs Come Calling for Your Brand Marketing Budget. We'll be answering questions LIVE -- join us!Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn