ROAS

Crisis is often fertile ground for change. And boy, the marketing world is in desperate need of change.

CTV is poised to become the third “big scale” performance advertising channel, but is effective CTV attribution actually possible?

Albertsons Media Collective, the retail media network (RMN) operated by food and drug retailer Albertsons, released a working draft of a retail media standardization framework on Thursday.

Among streaming ad providers, there is a temptation to make streaming ad ROI look better than it really is (and definitely better than linear).

Poor data quality costs businesses $15 million annually. Pair that with economic uncertainty and tighter marketing and advertising budgets, and it’s a recipe for trouble.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Better Safe Than Sorry  Brands are nervous about misinformation, especially as generative AI tools make it relatively easy to create convincing fake images, audio files and videos. General Mills is teaming up with verification company Zefr to measure misinformation around its social media […]

Many marketers think of cost per acquisition (CPA) as the holy grail. But a better metric to consider is the lifetime customer value: acquisition cost ratio, also known as LTV:CAC, writes Cary Lawrence, CEO of Decile.

The digitization of advertising unleashed a torrent of easily measurable statistics for marketers to measure performance. These KPIs have their place in marketing strategy. But digital marketing has become too focused on proxy KPIs in lieu of the metric that matters most: revenue, writes Michael Morris, co-founder of Hyperlocology.

Richard Russell, VP of omnichannel marketing at Deckers Brands, parent company of Ugg and Teva, has been on a mission to “wean people off of using return on ad spend as the end-all be-all metric” and to reorient the company’s marketing strategy to focus on getting the most out of first-party data.

In the affiliate marketing world, publishers pursued the same goal retailers are pursuing today: to convert online intent into a shopper journey. Affiliate nets work with performance marketers, so retailers should branch out to digital-native marketers, writes Michael Jacobi, co-founder and CEO of Button.