March 202610 min readAllocation
How to Allocate Retail Media Budget Across Platforms
Marginal ROAS, return curves, and normalized performance. The only allocation framework that produces consistently better outcomes than moving budget toward the highest raw ROAS number.
March 20269 min readAttribution
How Amazon and Walmart Attribution Windows Distort ROAS
Amazon uses 14-day last-click. Walmart uses 30-day. Criteo uses 7-day first-click. Here’s how these differences make cross-platform ROAS comparison structurally misleading.
March 20267 min readMeasurement
The Cross-Platform ROAS Problem in Retail Media
Comparing ROAS across retail media networks without normalization is structurally misleading. What it costs agencies, why industry standardization won’t fix it, and the only correct solution.
March 20268 min readAttribution
View-Through Revenue in Retail Media: What It Counts and Why It Inflates ROAS
View-through conversions inflate retail media ROAS by 15–40%. Which platforms count them by default, how to identify them in your exports, and the correct normalization approach.