IAB Europe Study Finds Most Retail Media Sellers Don't Offer Multi-Touch Attribution Buyers Want
TLDR
An IAB Europe study found only 31% of retail media sellers offer the multi-touch attribution that 58% of buyers want, while 73% still sell on ROAS.
IAB Europe's findings, as first reported by PPC Land, show that only 31% of retail media sellers offer the multi-touch attribution that 58% of buyers want. Meanwhile, 73% of sellers still sell on ROAS. The gap raises the question of whether IAB Europe's own standards address it.
How we got here: earlier coverage
- Oct 2446% of Brands Now Tie Increased Commerce Media Spend to Proven ROI, SMG and IAB Find
An SMG and IAB study finds 46% of brands increase commerce media spending based on proven ROI, though reporting and campaign workflows remain fragmented.
- Oct 22Study: Budget-limited Google Ads campaigns lost 20% ROAS surplus when competitors raised spending
A UK homeware retailer's budget-capped Google Ads campaigns lost a 20% ROAS advantage over three weeks as competitors increased spend and CPCs rose sharply.
- Oct 19Trade Desk reports 41% ROAS boost using retail data across regions
Trade Desk claims retail data integration delivers significantly higher ROAS across APAC and EMEA, though the exact methodology and sample size remain unclear.
- Oct 13Nearly 16% of Best Buy ad-driven sales leak to competitor retailers, Circana research shows
Circana research claims Best Buy's ads achieve 79% ROAS but that 16% of ad-driven sales go to rival retailers.