In this clip, retail media strategist *Andrew Lipsman* calls out the over-reliance on ROAS in retail media and digital advertising strategy. Sure, it looks good in a spreadsheet, but is it actually driving incremental sales?
Not always.
ROAS in retail media is often used to justify spend on branded search and retargeting. Digital advertising tactics that look great on paper but don’t always move the needle. If your retail media strategy is built around chasing inflated ROAS, you might be optimizing for the wrong outcomes.
Retail media strategy needs to evolve.
It’s time to focus on real performance, not just digital advertising metrics that make us feel good. ROAS in retail media has its place - but it’s not the whole story.
*Subscribe* for more sharp insights on retail media strategy, retail media measurement, and how to drive true incremental sales.
*Stay Sharp. Stay Human. and Stay Ahead.*
👉 *Subscribe to our Newsletter:* https://retailrazor.substack.com
👉 *Subscribe to the Retail Razor Podcast Network:* https://retailrazor.com/
from *The Retail Razor Show* #podcast
*S6:E4 The Retail Media Shift Nobody's Talking About"
*Released on March 27, 2026*
*Guest info*
*Andrew Lipsman* https://www.linkedin.com/in/andrew-lipsman-10b2162/
Analyst, Consultant, and Founder - *Media, Ads + Commerce*
https://mediaadsandcommerce.substack.com
*Chapters*
00:00 Why ROAS Misleads
00:16 Retail Media Third Wave
01:04 Performance vs Incrementality
#RetailMedia #ROAS #RetailMediaNetworks #RetailMediaStrategy #ConnectedTV #OffSiteRetailMedia #RetailMediaStrategy #PerformanceTV #CTV #RetailMarketing #retailinnovation #RetailMediaMeasurement #PerformanceMarketing #RetailMediaOptimization #IncrementalSales #AdvertisingStrategy #RetailPodcast #agenticcommerce #Retail #aishopping #commercebusiness #retailstrategy #RetailInnovation #podcast #retailgrowth #andrewLipsman #RetailRazor #RicardoBelmar #CaseyGolden #commerceleaders #csuite #retailtrends #ecommerce #ecommercebusiness #retailtech #retailtechnology #customerexperience #offsitemedia #smartTV #CMO #CMOMarketing #brandmarketing #digitaladvertising