{"podcast":{"title":"Retail Media Breakfast Club","slug":"retail-media-breakfast-club-7115586","podcast_index_feed_id":7115586,"rss_url":"https://feeds.transistor.fm/retail-media-breakfast-club","website_url":"http://retailmediabreakfastclub.com","image_url":"https://img.transistorcdn.com/J0bRgjQ61oWdDFxQcwMwEg1OXex6LLolx9-YbLWsE7s/rs:fill:0:0:1/w:1400/h:1400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9hNDU3/ODBmMzkwODY0NDEx/ZGJhNDk2NDc0MWY4/NzcwMS5qcGc.jpg","author":"Kiri Masters","episode_count":280,"summary":"10 minutes of expert insights every weekday. Your morning ritual for staying ahead in retail media.","last_synced_at":"2026-06-25T06:18:11.797466+00:00","page_url":"https://stenobird.com/podcast/retail-media-breakfast-club-7115586"},"episode":{"title":"Why iROAS Metrics Are So Inconsistent (And Why Debate Is Good For The Industry)","slug":"why-iroas-metrics-are-so-inconsistent-and-why-debate-is-good-for-the-industry","published_at":"2026-05-05T10:00:00+00:00","page_url":"https://stenobird.com/podcast/retail-media-breakfast-club-7115586/why-iroas-metrics-are-so-inconsistent-and-why-debate-is-good-for-the-industry","show_page_url":"https://stenobird.com/podcast/retail-media-breakfast-club-7115586","url":"https://share.transistor.fm/s/79fcd234","audio_url":"https://media.transistor.fm/79fcd234/548503ec.mp3","summary":"Today I unpack the intense industry reaction to a piece of Albertsons Media Collective, Ovative Group, and Kellogg School of Management research that challenged how we measure iROAS in retail media. When a single campaign’s return can swing wildly — up to 6.5x — based purely on methodology, it raises some uncomfortable but necessary questions. I walk through the biggest critiques that surfaced from practitioners and academics, and why this debate matters more than ever for brands trying to make sense of their performance data. I also share how the authors of the study responded to the pushback, and what they didn’t address. More importantly, we get into what this all means for real-world advertisers, especially mid-market brands navigating opaque reporting standards. If you’ve ever questioned whether your campaign results are telling the full story, this episode will give you a fresh lens to evaluate retail media measurement. This episode is sponsored by Mirakl Ads Timeline [00:00] – Why controversial research is better than silence, and what sparked this debate [00:31] – The headline finding: iROAS can vary dramatically depending on measurement methodology [01:24] – Key critique: Are these methodologies even comparable in the first place? [02:07] – The BSTS debate: causal method or misapplied forecasting tool? [03:08] – A practical question: What are brands actually using iROAS for? [04:30] – The authors respond: what the study was, and wasn’t, designed to prove [05:39] – What mid-market brands should do next: pushing for transparency and better disclosure Links & Resources The white paper in question, titled iROAS Demystified , is a collaboration between Albertsons Media Collective, Ovative Group, and professors from Northwestern University's Kellogg School of Ma…","meta_description":"Today I unpack the intense industry reaction to a piece of Albertsons Media Collective, Ovative Group, and Kellogg School of Management research that chal…","key_points":[],"chapters":[],"topics":[],"duration_seconds":455,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/retail-media-breakfast-club-7115586/episodes/why-iroas-metrics-are-so-inconsistent-and-why-debate-is-good-for-the-industry/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/retail-media-breakfast-club-7115586/why-iroas-metrics-are-so-inconsistent-and-why-debate-is-good-for-the-industry.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}