The Home Depot adds another acronym — ‘ROMO’ — in next phase of negotiating retail media network measurement

Marketers’ calls for more granular insights from retail media networks have reached a fever pitch as of late. Last January, the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) finalized retail media measurement standards, to which retailers like Instacart and others have aligned themselves with. Still, marketers question measurement, specifically: Would that sale have happened regardless of the ad?

In response, The Home Depot is pitching a new acronym: ROMO, or return on marketing objectives, in addition to return on ad spend (ROAS) to help marketers paint a more holistic picture of their campaign efficacy. 

Zach Darkow, senior director of marketing measurement at The Home Depot, floated the idea of ROMO to a room full of 350 suppliers, marketers and The Home Depot associates in Atlanta at its second annual InFronts presentation. InFronts is the retailer’s annual event to tout its retail media offering, Orange Apron Media, similar to upfront negotiations or digital media affairs the NewFronts that will kick off late this month and in May.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.