B
Evidence Grade B
Safe to Cite
Current
6
6 -- incremental return on ad spend shift for iROAS measurements (2026)
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
6
Unit
Multiple
Data Vintage
2026
Entity
Sample Size
42
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Score breakdown
Extraction
75
Source Trust
95
Citation Chain
90
Independence
30
Methodology
45
Freshness
95
Sources (3)
EMARKETER
Primary
Tier B
https://www.emarketer.com/content/why-retail-media-s-measurement-problem-all-about-data-interpretati… ↗
Source Article
Why retail media's measurement problem is all about data interpretation
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Also cited by
triplewhale.com
https://www.triplewhale.com/
2026-08-15
massmarketretailers.com
https://massmarketretailers.com/
2026-08-15
Original Research
EMARKETER
· Original study ↗
Methodology
Shift based on methodology, can flip positive to negative
Segmentation
Industrymarketing
Cite this stat
Plain Text
iROAS measurements: 6 incremental return on ad spend shift. Source: EMARKETER (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/retail-media-iros-shift
HTML Embed
<blockquote cite="https://lighthousedata.io/data/retail-media-iros-shift" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>6</strong> -- incremental return on ad spend shift for iROAS measurements<br><small>Source: EMARKETER (2026) · <a href="https://lighthousedata.io/data/retail-media-iros-shift" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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