Target's Roundel: only 8% of advertisers judge on incrementality.
Target's retail media arm Roundel has pushed incrementality, the sales an ad adds beyond what would have happened anyway, as the right metric. At a New York advertiser event, a Roundel executive said only 8% of its advertisers use it as their main measure.
Why it matters
Retail media budgets still run on easier metrics that can overstate what ads really add.
Related trends.
AdvertisingPublicis aims to cut manual tasks by a quarter with AI
On its Q3 call, Publicis said AI agents should remove about 25% of manual, repetitive work. Unlike rivals cutting staff, Arthur Sadoun says the group keeps hiring and is giving over 90% of its 114,000 people AI tools.
Why it mattersHolding companies now split on AI: fewer people at some, same people doing higher-value work at Publicis.
AdvertisingRed Bull teams up with Al Ain Club, arriving by paramotor
Red Bull opened its partnership with UAE football club Al Ain by flying paramotor pilot Dimitris Kolliakos into the stadium. The deal centres on performance, scouting and youth development, using Red Bull's academy experience.
Why it mattersA sponsorship built on talent development and a launch stunt, not just a logo on the shirt.
AdvertisingGoogle Ads lets advertisers cap Display and Search partner spend
Search, Shopping and Performance Max campaigns can now set Display and Search partners to low priority and cap them as a share of daily budget, down to zero. Google only promises best effort, and API support comes later.
Why it mattersMore control over low-quality inventory, though the cap isn't a hard guarantee.
