🛒 Retail Media
Havas Exec: Ditch ROAS Obsession Before Retail Media Eats Your Organic Lunch
Retail media's booming, but at what cost? Havas exec Molly Hop says chasing ROAS is blinding brands to free wins in organic positioning.
AdTech Beat
Apr 11, 2026
3 min read
⚡ Key Takeaways
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Prioritize organic positioning in retail media to avoid cannibalizing free visibility.
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ROAS obsession ignores broader brand health—opt for incremental growth metrics instead.
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AI agents demand new content structures; traditional SEO won't suffice.
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The 60-Second TL;DR
- Prioritize organic positioning in retail media to avoid cannibalizing free visibility.
- ROAS obsession ignores broader brand health—opt for incremental growth metrics instead.
- AI agents demand new content structures; traditional SEO won't suffice.
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AdTech Beat
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