Melissa Gallo — Vice President, Solutions and Delivery, Vantage
Published:
ROAS without incrementality [is] flattering, dated, and often inflated by sales that would have happened anyway.
What does Melissa Gallo say?
Melissa Gallo, Vice President, Solutions and Delivery, Vantage, says: Melissa Gallo, Vice President, Solutions and Delivery at Vantage, argues that marketers should classify individual dollars rather than channels when evaluating retail media, separating trade-like spend from media spend and holding each to appropriate standards. She warns that cuts typically fall to test-and-learn budgets (undermining future learning), recommends operational checks for network quality, sees in-store as a 2027 test that may scale by 2029, and urges retiring ROAS metrics that lack incrementality.
Cite as: Melissa Gallo. (2026). Retrieved from https://research.agilebrandguide.com/insights/melissa-gallo-roas-without-incrementality-is-flattering-dated-and-ofte