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By Molly Hop-16 March 2021 11:00am Up until recently, marketers have considered commerce to be an additional ad placement platform. However, commerce is a seller’s world and in order to win, you need to think like a seller – someone who is analyzing how every next move could potentially sell an actual product off your digital shelf. Molly Hop from Publicis Commerce explains. From conversion rates (CVR) to cost-per-click (CPC), we’ve been swimming in measurement-related acronym soup for years. However, with commerce still being relatively new, the industry has essentially turned to what’s available and relatively easy: return on ad spend (ROAS). While it does have its merit, ROAS was created at a time when you couldn’t correlate ad exposure to an actual sale, so this was the proxy that the industry used. Through a fairly simple mathematical formula (ROAS = Return/Advertising Costs), ROAS was the best way for our industry to understand what was working, and

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