Retail media budget planning for ecommerce brands
Retail media budgets need a different planning model because platform fees, margin pressure, and marketplace ranking effects all change the math.
Search
Search the site
Results for "TACOS"
ACOS vs TACOS thinking for marketplace sellers
ACOS and TACOS answer different questions, and sellers usually need both views to understand whether marketplace ads are helping or merely shifting margin.
When marketplace ads improve ranking but weaken unit economics
Some marketplace ad programs can improve visibility and sales rank while making per-order economics weaker, so sellers need a time-based view of tradeoffs.