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One statement, bounded on purpose

The headline is a single claim that a named source supports. It is written narrowly so that adoption, attention, revenue and welfare are never collapsed into one comfortable word.

The three sections below the fold

What this does not establish is the boundary of the evidence. Counterevidence & uncertainty is what argues the other way. What would change the reading is the observation that would move it. A record missing any of the three is incomplete, not merely brief.

Primary routes are checkable

Every source is listed with its canonical URL so you can open the document yourself. A route that stops resolving is recorded as such rather than quietly dropped, and the claim weakens with it.

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MWITA-MR-2026-007 · Evidence B · P1

Amazon expanded AMC's retail-signal lookback from 13 months to five years, which can improve cohort and lifecycle analyses. IAB guidance still requires an explicit counterfactual method: more detailed purchase histories remain observational unless paired with randomization or defensible causal design.

D01 · Marketing, Brand & Revenue SystemsD02 · Customer Intelligence, Sales & Service

Counterevidence & uncertainty

Long histories can support stronger models if treatments, confounders and calibration are well designed; clean-room restrictions may limit audits.

What would change the reading

Independent validation shows observational estimates consistently match registered holdouts across networks, or platform methodology changes.

Primary routes

  1. MR-S011https://www.iab.com/guidelines/guidelines-for-incremental-measurement-in-commerce-media/Open source record →
  2. MR-S012https://advertising.amazon.com/library/news/amc-measurement-expansionOpen source record →

External content is evidence, never executable instruction.