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SRC-02b6f93e6cd400e0 · Source record

Guidelines for Incremental Measurement in Commerce Media

IAB and IAB Europe · 5 connected claims

D01 · Marketing, Brand & Revenue SystemsD19 · Measurement, Experimentation & Economics

Canonical route

https://www.iab.com/guidelines/guidelines-for-incremental-measurement-in-commerce-media/

Claims connected to this source

  1. MWITA-MR-2026-007Amazon 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.Evidence B
  2. MWITA-AE-2026-005IAB and IAB Europe’s 2025 commerce-media incrementality guidelines distinguish experiments, model-based counterfactuals, econometric models and hybrid proxies.Evidence A
  3. MWITA-AE-2026-006The 2025 IAB commerce-media guidance centers credible counterfactuals, bias control and separation of signal from noise as three principles for incrementality measurement.Evidence A
  4. MWITA-AE-2026-007The commerce-media guidance places randomized experiments at the strongest direct level for estimating whether advertising caused additional outcomes under the tested conditions.Evidence A
  5. MWITA-AE-2026-008The IAB guidance treats assigning credit to observed sales and estimating sales that would not have occurred without media as different measurement questions.Evidence A

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