Guidelines for Incremental Measurement in Commerce Media (IAB U.S. & IAB Europe)

IAB U.S. and IAB Europe have released the Guidelines for Incremental Measurement in Commerce Media, a practical resource to help marketers understand and prove the true business impact of commerce media investments.

Developed by the IAB U.S. Commerce Board and Incrementality Task Force, in collaboration with IAB Europe, the guidelines offer a clear framework for applying incrementality measurement across the commerce media ecosystem.

They provide a clear framework for aligning measurement methods with business goals, helping marketers choose the right level of causal rigor for campaign optimisation, ROI validation, and platform calibration.

Grounded in three principles: credible counterfactuals, control of bias, and separation of signal from noise, the guide promotes a unified approach to consistent, comparable, and trustworthy measurement across the commerce media ecosystem.

IAB New Zealand Retail Media/eCommerce Working Group member and Founder Signal & Light Tina Trenkner-Meade comments: 

Strong marketers don’t just defend budgets or performance - they lead the growth conversation in the C-Suite. These IAB incrementality guidelines show how to demonstrate marketing’s measurable impact, turning scrutinised budgets into strategic investments. When marketers understand and articulate how their work drives incremental growth, the tone of every conversation with CFOs, partners, and teams changes."

IAB New Zealand Members can download the Guidelines for Incremental Measurement in Commerce Media via this link.

For further information or to become an IAB New Zealand Member, please get in touch.