IAB and IAB Europe have released the Guidelines for Incremental Measurement in Commerce Media. These guidelines help marketers understand how to measure the true business impact of commerce media investments. Developed by the IAB Commerce Board and Incrementality Task Force, in collaboration with IAB Europe, the report outlines key methodologies—experiments, model-based counterfactuals, econometric models, and hybrid proxies—and when to use each.
These guidelines provide a clear framework for aligning measurement methods with business goals, helping marketers choose the right level of causal rigor for campaign optimization, 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.