IAB Europe and the IAB have today released a new joint one-pager: Demystifying Incrementality in Commerce Media.
As commerce media continues to experience explosive growth, with ad spend forecast to exceed $150 billion across the US and Europe, marketers face increasing pressure to prove that their investments are delivering meaningful business outcomes. In this environment, incrementality has become one of the most critical metrics for success.
But what is incrementality?
This one-pager breaks it down by exploring:
By understanding and applying incrementality, commerce media marketers can better assess whether their campaigns are truly creating demand, driving business growth, and justifying increasing media budgets.
IAB Europe’s Industry Development & Insights Director, Marie-Clare Puffett, commented on the release, saying, "The release of the incrementality one-pager marks a significant milestone in the professionalisation of commerce and retail media across Europe. It reflects IAB Europe’s ongoing commitment to developing clear, actionable standards that support industry growth and transparency. We’re especially grateful to our members - and notably our Retailer Council - for their leadership and collaboration in shaping this important work.”
Collin Colburn, VP Commerce & Retail Media, IAB, also commented, saying, "Commerce media is evolving into a stage where growth must be matched with accountability. Measuring incrementality helps marketers spend more effectively, creating demand, building customer value, and proving real results. This work moves the industry from outdated metrics to investments clearly tied to outcomes."
Download the one-pager here.
