IAB Europe & the IAB Overview on 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 Demystifying Incrementality in Commerce Media one-pager, created in collaboration with the IAB breaks it down by exploring:

• The definition of incrementality - what it really means in the context of commerce media.
• Key business outcomes - clarification on what it can help commerce marketers to understand and achieve. 
• Common misconceptions - what incrementality is not and how it differs from other measurement methods. 

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.

Read the announcement here and download the one-pager below.