LearningGuide
Guidelines for Incremental Measurement in Commerce Media
- Free
- Advanced
- IAB & IAB Europe
A rigorous framework for choosing experiments, counterfactual models, econometrics and hybrid methods to measure true incremental business impact.
Opens on IAB & IAB Europe's website in a new tab.
- Time to complete
- ~30–45 min
- Level
- Advanced
- Certificate
- No
Overview
The Guidelines for Incremental Measurement in Commerce Media focuses on a question that matters whenever retail DOOH is judged against sales: what happened because of the advertising, rather than what merely happened after it? The framework covers experiments, model-based counterfactuals, econometric models and hybrid proxies and stresses credible counterfactuals, control of bias and separation of signal from noise. Although written for commerce media broadly, the methodology is directly relevant to in-store screens and retail DOOH.
What You'll Learn
- Define incrementality and distinguish it from simple attribution
- Understand the role of a credible counterfactual
- Compare experimental and model-based approaches
- Recognize common sources of bias
- Choose measurement rigor appropriate to the business question
- Apply incrementality thinking to retail DOOH
Highlights
- Published in November 2025
- Joint IAB/IAB Europe guidance
- Strong causal-measurement foundation
- Useful when sales lift is the KPI
Who It's For
Best for
- Analytics teams
- Retail advertisers
- Finance and marketing effectiveness teams
- Measurement vendors
Before you start
- Intermediate-to-advanced measurement knowledge
Access
- Cost
- Free
- Format
- Guide
- Time to complete
- ~30–45 min
- Certificate
- No
- Hands-on
- Yes — practical/reference
Topics Covered
- Incrementality
- Measurement
- Commerce Media
- ROI
FAQ
Questions about this resource
5 questions
What is Guidelines for Incremental Measurement in Commerce Media?
Guidelines for Incremental Measurement in Commerce Media is a guide from IAB & IAB Europe focused on incrementality, measurement, commerce media. A rigorous framework for choosing experiments, counterfactual models, econometrics and hybrid methods to measure true incremental business impact.
Is Guidelines for Incremental Measurement in Commerce Media free?
Yes. It is listed here as free.
What level is Guidelines for Incremental Measurement in Commerce Media for?
It is best treated as a advanced resource. The prerequisites above describe the background that will make it easiest to use.
How long does Guidelines for Incremental Measurement in Commerce Media take?
Plan for ~30–45 min. For reference resources, use it as needed rather than reading everything in one sitting.
What will I learn from Guidelines for Incremental Measurement in Commerce Media?
The main outcomes are the practical skills and concepts listed in the What You’ll Learn section above.
Sources
Sources & Methodology
1 source
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