IAB Questions Whether Legacy Measurement Can Explain Today’s Retail Media
IAB examines whether established measurement methods capture incremental impact and business outcomes in retail media.
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What happened
IAB examines whether established measurement methods capture incremental impact and business outcomes in retail media.
What changes
The discussion moves beyond assigning credit to a click toward evaluating the effect of the advertising itself.
Why it matters
Attribution and incremental impact answer different questions about a campaign.
Implications for businesses
A U.S. business should document what each reported metric measures before comparing platforms.
Un Rino’s take
Consistent definitions are essential when different systems claim credit for the same purchase.
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