IAB and IAB Europe have released 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:
- 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 . . .
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