Can You Trust Incrementality? – Scott Cunningham, Alliance for Audited Media
Should retailers disclose how they measure incrementality, or is it time for independent verification?
Should retailers disclose how they measure incrementality, or is it time for independent verification?
Scott Cunningham, Fractional Chief Product Officer at the Alliance for Audited Media and one of the founders of the IAB Tech Lab, joins The Middlemen to discuss the future of retail media measurement.
As retail media matures, should retailers simply disclose how they measure incrementality, or is it time for independent verification? We explore the tradeoffs between transparency, standardization, and trust—and why those decisions may shape the next phase of retail media growth.
New episodes every other week, wherever you watch or listen.
Deeper analysis of retail media and commerce, separate from the show — and how we stay in touch with the Middlemen community.
Subscribe free →