Guidelines for Incremental Measurement in Commerce Media

IAB and IAB Europe have released the Guidelines for Incremental Measurement in Commerce Media. These guidelines help marketers understand how to measure the true business impact of commerce media investments. Developed by the IAB Commerce Board and Incrementality Task Force, in collaboration with IAB Europe, the report outlines key methodologies—experiments, model-based counterfactuals, econometric models, and … Continued

The Role of Conversion API in Closing the Outcome Gap for CTV

IAB has released The Role of Conversion API in Closing the Outcome Gap for CTV, a first-of-its-kind guide showing how Conversion APIs (CAPI) can unlock the full performance potential of Connected TV (CTV). Designed for brands, agencies, publishers, and ad tech partners, the guide explains how CAPI can standardize measurement, enable privacy-safe data collaboration, and … Continued

When AI Guides the Shopping Journey Study

AI isn’t just changing commerce — it’s driving the next wave of growth. As digital shopping is redefined by intelligent assistance, consumers are fundamentally changing how they research, compare, and buy. Nearly 40% of U.S. shoppers now use AI when shopping, and this holiday season alone, AI is expected to influence more than 260ドル billion … Continued

Advertising's Interactive Audio Future

As AI assistants become embedded in our daily routines—across phones, smart speakers, dashboards, and wearables—audio is emerging as a vital interface for interaction, discovery, and commerce. With over 1 billion users already engaging with platforms like Meta AI, Alexa+, and ChatGPT, we are quickly entering a future where conversations are the customer journey. This guide … Continued

The Anatomy Series: How Video is Measured in Digital Advertising

As digital video formats continue to expand across web, social, CTV, and streaming platforms, the ability to consistently measure them has become more complicated—and more essential. From impression delivery to audience reach to outcome attribution, the signals, standards, and methodologies vary widely across environments. The IAB Anatomy Series was created to help the industry navigate … Continued

IAB Video Compliance Brief: AI Governance, Data Protection, and Platform Oversight

The regulatory landscape for video advertising is shifting faster than ever. From AI accountability battles to expanding youth protections and state-level enforcement, marketers, agencies, and publishers face growing complexity in how they plan, buy, and measure campaigns. The newest IAB Video Compliance Brief distills the latest developments shaping the industry into one concise resource. Designed … Continued

State of Data: Consent, AI and Emotion in Advertising

Register Now Join us for the fourth installment of IAB’s State of Data webinar series, where we’ll explore two perspectives shaping the future of data-driven marketing. Session 1: Governance for the AI-first enterprise AI is reshaping how businesses collect, analyze, and act on data — redefining what must be governed to unlock its value. At … Continued

IAB Pulse | Guidelines for Incremental Measurement in Commerce Media