Attribution and incrementality challenges

Attribution is shifting from platform-reported ROAS toward incrementality-based measurement, with new frameworks like Incremental Marginal Return (IMR) and automated media buying optimized against incremental lift.

Who it affects: marketers, media buyers, e-commerce brands, agencies

Notable: Northbeam launched fully automated incrementality testing across platforms. Taylor Holidays predicts a shift from iROAS to IMR (Incremental Marginal Return), normalizing everything to 0% as neutral for cross-channel comparison. Sam's Club brought in Dude Wipes based on incrementality and foot traffic data, then gave them rotational space for limited-time offers. House is predicted to build an automated media buyer (DSP) optimized for incremental measurement.

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