The certification validates incrementality methodologies, calculations and reporting against industry guidelines to help brands evaluate the causal impact of their commerce media investments
SCHAUMBURG, Ill. (June 9, 2026) — With global commerce media investment expected to exceed $300 billion by 2030, advertisers, agencies and procurement teams are placing increased scrutiny on how their investments drive business outcomes. The Alliance for Audited Media is launching an Incrementality Certification program to review and certify commerce media networks and intermediaries’ incrementality methodologies with industry guidelines.
“Incrementality has become a critical proof point as advertisers demand more evidence that their commerce media investment drives results,” said Richard Murphy, AAM’s CEO, president and managing director. “This certification will elevate trust, transparency and accountability in commerce media, which will unlock the next phase of growth.”
AAM’s certification program provides independent validation that an organization’s incrementality measurement approach aligns with industry guidelines, frameworks and best practices, most notably, the IAB and IAB Europe’s Guidelines for Incremental Measurement in Commerce Media released in November 2025. The certification also aligns with the Association of National Advertisers’ upcoming guidelines for retail media.
The certification evaluates three key areas that underpin robust incrementality measurement: measurement methodologies and data sources, reporting rigor and transparency, and disclosure practices. The process evaluates how companies construct and calculate incrementality models, track ad metrics, report results and implement controls to reduce bias and external influences. It also ensures that organizations clearly communicate their methodologies, assumptions and limitations so stakeholders can confidently evaluate the results.
Organizations that successfully complete the certification can demonstrate the validity and transparency of their incrementality methodologies by prominently featuring the AAM certification seal across their websites and marketing materials. Certified organizations are also included on AAM’s Assurance List, a directory of clients that have demonstrated their commitment to transparency and assurance through independent audits and industry certifications.
AAM is an auditor for IAB’s Retail Media Measurement Guidelines and IAB Europe’s Retail Media Certification Programme and contributes to industry working groups focused on retail media measurement standards and best practices.
To learn more about the certification, view AAM’s Incrementality Certification Compliance Guide.
ABOUT THE ALLIANCE FOR AUDITED MEDIA
As the leading global not-for-profit media assurance organization, the Alliance for Audited Media advances transparency, accountability and trust across media and advertising. From cross-media audits and data verification to industry certifications in areas such as brand safety, measurement, retail media and ethical AI, AAM validates the data and processes that power today’s media. Through impartial assurance and forward-thinking frameworks, AAM helps organizations demonstrate credibility and authenticity in a rapidly evolving media ecosystem. Learn more at auditedmedia.com.