Can You Trust Incrementality? – Scott Cunningham, Alliance for Audited Media — The Middlemen Podcast
Can You Trust Incrementality? – Scott Cunningham, Alliance for Audited Media
S3 E21 · Aug 12, 2026 · 37 min
Should retailers disclose how they measure incrementality, or is it time for independent verification?
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Show notes
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.
What we cover
- Incrementality measurement
- Third-party verification
- Retail media standards
- Buyer confidence and transparency
- AI’s impact on media measurement