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# Commerce media’s incrementality push takes aim at last-click attribution
- URL: https://www.medianexis.com/commerce-medias-incrementality-push-takes-aim-at-last-click-attribution/
- Published: 2026-09-21T17:54:52.000Z
- Updated: 2026-09-21T17:54:52.000Z
- Description: At Commerce Media Exchange, brands and platforms argued for moving past conversion credit toward measuring whether advertising actually drove incremental sales. The shift reflects growing distrust of attribution models that reward media already destined to convert.
- Author: The Signals Desk
- Tags: Retail-media, Incrementality challenges commerce media attribution

**Why it matters.** Retail media platforms that can’t prove incremental lift risk losing budget to channels that can.

*Signal from* [*thedrum.com*](https://thedrum.com/?ref=medianexis.com) *·* [*read the original*](https://www.thedrum.com/news/the-incredible-rise-of-incrementality-is-challenging-commerce-media-s-attribution-habit?ref=medianexis.com)*.*