{"page":"/tools/commerce-media-platform-rfp","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Item","Question","Why it matters","A good answer contains"],"rows":[["D1 (gate)","Do you run randomised holdouts or other controlled tests, and can we see the control design?","Without a credible counterfactual, measured differences \"may reflect correlation\" rather than impact (IAB and IAB Europe, 2025).","Holdout or randomised design by default, control size, power calculation and confidence intervals."],["D2","Which attribution windows do you use, and are they disclosed before each campaign?","The IAB/MRC guidelines require disclosure before execution; typical windows run 3, 7, 14, 28 or 30 days (January 2024).","Window per objective, written into the insertion order."],["D3","What share of customers' spending does your data see, and how do you treat the rest?","Cards carried 79% of US noncash payments by number but 8% by value in 2024 (Federal Reserve, 1 July 2026).","A coverage estimate with method, and how results are scaled or caveated."],["D4","How do returns, chargebacks and late clearing change reported sales?","Rewards and partner payments can trail the purchase by months; Cardlytics pays incentives one to four months after redemption (10-K).","A restatement policy, preliminary and final flags, and typical lag in days."],["D5","Which independent partners can validate results with their own data?","PayPal launched its program with 20 certified third-party measurement partners (PayPal, 6 Jan 2026).","Named partners, what data each receives and a past joint study."]],"sourceUrls":[["https://www.iab.com/wp-content/uploads/2026/01/IAB_and_IAB_Europe_Guidelines_Incremental_Measurement_Commerce_Media_November_2025.pdf"],["https://www.iab.com/wp-content/uploads/2024/01/IAB_Retail_Media_Measurement_Guidelines_January2024.pdf"],["https://www.federalreserve.gov/paymentsystems/frps_cy2015_24_topline.htm"],["https://www.sec.gov/Archives/edgar/data/1666071/000166607126000010/cdlx-20251231.htm"],["https://newsroom.paypal-corp.com/2026-01-06-PayPal-Ads-Unveils-Transaction-Graph-Insights-and-Measurement-Partnership-Program"]]}