[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fleveraging-incrementality-testing-to-optimise-media-mix-modelling":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":14,"acf":24,"head_links":440,"breadcrumbs":441,"reading_minutes":166,"category":449,"head":452},"2023-11-28T11:24:16",{"rendered":6},"\n\u003Cp>In the dynamic world of digital marketing, you are always striving to allocate your resources in such a way that maximises the impact of your media channels. Media Mix Modelling is a powerful tool that allows you to estimate the contributions of various media channels on KPIs. However, the effectiveness of Media Mix Modelling relies on accurate calibration. This is where incrementality testing comes into play, offering a data-driven approach to fine-tune Media Mix Modelling strategies.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-media-mix-modelling\">What is Media Mix Modelling?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-incrementality-testing\">What is incrementality testing?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#common-challenges-faced-in-media-mix-modelling\">Common challenges faced in Media Mix Modelling\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#capturing-the-effects-of-upper-funnel-advertising\">Capturing the effects of upper funnel advertising\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#adstock-effects\">Adstock effects\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-incrementality-testing-can-overcome-these-challenges\">How incrementality testing can overcome these challenges\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#upper-funnel-advertising-solution\">Upper-funnel advertising solution\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#adstock-effects-solution\">Adstock effects solution\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#why-calibrating-your-media-mix-model-is-crucial\">Why calibrating your Media Mix Model is crucial\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-media-mix-modelling\">What is Media Mix Modelling?\u003C\u002Fh2>\n\n\n\n\u003Cp>Media Mix Modelling is a powerful statistical tool frequently used in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">media effectiveness\u003C\u002Fa>. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fmedia-mix-modelling\u002F\">Media Mix Modelling\u003C\u002Fa> helps to determine how different media channels and other external factors contribute towards achieving desired marketing goals such as revenue or conversions. The Media Mix Model contribution estimates can then be used to provide an optimal budget distribution. It works by analysing historical data on various media channels and their impact on KPIs. It utilises collected data on media spend, KPIs such as conversions or revenue and other context variables such as events, average product price or seasonality. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-incrementality-testing\">What is incrementality testing?\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fincrementality-testing\u002F\">Incrementality testing\u003C\u002Fa> on the other hand is a statistical method used to measure and estimate the direct impact, cumulative impact, and short\u002Flong-term effects of a campaign or particular media channel. Incrementality testing aims to establish a causal relationship by comparing a “treatment” with a “control” group. The treatment group refers to a group exposed to a marketing experiment and the control group refers to a group that hasn’t been exposed. Incrementality testing provides ways to quantify direct media impact using data, and the separation of confounding variables. \u003C\u002Fp>\n\n\n\n\u003Cp>At first glance these two methods may seem independent, however, combining Media Mix Modelling with incrementality testing is key to generating a trustworthy media mix.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fmedia-mix-modelling-graphic.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25577\" width=\"560\" height=\"310\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"common-challenges-faced-in-media-mix-modelling\">Common challenges faced in Media Mix Modelling\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"capturing-the-effects-of-upper-funnel-advertising\">Capturing the effects of upper funnel advertising\u003C\u002Fh3>\n\n\n\n\u003Cp>In the context of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.britannica.com\u002Fscience\u002FBayesian-analysis\">Bayesian\u003C\u002Fa> Media Mix Modelling, media contributions are modelled as a random variable characterised by a combination of prior knowledge and the data, as opposed to an unknown fixed real value. \u003C\u002Fp>\n\n\n\n\u003Cp>In Bayesian Media Mix Modelling, choosing priors can be difficult depending on how much prior knowledge is available. If very little prior knowledge is available then one approach is to let the data do the talking, through the use of non-informative priors. Allowing the data to do the talking may sound like the rational thing to do at first glance, however, the Media Mix Model will distribute media contribution based on the data the model has access to and what associations it can detect within. \u003C\u002Fp>\n\n\n\n\u003Cp>A common issue in Media Mix Modelling is that sometimes the spend on upper funnel advertising might not appear to be associated with revenue (often the dependent variable). However, this doesn’t always mean upper-funnel advertising is ineffective. One attempt to counter this is to increase prior contributions for that particular media channel, but doing this without any testing involves a lot of guesswork – something you wish to avoid. Additionally, having too much prior confidence can lead to inaccurate and potentially biased results. Therefore, based on this, you require a sensible method to inform oyur model.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"adstock-effects\">Adstock effects\u003C\u002Fh3>\n\n\n\n\u003Cp>Additionally, trying to elicit prior adstock effects on a particular media channel can be challenging. Besides guesswork, one attempt is to tackle this through the use of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbusiness.adobe.com\u002Fblog\u002Fbasics\u002Fmulti-touch-attribution\">Multi-touch Attribution Models\u003C\u002Fa>. Multi-touch Attribution Models track the customer journey and could be used to provide approximations to the Adstock effects of media channels, provided it can track the time between touch points. \u003C\u002Fp>\n\n\n\n\u003Cp>However, this is quite a contradictory approach as some of the main reasons Media Mix Modelling is becoming so popular in the world of digital marketing are the decaying lifetime of the third-party cookie, the technological challenges posed by devices staying compliant with privacy laws, and changing consumer preferences to switch between devices more and more often. As the effectiveness of the Multi-touch Attribution Model decays, the more fragmented the touch points and the customer journeys are, and hence the less confidence you have in your results. Again, based on this, you require a sensible way to inform your model.\u003C\u002Fp>\n\n\n\n\u003Cp>Luckily, you have the power of incrementality testing at your disposal.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-incrementality-testing-can-overcome-these-challenges\">How incrementality testing can overcome these challenges\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"upper-funnel-advertising-solution\">Upper-funnel advertising solution\u003C\u002Fh3>\n\n\n\n\u003Cp>One efficient way to capture and assess the direct effectiveness of upper-funnel advertising (whilst controlling for confounding variables) is through incrementality testing. \u003C\u002Fp>\n\n\n\n\u003Cp>For example, if you decided to hold out on upper funnel advertising in one location, call this the “treatment location”, you would then use the other “control” locations to estimate what would’ve happened to the revenue generated in the “treatment” location if you didn’t hold out on upper-funnel advertising. \u003C\u002Fp>\n\n\n\n\u003Cp>These estimations will define the “synthetic control” group. You then compare what actually happened to revenue, as a result of holding out on upper-funnel advertising, with what was predicted to happen. If the test indicates very little or no significant impact, then a Media Mix Model suggesting this particular channel is less effective than expected may be justified. \u003C\u002Fp>\n\n\n\n\u003Cp>Alternatively, if the test indicates upper funnel advertising does have an impact on revenue, then you may increase prior contribution in such a way that aligns with the results of this test. This process is referred to as model calibration.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"adstock-effects-solution\">Adstock effects solution\u003C\u002Fh3>\n\n\n\n\u003Cp>Incrementality testing provides a way to measure the Adstock effects of a particular media channel. \u003C\u002Fp>\n\n\n\n\u003Cp>For example, if you decide to deactivate advertising in one location for a particular media channel, call this the “treatment location”, you would then use the other “control” locations to estimate what would’ve happened to the revenue generated in the “treatment” location if you didn’t deactivate advertising.\u003C\u002Fp>\n\n\n\n\u003Cp>You then compare what actually happened to revenue, as a result of deactivating advertising, with what was predicted to happen. If the test indicates that deactivating advertising on this particular media channel has significantly impacted revenue, then the time it takes to see the significant impact provides a good prior Adstock estimate to inform the model. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-calibrating-your-media-mix-model-is-crucial\">Why calibrating your Media Mix Model is crucial\u003C\u002Fh2>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Incrementality testing helps to establish causal relationships, whereas a Media Mix Model alone will allocate contributions based on the correlations it can detect. Incrementality testing enables Media Mix Models to capture casual relationships more efficiently.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Incrementality testing enables us to validate any results generated by a Media Mix Model. For example, if a previous Media Mix Model predicts that increasing spend on a particular channel will generate a specific amount of additional revenue, performing incrementality testing on this channel will allow us to check this claim.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Incrementality testing results can be used to fine-tune the parameters of a Media Mix Model. For instance, it can help refine the contribution coefficients assigned to different marketing channels, ensuring that the model accurately captures the true impact of each channel.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>By understanding the incremental impact of each marketing channel, you can make more informed decisions about how to allocate marketing resources. This can lead to more efficient spending and increased overall business performance.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Incrementality testing allows for the control of confounding variables that may affect the Media Mix Model. By isolating the impact of a specific media channel, you can better control for external factors that might influence outcomes.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The world of digital marketing is dynamic, and consumer behaviour is ever-changing. Incrementality testing aids in the continuous improvement and validation of previous Media Mix Models.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>The combination of both Media Mix Modelling and incrementality testing allows you to navigate the world of media effectiveness and strengthens the validity of data-driven insights. By leveraging the causal insights provided by incrementality testing, you can fine-tune your Media Mix Models, ensuring that your media plan is not only data-driven but also accurate and trustworthy. The iterative process of model calibration and validation allows for enhanced business performance and growth.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> with our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002F\">Media Solutions\u003C\u002Fa> team if you want to learn more about Media Mix Modelling and incrementality testing to support your business needs.\u003C\u002Fp>\n",false,"standard",[10,11],39,41,[],[],[15,16,17,18,19,20,21,22,23],"post-26187","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-measurement",{"page_content_modules":25,"hero":162},[26,114],{"acf_fc_layout":27,"reduced":28,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":28,"title":29,"content":6,"authors":30},"blog_post_content",true,"Leveraging incrementality testing to optimise Media Mix Modelling",[31],{"id":32,"path":33,"display_name":34,"job_title":35,"description":36,"avatar_url":37,"acf":38},98,"\u002Fabout\u002Four-team\u002Fmatthew-ahern\u002F","Matthew Ahern","Digital Marketing Manager","As a part of the growing Commercial Team at Impression, I support the Head of Marketing and the content element of Impression’s marketing strategy.","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":35,"full_bio":39,"specialist_service_links":40,"photo":59},"\u003Cp>Digital Marketing Manager. Joined Impression in December 2021.\u003C\u002Fp>\n\u003Cp>I began my digital marketing career as an in-house Marketing Assistant for a Nottingham-based luxury brand. I also spent a short time in the world of merchandising before returning to digital marketing as an in-house Marketer for a national manufacturer of electrical goods. I produced a wide range of internal and external content, including social media and website content. I wanted to take my content marketing skills further, so when I saw that Impression was looking for a Content Executive, I thought it would be a great opportunity to explore and develop my skills.\u003C\u002Fp>\n\u003Cp>I work closely with Impression’s Head of Marketing to support them in delivering the content element of Impression’s marketing strategy. I collaborate across departments to produce digital content, such as case studies, website copy, and long-form content.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nA moment I was really proud of was receiving my Masters degree in marketing. Marketing was a completely new world to me back then, so there was a lot of pressure on learning, understanding, and implementing new ideas and strategies into my work.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nMy favourite things to do outside of work are to visit quirky museums and to enjoy well-brewed coffee in independent coffee shops.\u003C\u002Fp>\n",[41],{"page":42,"link_text":58},{"ID":43,"post_author":44,"post_date":45,"post_date_gmt":45,"post_content":46,"post_title":47,"post_excerpt":46,"post_status":48,"comment_status":49,"ping_status":49,"post_password":46,"post_name":50,"to_ping":46,"pinged":46,"post_modified":51,"post_modified_gmt":51,"post_content_filtered":46,"post_parent":52,"guid":53,"menu_order":52,"post_type":54,"post_mime_type":46,"comment_count":55,"filter":56,"url_path":57},33,"98","2020-03-12 15:00:28","","Digital Marketing Services","publish","closed","digital-marketing","2026-04-13 15:14:11",0,"\u002F?page_id=33","page","0","raw","\u002Fdigital-marketing\u002F","Digital Marketing",{"ID":60,"id":60,"title":61,"filename":62,"filesize":52,"url":63,"link":64,"alt":46,"author":65,"description":46,"caption":46,"name":66,"status":67,"uploaded_to":52,"date":68,"modified":68,"menu_order":52,"mime_type":69,"type":70,"subtype":71,"icon":72,"width":73,"height":74,"sizes":75},16743,"Matthew-Ahern_New2","Matthew-Ahern_New2.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&q=90","\u002Fmatthew-ahern_new2\u002F","12","matthew-ahern_new2","inherit","2022-04-21 11:54:30","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":76,"thumbnail-width":77,"thumbnail-height":77,"medium":78,"medium-width":79,"medium-height":80,"medium_large":81,"medium_large-width":82,"medium_large-height":83,"large":84,"large-width":85,"large-height":86,"1536x1536":87,"1536x1536-width":88,"1536x1536-height":89,"2048x2048":90,"2048x2048-width":91,"2048x2048-height":92,"post-thumbnail":93,"post-thumbnail-width":94,"post-thumbnail-height":95,"12_col":96,"12_col-width":97,"12_col-height":98,"default_landscape":99,"default_landscape-width":100,"default_landscape-height":74,"default_portrait":101,"default_portrait-width":74,"default_portrait-height":100,"6_col_and_margin_short":102,"6_col_and_margin_short-width":94,"6_col_and_margin_short-height":98,"11_col_and_margin":103,"11_col_and_margin-width":104,"11_col_and_margin-height":98,"9_col_rectangle":105,"9_col_rectangle-width":106,"9_col_rectangle-height":107,"11_col":108,"11_col-width":109,"11_col-height":98,"staff_image_696_600":110,"staff_image_696_600-width":73,"staff_image_696_600-height":74,"rectangular_thumbnail":111,"rectangular_thumbnail-width":112,"rectangular_thumbnail-height":113},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":115,"reduced":28,"top_overlap":116,"bottom_underlap":116,"disable_observer":-1,"heading":117,"cta_text":118,"cta_link":119,"items":120},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[121,140,152],{"type_key":16,"title":122,"excerpt":123,"to":124,"postedAt":125,"readingTime":126,"image":127,"authors":128,"category":138},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[129,132,135],{"name":130,"image":131},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":133,"image":134},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":136,"image":137},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":139,"name":58},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F",{"type_key":16,"title":141,"excerpt":142,"to":143,"postedAt":144,"readingTime":145,"image":146,"authors":147,"category":151},"A guide to WebMCP for marketing leaders","\u003Cp>The structure of web traffic is undergoing a fundamental structural transition. We’re certainly seeing the impacts of these changes en masse. Whilst SEO visibility is driving, in part, Generative Engine Optimisation (“GEO”) visibility, clicks in traditional SEO rankings are harder to come by, and customer behaviour is fragmented as users are using new places to […]\u003C\u002Fp>\n","\u002Fblog\u002Fa-guide-to-webmcp-for-marketing-leaders\u002F","2026-08-27T13:51:35",13,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fyasa-design-studio-Ot2wQ8jF43s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[148],{"name":149,"image":150},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":139,"name":58},{"type_key":16,"title":153,"excerpt":154,"to":155,"postedAt":156,"readingTime":157,"image":158,"authors":159,"category":161},"Navigating Agentic Commerce with Universal Commerce Protocol","\u003Cp>As artificial intelligence transitions from information retrieval to autonomous task execution, the underlying infrastructure supporting ecommerce is undergoing a fundamental architectural shift.  The Universal Commerce Protocol (“UCP”) provides the unified communication layer required for AI agents to browse, negotiate, and execute transactions directly across merchant back-ends such as payment gateways. 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