What the words mean, answered in full.

Attribution assigns credit for an outcome to the touchpoints that preceded it, according to a rule you chose. Incrementality asks whether the outcome would have happened anyway, by comparing an exposed group with a comparable unexposed one. Attribution is a description of a conversion path; incrementality is a causal claim. Almost every reported media result is the first presented as though it were the second.

That the data provider asserts a consent chain exists back to the individual — not that anyone downstream has verified every link in it. It is a meaningful claim and a limited one. AdBuyMCP records the assertion in the plan's lawful-basis manifest along with the condition that comes with it: the supply chain must be framework-validated and the vendor attestation verified on connection. That is a condition you still owe rather than a box already ticked.

It is worth reading exactly to the extent that it says something a neutral source would not. These entries name our own limits — that no compiled plan carries a EUID today, that the Acorn catchment licence is not held, that brand lift is a placeholder, that the exposure ledger is fed only by a sandbox. A glossary that only restates industry definitions earns no citation and deserves none.