INCRMNTAL is an AI-driven, privacy-first marketing measurement company that products always-on incrementality measurement and causal analytics to show the true incremental value of marketing spend across digital and offline channels without using user‑level data.[3][6]
High‑Level Overview
- Mission, investment‑firm style (for clarity: INCRMNTAL is a portfolio company / product company): INCRMNTAL’s stated vision is to shift marketing measurement “from measuring clicks to measuring value” by removing attribution bias and quantifying the incremental impact of ad spend using proprietary causality algorithms while preserving privacy.[6][3]- Investment philosophy (interpreted for a company as strategic focus): INCRMNTAL focuses R&D and go‑to‑market on always‑on incrementality, causal data science, and automated micro‑experiments so marketers can optimize budgets without costly randomized trials or user‑level data sharing.[5][2]- Key sectors: The platform serves gaming, fintech, travel, e‑commerce/retail, lifestyle, and agencies, and supports measurement across channels including mobile (iOS/Android), web, CTV/streaming TV, influencers and out‑of‑home.[1][2]- Impact on the startup / marketing ecosystem: By providing privacy‑safe, continuous incrementality measurement and cross‑channel causality, INCRMNTAL enables advertisers to confidently scale effective channels (customers report up to 5× scale in some channels) and reduces reliance on last‑touch attribution and expensive holdout experiments, influencing media buying and measurement practices across publishers, ad platforms and brands.[3][1]
For product clarity (portfolio‑company view)
- What product it builds: An AI‑powered incrementality measurement platform built on proprietary causality algorithms that performs continuous, aggregated, privacy‑safe incrementality inference and anomaly detection.[3][5]- Who it serves: Growth marketers, marketing analysts and data teams at advertisers and agencies across multiple industries (customers include Hopper, eToro, Binance, Autoscout24, Huuuge Games, SEGA and others).[2][2]- What problem it solves: It answers “did this marketing activity actually move the needle?” by isolating incremental impact across channels and campaigns without user‑level tracking or costly randomized experiments, and accounting for seasonality and cross‑channel influence.[3][6]- Growth momentum: Founded in 2020 and headquartered in Ramat Gan/Tel Aviv, INCRMNTAL has grown to a small, specialized team (reported ~26–50 employees), published customer case studies claiming meaningful ROAS improvements, and integrated with partners (e.g., Roku Ads workflows) to measure CTV effectiveness.[1][2][3]
Origin Story
- Founding year and founders: INCRMNTAL was founded in 2020; public materials cite Moti Tal as a co‑founder and CTO who framed the product from two decades of adtech and programmatic experience and a desire to fix measurement shortcomings in attribution technology.[1][5]- How the idea emerged: The founders moved from attempts at better multi‑touch attribution and clean‑room approaches toward incrementality after concluding that attribution could not reliably isolate true incremental value; they built proprietary causality algorithms and an always‑on measurement product instead.[5][6]- Early traction / pivotal moments: Early prioritization of privacy‑safe, aggregated measurement attracted customers across gaming and fintech; public customer testimonials and reported integrations (e.g., with streaming/CTV measurement workflows) illustrate early commercial traction.[3][1]
Core Differentiators
- Privacy‑first causal measurement: Uses proprietary causality algorithms to measure incrementality without ingesting user‑level data, aligning with privacy regulations and first‑party / aggregated data approaches.[6][5]- Always‑on / continuous incrementality: Designed for ongoing, automated measurements and micro‑experiments so teams can get near real‑time signals rather than periodic, costly holdouts.[2][3]- Cross‑channel coverage: Measures digital and offline channels—including CTV, mobile, web, influencer and OOH—enabling unified incremental attribution across media mixes.[1][2]- No‑code / analyst‑friendly UX: Emphasizes quick deployment and business‑analyst accessibility so marketing teams can run insights without heavy engineering lift.[2][3]- Industry credibility & customers: Publicized enterprise customers and partner integrations (examples include gaming and fintech customers; Roku partnerships mentioned in market writeups) that demonstrate applicability at scale.[2][1]
Role in the Broader Tech Landscape
- Trend alignment: INCRMNTAL rides two major trends — the shift from deterministic user‑level tracking to aggregated, privacy‑preserving measurement, and wider adoption of causal ML for business decisioning.[6][5]- Why timing matters: With deprecation of third‑party identifiers, regulatory pressure on tracking, and increasing CTV/streaming ad spend, demand for privacy‑safe incrementality measurement has grown rapidly, creating a strong product–market fit for continuous, model‑based measurement.[1][6]- Market forces in their favor: Advertisers’ need to optimize increasingly fragmented media budgets, publishers’ need to demonstrate value, and platforms seeking scalable measurement solutions all push adoption toward causal, aggregated approaches.[3][1]- Influence on ecosystem: By making incrementality measurement more accessible, INCRMNTAL can change media planning and buying (reducing reliance on last‑touch KPIs), encourage platforms to offer tighter measurement partnerships, and raise the bar for privacy‑compliant analytics vendors.[3][6]
Quick Take & Future Outlook
- What’s next: Expect continued expansion of channel integrations (more CTV and publisher partnerships), enhancements in causal models and automated experimentation, and deeper product features for real‑time budget allocation and creative-level incrementality.[3][1]- Trends that will shape their journey: Continued tightening of privacy rules, growth in CTV and non‑cookie inventory, and broader adoption of causal inference in marketing measurement will increase demand for INCRMNTAL’s approach.[6][1]- How influence might evolve: If INCRMNTAL scales enterprise adoption and broad partner integrations, it can be a standard measurement layer for marketers—shifting budgets toward truly incremental channels and reducing dependence on deterministic attribution vendors.[3][2]
Quick take: INCRMNTAL addresses a pressing gap created by the decline of user‑level tracking and weak last‑touch attribution by offering a privacy‑safe, AI‑driven incrementality platform that businesses can use continuously to make budget decisions with causal confidence—positioning it well for growth as advertisers seek reliable, privacy‑compliant measurement.[6][3]
If you’d like, I can: provide a one‑page investor memo, map INCRMNTAL’s competitors and differentiators, or extract direct customer case metrics from their public materials.
