Overview
Incremental is a platform designed for commerce media, focusing on measuring the true sales impact of advertising efforts. It replaces traditional ROAS metrics with incrementality, providing daily causal measurement down to the campaign and SKU level. The platform utilizes automated model creation and continuous learning to deliver insights into what drives sales, ensuring accountability to observed economic impact.
This independent measurement system helps brands and agencies understand which ads, campaigns, and sponsored placements are genuinely effective. Beyond measurement, Incremental offers optimization recommendations that integrate directly with major bidding platforms like Skai, Pacvue, Flywheel, and WPP Open, streamlining the workflow for advertisers. It supports enterprise-grade commerce media operations, addressing the complexity and scale required by large brands and agency holding companies.
Key features
- Causal measurement down to campaign and SKU
- Independent measurement that doesn't sell media
- Automated optimization recommendations
- Integrates with major bidding platforms (Skai, Pacvue, Flywheel, WPP Open)
- Enterprise-grade causal intelligence
- Daily insights into sales impact
Who uses it
The platform is used by major agency holding companies and large CPGs, indicating its focus on enterprise-level brands and advertising agencies managing extensive commerce media campaigns.
Pros
- Provides daily causal measurement at campaign and SKU level
- Offers independent measurement, ensuring neutrality and trust
- Automates optimization recommendations directly into bidding platforms
- Designed for enterprise-grade scale and complexity
- Helps achieve significant incremental sales lift (15-25%)
Cons
- Pricing information is not publicly available, requiring direct contact
- Primarily targets large enterprises and agency holding companies, potentially less accessible for smaller businesses
- Requires integration with existing bidding platforms for full optimization benefits
Our take
Incremental offers a specialized solution for large-scale commerce media operations, providing deep insights into advertising effectiveness. Its focus on incrementality over ROAS aims to deliver more accurate and actionable data for optimizing ad spend.
Comments
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