Incremental
Incremental is an enterprise SaaS platform that uses causal AI to measure true incremental sales impact of retail media for large CPG brands and agency holding companies, replacing ROAS-based attribution with SKU-level incrementality measurement.
- Company typePrivate
- Founded2020
- HeadquartersBaltimore, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Incremental does
Incremental (legally Tradeswell, Inc., founded 2020) provides an enterprise-grade causal intelligence platform for retail media measurement and optimization, serving large consumer packaged goods brands and agency holding companies. The platform replaces traditional ROAS-based attribution with multivariate time series causal models that measure true incremental sales lift at the campaign and SKU level, accounting for promotions, seasonality, other media channels, and external factors. Core product modules include Measurement & Reporting, Campaign Optimization, Planning & Forecasting, and Commerce Graph (a cross-platform data normalization layer), delivered through an API-first architecture with direct integrations to retailer platforms including Walmart Connect, Amazon, and TikTok Shop. The platform processes structured data on 550,000+ SKUs and $3.5B in monthly GMV across 500+ brands, with proprietary outputs including the iROI (Incremental Return on Investment) metric.
The company operates a quote-based enterprise SaaS model with revenue derived from subscription fees for access to the causal intelligence platform, API integrations, and ongoing measurement services. Go-to-market combines direct enterprise field sales targeting large CPG brands and pharma companies with channel partnerships through major agency holding companies — most notably a flagship integration into WPP/GroupM's Open Media Studio announced in 2024, and a global partnership with Skai that connects measurement outputs to automated bidding algorithms. Seven of the ten largest CPG companies use the platform, with named customers spanning Unilever, Nestle, Mondelez, Colgate-Palmolive, Danone, Church & Dwight, Hasbro, SharkNinja, McCormick, Hanes, Purina, AbbVie, and Bayer. The company has raised approximately $18.8M across a 2020 seed round and 2021 Series A, both led by SignalFire, and is headquartered in Baltimore with team presence in New York, Atlanta, and Chicago.
Incremental firmographics
Firmographics- Name
- Incremental
- Legal name
- Tradeswell, Inc.
- Website
- https://incremental.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Incremental is an enterprise SaaS platform that uses causal AI to measure true incremental sales impact of retail media for large CPG brands and agency holding companies, replacing ROAS-based attribution with SKU-level incrementality measurement.
- Ownership category
- akta.pro rank
Incremental industry classification
Industry- Product category
- Retail Media Measurement Software
- NAICS
- Advertising Agencies (54181), Custom Computer Programming Services (541511)
- SIC
- Services-Advertising (7310), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Attribution, Measurement, Analytics & Incrementality (BPAMALAF)
- akta.pro secondary industries
- Performance Analytics, Attribution & Marketing Measurement (MPAAACAH), Media Measurement, Attribution & Mix Modeling (MMM/MTA) (BPAFABAN)
Keywords
Where Incremental is headquartered
LocationHeadquarters
- HQ city
- Baltimore
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Incremental business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- SaaS Platform Subscription: Enterprise SaaS platform providing retail media measurement and optimization. Revenue derived from subscription fees for access to causal intelligence platform, API integrations, and ongoing measurement services. Pricing based on scale (spend tracked, products, campaigns) with enterprise contracts.
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Incremental product offering
Product offeringCore offering
Incremental provides an enterprise-grade causal intelligence platform for retail media and commerce measurement. The platform replaces traditional ROAS metrics with multivariate time series models that quantify the true incremental sales lift generated by advertising across retailers, channels, and campaigns. It serves large CPG brands and agency holding companies with API integrations, daily signal publishing, and cross-retailer halo effect analysis.
Product overview
Incremental offers a unified causal intelligence platform for commerce media, comprising core measurement, optimization, and planning modules. The platform's core capabilities include Measurement & Reporting (causal incrementality measurement replacing ROAS), Campaign Optimization (automated real-time budget allocation based on iROI), Planning & Forecasting (scenario modeling and sales forecasting), and Commerce Graph (cross-platform data normalization). Supporting tools include the iROI Calculator for estimating incremental revenue potential. The platform tracks over 500 brands, 550,000+ SKUs, and $3.5B in monthly GMV with an average 15% incremental sales lift. The company also produces industry resources including playbooks for Health & Beauty brands, CPG-focused content, and research reports like the Cross-Retailer Halo Effect analysis.
Differentiator
Problem solved
Functional benefit
Products and services
- Causal Intelligence Platform Enterprise-grade SaaS platform that uses multivariate time series models to measure the incremental sales impact of retail media campaigns at the SKU and campaign level, replacing traditional ROAS with daily, neutral signals. Includes measurement & reporting, campaign optimization, planning & forecasting, and Commerce Graph modules. Sold to large CPG brands and agency holding companies via enterprise subscriptions.
- iROI Calculator Standalone interactive calculator tool that estimates how much incremental revenue marketing could drive with the right strategy, channels, and optimization. Serves as a self-service value demonstration tool for prospective enterprise customers.
Quantifiable outcome
- 43% of spend had iROI of 6x or greater
- +8 more outcomes
Companies that use Incremental
Customer profileNamed customers14 records
Segments3 records
Ideal customer profiles3 records
Incremental technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability6 records
Feature6 records
Incremental partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor, core and flagship.
- KeplerminorPartnership to operationalize incrementality in retail media planning and execution. Announced June 2026.
- SkaicoreGlobal partnership integrating Incremental's neutral third-party measurement with Skai's AI-driven omnichannel advertising activation. Enables brands to optimize retail media campaigns for incrementality alongside paid search and social. One leading brand using integration for daily campaign budget allocations based on iROAS.
- Walmart ConnectcoreIncremental joined the Walmart Connect Partner Network, enabling brands and agencies to integrate Walmart Connect search and display campaigns directly into Incremental via APIs. Empowers marketers to go beyond ROAS and understand true contribution to top-line revenue growth.
- GroupM (WPP)flagshipStrategic partnership integrating Incremental's retail media forecasting, planning, and measurement capabilities into Open Media Studio within WPP Open. Provides GroupM clients with AI-driven planning, optimization, and analytics intelligence for retail media. First agency connected partner announced at Cannes Lions 2024.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
Incremental competitors and assessment
Company assessmentDirect peers
- Skai: Skai is both a close partner and a competing omnichannel commerce media platform that combines activation and measurement. Its AI-driven activation and bid-management capabilities directly overlap with Incremental's optimization and measurement modules, and it serves many of the same CPG advertisers.
- Pacvue: Pacvue is a leading commerce media platform for Amazon, Walmart and other retailers, combining retail media activation with measurement and analytics. It competes directly with Incremental on measurement of retail media campaigns and serves many of the same enterprise CPG customers.
- Flywheel (Omnicom): Flywheel is Omnicom's commerce media operating system, providing data, measurement and activation for retail media networks. It overlaps with Incremental in CPG-focused incrementality measurement and is increasingly bundled with Omnicom agency services.
- Northbeam: Northbeam provides multi-touch attribution and incrementality analytics for DTC and omnichannel brands. Its measurement capabilities compete with Incremental in the broader marketing-attribution category, particularly for CPG and ecommerce advertisers.
- Triple Whale: Triple Whale offers an analytics and attribution platform for ecommerce and Shopify brands, increasingly extending into retail media and incrementality. It competes with Incremental in measurement depth and the CPG/DTC advertiser set.
- Measured: Measured provides incrementality and cross-channel media measurement, including retail media networks, for large consumer brands. It is one of the closest direct competitors in the independent incrementality-measurement category Incremental occupies.
- Rockerbox: Rockerbox offers marketing measurement, attribution and incrementality analytics for enterprise advertisers across digital and retail media channels. It competes with Incremental on the analytics layer for CPG and DTC brands.
Broad incumbents
- Amazon Marketing Cloud (AMC): AMC is Amazon's own privacy-safe analytics environment for advertisers, providing cross-channel and cross-channel-to-Amazon measurement. While not a direct competitor on cross-retailer neutrality, it competes for the same measurement budget within Amazon's walled garden.
- GroupM / WPP Open (Choreograph): GroupM is Incremental's largest distribution partner via WPP Open / Open Media Studio, but also a broader incumbent that bundles planning, activation and analytics services. As a customer and channel, it is comparable in scale and reach across enterprise CPG advertisers.
Emerging players
- Tinuiti: Tinuiti is a large independent performance marketing agency with growing commerce media and retail media measurement capabilities. It is comparable in serving CPG advertisers with measurement-informed planning and buying, though it leans more agency than pure SaaS.
Market position
Strengths5 records
Weaknesses2 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Incremental social profiles
Digital presenceIncremental financial estimates
Financial estimateRevenue estimate
Valuation estimate
Incremental leadership team
Management profileNumber of profiles
Profiles11 records
Incremental funding detail
Funding detailFunding overview
Funding rounds2 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Incremental M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Incremental
What does Incremental do?
Incremental provides an enterprise-grade causal intelligence platform for retail media and commerce measurement. The platform replaces traditional ROAS metrics with multivariate time series models that quantify the true incremental sales lift generated by advertising across retailers, channels, and campaigns. It serves large CPG brands and agency holding companies with API integrations, daily signal publishing, and cross-retailer halo effect analysis.
Is Incremental a public or private company?
Incremental is a private company. It is classified as venture growth investor backed and is currently operating.
When was Incremental founded?
Incremental was founded in 2020. It employs 1 to 10 people.
Where is Incremental based?
Incremental is headquartered in Baltimore, United States, in the North America region.
How does Incremental make money?
One revenue line is on record: saaS Platform Subscription.
Who are Incremental's main competitors?
Direct peers on record are Skai, Pacvue, Flywheel (Omnicom), Northbeam, Triple Whale, Measured and Rockerbox. Broad incumbents are Amazon Marketing Cloud (AMC) and GroupM / WPP Open (Choreograph). Tinuiti is listed as an emerging player.
Does Incremental have an API?
Yes. Incremental's easy-to-use integrations connect directly to media and retailer platforms via APIs and other flexible means of data collection. The platform publishes data updates every day and automatically maps and standardizes media and retail data across multiple platforms into a single normalized view. Integration setup requires just a few clicks, with new ecommerce platform integrations configurable in 2 to 4 weeks.
What industry is Incremental in?
Incremental's product category is Retail Media Measurement Software. Its primary akta.pro industry code is BPAMALAF, Attribution, Measurement, Analytics & Incrementality, with a secondary code of MPAAACAH, Performance Analytics, Attribution & Marketing Measurement. Its NAICS code is 54181 and its SIC code is 7310.