INCRMNTAL
INCRMNTAL is an AI-powered incrementality measurement platform that quantifies the true causal impact of marketing spend across digital, TV, CTV, OOH, and influencer channels without cookies or user-level data. It serves gaming, fintech, travel, e-commerce, and healthcare advertisers through a tiered SaaS subscription model.
- Company typePrivate
- Founded2022
- HeadquartersTel Aviv, Israel
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What INCRMNTAL does
INCRMNTAL is an AI-powered incrementality measurement platform that enables advertisers to quantify the true incremental contribution of marketing activities across digital, TV, CTV, OOH, influencer, podcast, and in-game channels without relying on user-level data, cookies, IDFAs, or SDKs. The company's core technology uses causal data science and reinforcement learning: every logged marketing change (budget shift, creative update, channel launch) is treated as a micro-experiment that feeds causal lift models and continuously refines attribution weights. The product suite comprises Explorer (always-on incrementality and attribution), INCRMNTAL Analyst (AI-powered deep-dive analysis with full model transparency), GeoLift (privacy-safe geographic experiments), Actionable Insights (automated AI recommendations), and Media Mix Modeling (real-time alternative to traditional MMM), with AURORA recently launched as an AI growth analyst. The platform integrates with 90+ ad platforms, MMPs, data warehouses, and analytics tools.
INCRMNTAL serves gaming, fintech, travel & mobility, e-commerce, healthcare, and lifestyle verticals, with named enterprise customers including Supercell, DraftKings, Binance, eToro, Trade Republic, Monday.com, Funko Pop!, and Hopper. The business operates a tiered SaaS subscription model (SMB, Pro, Enterprise) billed annually and decoupled from ad spend, with Enterprise tier supporting up to 15 channels, 10 countries, and a dedicated CSM. Distribution combines enterprise field sales with sales engineers, a self-service SMB motion, and an agency licensing program offering volume discounts. INCRMNTAL is ISO/IEC 27001:2022 certified and headquartered in Tel Aviv with a remote-first team of 11-50 employees.
The company was founded in 2020 and has raised $5.5 million in disclosed funding (a $1.4M pre-seed from toDay.Ventures in October 2020 and a $4.1M seed led by Play Ventures VC with Heracles Capital in July 2022). In February 2026, INCRMNTAL announced a CTV measurement partnership with Roku, and in March 2026, Smartly signed a letter of intent to acquire the company to integrate its incrementality signals with Smartly's advertising optimization platform — a deal that, if completed, would place INCRMNTAL's causal AI stack at the core of a larger social, commerce, and CTV orchestration platform.
INCRMNTAL firmographics
Firmographics- Name
- INCRMNTAL
- Legal name
- INCRMNTAL Ltd.
- Website
- https://incrmntal.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- INCRMNTAL is an AI-powered incrementality measurement platform that quantifies the true causal impact of marketing spend across digital, TV, CTV, OOH, and influencer channels without cookies or user-level data. It serves gaming, fintech, travel, e-commerce, and healthcare advertisers through a tiered SaaS subscription model.
- Ownership category
- akta.pro rank
INCRMNTAL industry classification
Industry- Product category
- Marketing Measurement Software
- NAICS
- Advertising Agencies (541810), Information (51)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Attribution, Measurement, Analytics & Incrementality (BPAMALAF)
- akta.pro secondary industries
- Media Measurement, Attribution & Mix Modeling (MMM/MTA) (BPAFABAN), Media Measurement, Attribution & Marketing Mix Modeling (MMM) Services (MPAAABAN), Marketing Analytics & Measurement Strategy (Attribution, MMM, KPIs) (MPAAAFAH)
Keywords
Where INCRMNTAL is headquartered
LocationHeadquarters
- HQ city
- Tel Aviv
- HQ country
- Israel
- HQ region
- Middle East
Offices1 record
Markets served
INCRMNTAL business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Subscription - SMB Tier: Subscription-based pricing for small/mid-size advertisers. Includes up to 5 paid media channels, 1 KPI, 1 country, and 1 user. Standard integration with online portal and email support (72h SLA).
- SaaS Subscription - Pro Tier: Subscription for cross-platform advertisers. Includes up to 8 channels, 2 KPIs, 4 countries, 3 users. Professional onboarding and custom integration with over 90 platforms. Online portal and email support (48h SLA).
- SaaS Subscription - Enterprise Tier: Full-featured subscription for large-scale advertisers. Includes up to 15 channels, 4 KPIs, 10 countries, 10 users. Dedicated Customer Success Manager, custom variable integration, Slack Connect, and 24h SLA support.
- Agency Licensing: Three tracks: licensing the platform for the agency, licensing on behalf of customer, and referral agreements. Volume discounts applied.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | SMB: For Mobile or Web Advertisers active only on digital channels |
| Subscription | Annual | Pro: For Mobile, Web, Cross-platform Advertisers active on multiple channels |
| Subscription | Annual | Enterprise: For large scale Mobile, Web, Cross-platform, and Omni-channel Advertisers |
| Subscription | Annual | Agencies: Licensing options for agency partners |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
INCRMNTAL product offering
Product offeringCore offering
INCRMNTAL sells a SaaS-based AI-powered incrementality measurement platform that quantifies the true incremental impact of marketing spend across digital, TV, CTV, OOH, influencer, podcast, and in-game channels without relying on user-level data, cookies, IDFAs, or SDKs. The platform bundles several modules (Explorer for always-on attribution, INCRMNTAL Analyst, GeoLift, Actionable Insights, and a real-time Media Mix Modeling alternative) sold on tiered SMB, Pro, Enterprise, and Agency subscriptions.
Product overview
INCRMNTAL is a unified AI-powered incrementality measurement platform that enables advertisers to measure the true incremental value of their marketing activities across all channels without relying on user-level data or requiring SDK integration. The platform is built on a single core architecture consisting of several integrated AI-powered modules: Explorer provides always-on AI attribution with campaign-level incrementality and budget guidance; INCRMNTAL Analyst delivers deep-dive analysis with full transparency into the modeling process; GeoLift enables privacy-safe geographic lift experiments; and Actionable Insights provides automated AI-driven recommendations. The platform also includes Media Mix Modeling as a real-time alternative to traditional MMM. Together, these products form a comprehensive incrementality measurement solution that covers digital advertising (iOS, Android, Web), connected TV, linear TV, out-of-home, influencer marketing, podcasts, and in-game advertising, with tiered pricing from SMB to Enterprise and Agency packages.
Differentiator
Problem solved
Functional benefit
Brands
- Explorer: AI attribution platform built on always-on incrementality that measures incrementality continuously across channels, platforms, and markets.
- INCRMNTAL Analyst
- GeoLift
- Actionable Insights
- Media Mix Modeling
- AURORA
Products and services
- INCRMNTAL Measurement Platform Unified AI-powered incrementality measurement platform that measures the true incremental value of marketing activities across all channels (digital, TV, CTV, OOH, influencer, podcast, in-game) without user-level data, cookies, IDFAs, or SDK integration. Sold to advertisers and agencies via tiered SaaS subscriptions.
- Explorer Always-on AI attribution module that continuously measures incrementality across channels, platforms, and markets, providing granular campaign-level attribution and budget guidance for advertisers.
- INCRMNTAL Analyst AI-powered marketing data analyst tool that enables deep-dive incremental analysis of marketing activities, cross-channel performance, and external events, providing full transparency into modeling processes and credit-split distribution.
- GeoLift Privacy-safe geographic lift testing module that measures real-world advertising impact using market-based experiments based on geographic differences in exposure, operating without cookies or user-level data.
- Actionable Insights AI-driven recommendation module that automatically generates optimization insights on the main dashboard, suggesting actions to scale up, scale down, identify cannibalization, and address diminishing returns based on incrementality measurement.
- Media Mix Modeling (MMM) Real-time alternative to traditional media mix modeling that delivers instant causal measurement insights in seconds without requiring data scientists, cookie-based tracking, or calibration loops.
Quantifiable outcome
- Holy Water increased gross profit by 20% through operational and strategic marketing changes
- +3 more outcomes
Companies that use INCRMNTAL
Customer profileNamed customers42 records
Segments17 records
Ideal customer profiles3 records
INCRMNTAL technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration57 records
AI capability8 records
Feature7 records
INCRMNTAL partnerships and signals
Strategic signalPartnerships
34 partnerships are on record, tiered major acquisition target, core integration, competitive/adjacent, integration partner, data partner and platform integration.
- Smartlymajor acquisition targetSmartly signed letter of intent to acquire INCRMNTAL in March 2026. The acquisition aims to integrate INCRMNTAL's incrementality signals with Smartly's advertising optimization platform to improve real-time marketing insights and budget allocation for brands and agencies. Smartly CEO Laura Desmond stated the deal reinforces Smartly's position as a platform connecting creative, media, and intelligence for performance orchestration. Integration enables marketers to translate incrementality signals into real-time planning and optimization across social, commerce, and CTV.
- Rokucore integrationRoku and Incrmntal partnership to integrate advanced CTV measurement capabilities directly into Roku Ads Manager. The collaboration addresses the industry challenge of tracking conversions across devices and second screens in fragmented streaming landscapes. Advertisers gain real-time visibility into true impact of TV ad spending through the integration.
- Triple Whalecompetitive/adjacentTriple Whale's Compass is positioned as a competing solution in incrementality testing tools. INCRMNTAL is listed among top incrementality tools in Triple Whale's buyer's guide alongside Compass, Google, TikTok, Haus, and Measured.
- AppsFlyerintegration partnerINCRMNTAL integrates with AppsFlyer MMP for data-driven recommendations. The partnership is featured in INCRMNTAL's integrated partners section and joint guide published in March 2026.
- Adjustintegration partnerINCRMNTAL integrates with Adjust MMP for marketing measurement across platforms.
- Singularintegration partnerINCRMNTAL integrates with Singular MMP for unified marketing measurement.
- Branchintegration partnerINCRMNTAL integrates with Branch for cross-platform measurement and attribution.
- Snowflakedata partnerINCRMNTAL integrates with Snowflake data warehouse for enterprise data connectivity.
- Google Analyticsintegration partnerINCRMNTAL integrates with Google Analytics for web measurement data.
- TikTokplatform integrationINCRMNTAL integrates with TikTok for advertising measurement and incrementality analysis.
- Meta (Facebook/Instagram)platform integrationINCRMNTAL integrates with Meta advertising platforms for cross-channel measurement.
- YouTubeplatform integrationINCRMNTAL integrates with YouTube for video advertising measurement.
- Snapchatplatform integrationINCRMNTAL integrates with Snapchat for advertising measurement.
- Apple Search Adsplatform integrationINCRMNTAL integrates with Apple Search Ads (ASA) for iOS measurement.
- Google Adsplatform integrationINCRMNTAL integrates with Google Ads for cross-channel measurement.
- The Trade Deskplatform integrationINCRMNTAL integrates with The Trade Desk DSP for programmatic advertising measurement.
- Kochavaintegration partnerINCRMNTAL integrates with Kochava for mobile measurement and attribution.
- Liftoffplatform integrationINCRMNTAL integrates with Liftoff for mobile app advertising measurement.
- AppLovinplatform integrationINCRMNTAL integrates with AppLovin for mobile advertising measurement.
- Unity Adsplatform integrationINCRMNTAL integrates with Unity Ads for gaming advertising measurement.
- Amazon Adsplatform integrationINCRMNTAL integrates with Amazon Ads for retail and e-commerce advertising measurement.
- Reddit Adsplatform integrationINCRMNTAL integrates with Reddit Ads for advertising measurement.
- Pinterest Adsplatform integrationINCRMNTAL integrates with Pinterest Ads for advertising measurement.
- LinkedIn Adsplatform integrationINCRMNTAL integrates with LinkedIn Ads for B2B advertising measurement.
- Criteoplatform integrationINCRMNTAL integrates with Criteo for retargeting and display advertising measurement.
- Taboolaplatform integrationINCRMNTAL integrates with Taboola for content recommendation advertising measurement.
- DV360 (Display & Video 360)platform integrationINCRMNTAL integrates with DV360 for programmatic campaign measurement.
- Huluplatform integrationINCRMNTAL integrates with Hulu for streaming advertising measurement.
- Peacockplatform integrationINCRMNTAL integrates with Peacock for streaming advertising measurement.
- Netflix Adsplatform integrationINCRMNTAL integrates with Netflix Ads for streaming advertising measurement.
- Disney+platform integrationINCRMNTAL integrates with Disney+ for streaming advertising measurement.
- Paramountplatform integrationINCRMNTAL integrates with Paramount for streaming advertising measurement.
- Spotify Adsplatform integrationINCRMNTAL integrates with Spotify Ads for audio advertising measurement.
- AWS S3data partnerINCRMNTAL integrates with AWS S3 for cloud data storage and integration.
Scale indicators4 records
Recent moves6 records
Expansion highlights7 records
INCRMNTAL competitors and assessment
Company assessmentDirect peers
- Triple Whale: Triple Whale provides incrementality testing, attribution, and ad analytics for Shopify/DTC brands. INCRMNTAL and Triple Whale are both listed as top incrementality tools in the same buyer's guide and serve similar mid-market advertisers seeking lift measurement beyond last-click.
- Northbeam: Northbeam is a multi-touch attribution and incrementality platform focused on DTC and ecommerce brands. It offers cross-channel measurement and creative-level insights, directly comparable to INCRMNTAL's Explorer and Analyst capabilities for ecommerce advertisers.
- Rockerbox: Rockerbox provides marketing measurement, attribution, and unified cross-channel analytics for advertisers and agencies. It competes directly with INCRMNTAL on incrementality, attribution, and budget-allocation use cases for mid-market and enterprise advertisers.
- Measured: Measured offers incrementality measurement and media optimization built on causal methodology. Listed alongside INCRMNTAL in incrementality buyer's guides, it serves enterprise advertisers seeking always-on, experiment-driven lift measurement across paid media.
- Haus: Haus provides incrementality experimentation and causal measurement for growth marketers, particularly in DTC and ecommerce. Its always-on experiment model is comparable to INCRMNTAL's micro-experiment approach for measuring marketing lift.
Broad incumbents
- AppsFlyer: AppsFlyer is a leading mobile measurement partner (MMP) that integrates with INCRMNTAL but also offers its own attribution and incrementality features. As an MMP incumbent with broader attribution capabilities, it competes in the same measurement conversation for app-driven advertisers.
- Adjust: Adjust is a mobile measurement partner offering attribution, fraud prevention, and MMP services that integrate with INCRMNTAL. As an established MMP, it competes for the measurement budget of mobile-first advertisers across gaming and app verticals.
- Analytic Partners: Analytic Partners is a long-standing marketing mix modeling (MMM) consultancy that competes with INCRMNTAL's Media Mix Modeling module. It serves large enterprise advertisers with traditional MMM studies, the category INCRMNTAL positions itself as a real-time alternative to.
- Liftoff: Liftoff is a mobile ad network and programmatic platform with growing measurement and attribution offerings. It integrates with INCRMNTAL but also competes for performance-marketing budget across gaming and app verticals with its own analytics layer.
Emerging players
- iSpot.tv: iSpot.tv provides real-time TV and CTV ad measurement and attribution. It overlaps with INCRMNTAL's TV/CTV measurement capabilities and competes for streaming-ad measurement budgets across linear, OTT, and CTV advertisers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
INCRMNTAL social profiles
Digital presenceINCRMNTAL compliance and trust
Trust signalCompliance1 record
INCRMNTAL financial estimates
Financial estimateRevenue estimate
Valuation estimate
INCRMNTAL leadership team
Management profileNumber of profiles
Profiles2 records
INCRMNTAL funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
INCRMNTAL 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 INCRMNTAL
What does INCRMNTAL do?
INCRMNTAL sells a SaaS-based AI-powered incrementality measurement platform that quantifies the true incremental impact of marketing spend across digital, TV, CTV, OOH, influencer, podcast, and in-game channels without relying on user-level data, cookies, IDFAs, or SDKs. The platform bundles several modules (Explorer for always-on attribution, INCRMNTAL Analyst, GeoLift, Actionable Insights, and a real-time Media Mix Modeling alternative) sold on tiered SMB, Pro, Enterprise, and Agency subscriptions.
Is INCRMNTAL a public or private company?
INCRMNTAL is a private company. It is classified as venture growth investor backed and is currently operating.
When was INCRMNTAL founded?
INCRMNTAL was founded in 2022. It employs 11 to 50 people.
Where is INCRMNTAL based?
INCRMNTAL is headquartered in Tel Aviv, Israel, in the Middle East region.
How does INCRMNTAL make money?
Four revenue lines are on record. SaaS Subscription - SMB Tier is the primary driver. The others are saaS Subscription - Pro Tier, saaS Subscription - Enterprise Tier and agency Licensing.
Who are INCRMNTAL's main competitors?
Direct peers on record are Triple Whale, Northbeam, Rockerbox, Measured and Haus. Broad incumbents are AppsFlyer, Adjust, Analytic Partners and Liftoff. iSpot.tv is listed as an emerging player.
Does INCRMNTAL have an API?
No public API is recorded for INCRMNTAL.
What industry is INCRMNTAL in?
INCRMNTAL's product category is Marketing Measurement Software. Its primary akta.pro industry code is BPAMALAF, Attribution, Measurement, Analytics & Incrementality, with a secondary code of BPAFABAN, Media Measurement, Attribution & Mix Modeling (MMM/MTA). Its NAICS code is 541810 and its SIC code is 7372.