Incremental ai

01Replace ROASDrive more sales by optimizing for incrementality, not last-touch attribution. 02Standardize MeasurementLeverage consistent third-party measurement across Retail Media Networks (RMNs) and the full funnel. 03Easily ActivateIntegrate incrementality directly into your buying platforms.04Built for CommerceIncorporate the dynamic conditions of commerce in a purpose-built measurement platform.05Plan ConfidentlyDetermine where to spend your next dollar with science-backed forecasting. Optimizations for Real GrowthReplace ROASLast-touch attribution and return on advertising spend (ROAS) mistakes coincidence for causation. Decades of research have shown no correlation between click-based attribution and incremental sales.Incremental’s Causal Intelligence enables you to replace ROAS and optimize for real growth.  Learn How Brands Are Optimizing for IncrementalityneutralityThe Standard in Commerce MediaMeasurement across the funnel and Retail Media Networks (RMNs) is inconsistent and fragmented. Our tool provides a consistent lens—all from a trusted third party that doesn’t buy or sell media.Incremental is your trusted partner.learn about neutralityIntegrationsEasily ActivateWe are the industry’s only measurement solution seamlessly connected to media execution platforms. With a push of a button, our intelligence flows into the world’s leading omni-channel media buying platforms like Pacvue, Skai, WPP Open, and Flywheel. Causal Intelligence You Can Action On.Discover Activation IntegrationsCommerce IntelligenceBuilt for CommerceCommerce media exists within dynamic marketplaces where conditions like search rank, pricing, ratings and reviews, and competitive presence on page change constantly. Understanding how these commerce factors influence media performance is crucial.Incremental is purpose-built to account for commerce factors—not just media.  Explore MethodologyScenario Planning & ForecastingPlan ConfidentlyDo you struggle to answer questions like: “How much do I need to invest to hit my sufficiency plan?” and “Where do I spend my next dollar in search and offsite?” Let our Scenario Planning application simulate different investment levels and mixes and help you plan budgets and forecast sales with confidence.Planning and forecasting backed by causal science.Learn About Scenario PlanningMedia Measurementcase studyNovember 4, 2024What does it mean to be media aware?In this two-part series, we’re unpacking the two major categories of factors that drive sales online: media and retail.Read moreMedia Measurementcase studyMarch 24, 2025The incrementality information advantageInformation is advantage. Read moreCase Studiescase studyJanuary 16, 2025Bayer drives incremental sales growth by optimizing for iROIIncremental and Skai partner with Bayer to improve incremental return on investment (iROI) by 32%.Read morebrowse the blogDiscover Incremental GrowthLet us show you how we help brands grow sales across retailers.book a demoClose Cookie PopupCookie SettingsBy clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage and assist in our marketing efforts.Accept All CookiesCookie SettingsClose Cookie Preference ManagerCookie SettingsBy clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage and assist in our marketing efforts. More infoStrictly Necessary (Always Active)Cookies required to enable basic website functionality.MarketingCookies used to deliver advertising that is more relevant to you and your interests.PersonalizationCookies allowing the website to remember choices you make (such as your user name, language, or the region you are in).AnalyticsCookies helping understand how this website performs, how visitors interact with the site, and whether there may be technical issues.Accept All CookiesSave Settings --- Read About Our Team and ValuesIncremental’s mission is to help everyone identify and deliver more growth.We’ve gathered together a team of media measurement, ecommerce, and ad tech professionals to bring new light to media measurement.Our Core ValuesOur core values are centered around being a trusted partner, embracing data science, and being transparent in all that we do.TrustWe’re a trusted platform for advertisers, media sellers, and agencies. Everything we do supports that trusted status. Our commitment to trust extends beyond delivering exceptional results; it permeates every interaction and collaboration. In a landscape where trust is the currency of enduring partnerships, we aim to be the gold standard.Data Science FirstWe have a passion for applying data science to marketing. We believe a science of marketing can help businesses unlock more growth. Through a relentless pursuit of this Science of More, we aspire to lead in a world where every action, every strategy, and every outcome is shaped by our commitment to being Data Science First.TransparencyWe believe transparency breeds trust. We aspire to redefine industry standards for measurement by cultivating a culture where openness and clarity are not just values, but the foundation of our operations. By being transparent in our methodologies, communication, and results, we aim to build trust with our our customers, partners, and within our team.the teamMeet the Leadership TeamOur leaders are paving the way for retail media’s neutral measurement moment.Dave PolletChief Executive OfficerA skilled growth leader with experience scaling SaaS startups and public company divisions ranging from $5M–100M+ in ARR, Dave has 25 years of experience in sales, marketing, and strategic leadership roles. In his role as CEO, Dave is responsible for accelerating the company’s growth and transforming GTM operations as Incremental establishes its leadership in the ecommerce category. Prior to joining Incremental, Dave was most recently CRO at convergent TV platform Cross Screen Media, and has held leadership roles at companies including Drawbridge, Neustar, Bank of America, and LendingTree.Articles byDave PolletJesse LeikinCHIEF PRODUCT OFFICER/CO-FOUNDERJesse is an entrepreneur and product leader with focused technical experience in ecommerce, analytics, and advertising technology. He has spent more than 15 years enabling digital business. He serves as Entrepreneur in Residence at Grit Capital Partners. Jesse led development of software development kits (SDKs) and APIs for Millennial Media, AOL, Flurry, and Verizon, leading to tens of thousands of developers and platforms having used his products to manage their advertising and analytics solutions.Kelly DeFeliceVP, FinanceKelly is a driven finance operator with over 15 years of experience working to build processes for companies from startup to IPO. Most recently, she was running Sales Finance at Tastemade. Prior to that, she spent seven years at Millennial Media working in various finance, chief of staff, and sales operations roles, ultimately transitioning to AOL through acquisition. At Millennial, she was heavily involved in IPO preparation and various mergers and acquisitions (M&A) deals. Her areas of expertise include forecast and budget management, strategic sales planning, sales platform development, sales compensation, and process development and improvement.Skye FrontierEVP, GROWTHSkye is a go-to-market leader with 15 years of experience in advertising effectiveness and brand strategy. He has spent his career helping brands use predictive analytics to guide how they deploy marketing resources to grow their brands. Before Incremental, he held roles at BERA, Neustar, and comScore, leading brand strategy, marketing science, and media measurement.Articles bySkye FrontierPaul PalmieriExecutive ChairmanPaul is a visionary, leader, and investor who helped define the mobile advertising industry and the app economy business model. As Co-Founder, Chairman, and CEO of Millennial Media, Paul built an industry-defining team and platform, and oversaw its $1.4 billion IPO. As Managing Partner of Grit Capital Partners, he is a successful investor in early-stage technology companies, leading a high-performing early-stage venture capital fund. Paul previously led consumer mobile data for Verizon in the early stages of mobile internet growth, where he and his team struck deals with some of the world’s largest technology, brand, and entertainment companies, building a $4.5 billion business in just five years. Early in his career, he led one of the earliest outsourced ecommerce logistics businesses that combined technology platforms with consumer distribution in the telecommunications space.We're Hiring!Join the Incremental team on its path to better retail media.Explore Openings --- Measurement & ReportingMeasure retail media, the better wayCampaign OptimizationOptimize for what’s really driving salesScenario Planning & ForecastingMake a plan to hit your sales goalCommerce GraphConnect commerce and media in one placeDifferentiatorIncrementalNative Media Platform Last-Touch AttributionLegacy MeasurementCross Retailer / Full Funnel ConsistencyProvides a comparable measure across RMNs and the funnelNeutralityMeasured by a third party not involved in media buying/sellingCausal InferenceProvides measurement based on causal inference techniquesActionabilityEasily translate insight into action through automation at scaleSpeed / GranularityAt least daily campaign-level reportingCommerce Awareness Includes awareness of organic commerce factors like search rank, pricing, ratings, etc.Replace ROASLast-touch attribution and return on advertising spend (ROAS) do not correlate with true incremental sales growth, making them a poor signal to use for allocation, planning, optimization, and forecasting.Incremental’s measurement is grounded in multiple causal inference frameworks and conforms to Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) guidelines on incrementality measurement. This robust methodology, combined with speed and granularity, allows you to replace ROAS as your default performance measure. Consolidated ReportingSpend your time tracking performance—not on formatting spreadsheets.Each Retail Media Network (RMN) uses its own methodology and definitions to track performance, making it nearly impossible to compare results. Incremental’s platform applies a consistent measurement lens, making comparing performance across retailers and across the funnel easy. See all of your commerce media performance in one place. Privacy SafeNo PII required.Our privacy-safe solution connects your media investments and sales across all online and offline channels to provide you with a comprehensive view of advertising performance without relying on user-level tracking or PII.Campaign OptimizationOptimize for IncrementalityImprove media efficiency by optimizing towards incremental sales.Last-touch attribution has no correlation with true incremental sales growth, making it a poor signal to use for campaign optimization and budget setting. Incremental sales and incremental return on investment (iROI) provide a robust, causal-based performance measure that can be optimized against. With an automated recommendation engine and direct API integrations into buying platforms like Skai, Pacvue, Flywheel, and WPP Open, it has never been easier to optimize towards incrementality within your existing media buying workflows. Industry-leading brands are already realizing results by optimizing towards incrementality.Read Case StudiesBudget Based on Your Sales GoalsFind your just-right retail media budget to hit your sales goals and incorporate into joint business planning (JBPs) with retailers. Incremental’s machine-learning models forecast your expected baseline sales, then allow you to simulate the impact of different budget scenarios—providing you with a fact-based approach to budget setting and sales forecasting.Test Before You ActTest your budget changes before making them.Simulations allow you to plan out different investment scenarios at a channel- and campaign-level, and explore the scenarios’ projected impact on future performance. Answer crucial questions like:Can I hit my sales goals with this budget?What will projected incremental sales be at this spend?How should I distribute the budget across strategies?commerce data engineCommerce and Media in One PlaceDiscover a one-stop shop for shopping data. Legacy measurement approaches include marketplace dynamics like inventory, search rank, promotions, subscriptions, and competitive pricing. Incremental’s measurement is built on top of a commerce data engine platform that consolidates and graphs digital shelf data, omnichannel retail data, and media data into a single view.Consolidated ReportingTrack everything, in one place. Aggregate up or drill down by brand, channel, or stock-keeping unit (SKU) with customizable taxonomies. Deliver omnichannel reporting to your team across retail, advertising, inventory, and financial performance.Automated Reporting and Goal TrackingStay updated, on your terms. Incremental proactively tracks your profit and sales goals, monitors progress, and identifies opportunities to close gaps against them. These goals can be set by company, brand, and channel, and customized at the user level. Get updates on progress via automated daily emails.Drive Profitable GrowthWatch where your money goes. Consolidated financial reporting provides visibility into both above- and below-the-line costs down to a stock keeping unit (SKU). Uncover hidden costs associated with selling across channels and optimize for profitable growth.incremental blogRead Up on Commerce MediaOn the blog, learn about commerce media, measurement, and explore how businesses leverage Incremental to grow.Browse the BlogMedia Measurementcase studyNovember 4, 2024What does it mean to be media aware?In this two-part series, we’re unpacking the two major categories of factors that drive sales online: media and retail.Read moreMedia Measurementcase studyMarch 24, 2025The incrementality information advantageInformation is advantage. Read moreCase Studiescase studyJanuary 16, 2025Bayer drives incremental sales growth by optimizing for iROIIncremental and Skai partner with Bayer to improve incremental return on investment (iROI) by 32%.Read morebrowse the blogDiscover Incremental GrowthLet us show you how we help brands grow sales across retailers.book a demo --- Why incrementalPurpose-Built for Commerce MediaMeasuring commerce media requires an understanding of both commerce and media.Built to understand commerceDoes your measurement platform understand how much inventory you have left of a certain stock-keeping unit (SKU)?Does it understand how position on page or competitive promotion changes the success of your advertising? Commerce media requires measurement that understands inventory availability, buy box, competitive pricing, search rank, and more—and how to maximize the impact of investments within that dynamic environment. Built to understand mediaThe consumer's journey to purchase doesn’t begin and end at the shelf.You need a measurement platform that looks beyond commerce media and across the full funnel. Incremental helps teams understand the interplay between commerce media and outside media channels and how they drive product discovery or awareness-building. This connection enables you to plan your retail media to take advantage of those broader advertising investments, like TV and social.why incrementalActionable IncrementalityMeasurement is only as useful as it is actionable. In an environment as dynamic as ecommerce, you need a measurement platform that is delivering insights at the frequency and granularity of decision-making. Once-a-quarter reports aren’t helpful if you’re making daily decisions. You need a measurement platform that delivers insights at the frequency and planning workflow, and integrates with your buying platforms.Incremental aims to close this gap between measurement and decision-making.Why incrementalMedia NeutralMeasurement should be decoupled from media buying and selling to avoid conflicts of interest.Our company doesn't buy or sell any advertising, removing ourselves from any conflict of interest. Incremental is your neutral trusted partner. incremental blogRead Up on Commerce MediaOn the blog, learn about commerce media, measurement, and explore how businesses leverage Incremental to grow.Browse the BlogMedia Measurementcase studyNovember 4, 2024What does it mean to be media aware?In this two-part series, we’re unpacking the two major categories of factors that drive sales online: media and retail.Read moreMedia Measurementcase studyMarch 24, 2025The incrementality information advantageInformation is advantage. Read moreCase Studiescase studyJanuary 16, 2025Bayer drives incremental sales growth by optimizing for iROIIncremental and Skai partner with Bayer to improve incremental return on investment (iROI) by 32%.Read morebrowse the blogDiscover Incremental GrowthLet us show you how we help brands grow sales across retailers.book a demo