Incremental
Incremental is a retail media measurement software built around causal incrementality.
Analyst Perspective
Incremental is a private B2B software company focused on measurement and analytics for retail and commerce media. Its platform combines commerce and media data into a unified graph, applies causal inference models to estimate incremental sales impact, and feeds those insights into external media buying tools. The company is aimed at brands, agencies, retail media buyers, e-commerce teams, and analytics functions that need a more decision-ready view of media effectiveness than standard attribution or ROAS metrics provide. The business model appears to be enterprise SaaS. Incremental generates value by consolidating fragmented commerce and media datasets, standardising incrementality measurement across channels, and embedding outputs into existing planning and optimisation workflows. Its revenue is likely driven by recurring software subscriptions with custom enterprise pricing based on scale, integrations, retailers, data volume, or spend measured.
Analyst Signal Briefing
Archived (Stand: 30 Jun 2026)No new strategic signals in the last 90 days. Showing historical briefing.
Incremental has formalised its leadership structure, appointing Dave Pollet as CEO and Jesse Leikin as Chief Product Officer. The firm recently secured The Drum’s Commerce Media Grand Prix in partnership with WPP and Church & Dwight, whilst updating financial guidance to project optimised incremental sales of $1.8 million. These developments, alongside the company's advocacy for integrating Marketing Mix Modelling (MMM) with incrementality, reinforce its strategic focus on providing unified measurement and attribution solutions within the retail media sector.
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Key insights about Incremental
Category Differentiation
This company is not a media buying platform, ad network, or retailer. It is a measurement and commerce intelligence software layer focused on incrementality analysis for retail media and commerce media workflows.
Incremental: About
Incremental sells enterprise software that helps brands and agencies measure, forecast, and optimise retail and commerce media performance. Its value creation model depends on ingesting commerce and media data, building a unified data layer, generating causal incrementality insights, and pushing those outputs into activation platforms already used by customers. This positions the company as an analytics and decisioning layer rather than a media buyer, with recurring revenue likely tied to platform access, integrations, and measurement scope.
How Incremental Works & Monetises
Business model analysis and core revenue streams
The company operates a B2B SaaS model with custom enterprise pricing rather than public self-serve pricing. Commercial mechanics likely include recurring subscription or annual licensing fees, with pricing shaped by deployment scale such as number of retailers, data connections, media spend under measurement, and advanced modules such as forecasting, reporting, or API integrations. Revenue appears software-led rather than media-margin-led, and the positioning as a neutral third-party measurement provider suggests monetisation is not based on taking a cut of ad spend.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Recent Signals (Incremental)
Incremental Wins The Drum's Commerce Media Grand Prix Award
Alongside partners WPP, Church & Dwight, and Skai
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Independent newsletter creators face monetization challenges due to limited scale, no sales teams and sensitivity to reader paywalls. Swapstack, founded by Jacob Schonberger and Jake Singer, operates a marketplace that connects newsletters with brands, offering features like sponsor discovery, a tip jar, affiliate programs and integrations with affiliate networks (Impact, Pepperjam, ShareASale, PartnerStack). Advertisers such as apparel maker unspun have used Swapstack to scale newsletter sponsorships (from about four to ~30 monthly), running both CPC and flat-fee placements. Agencies like Incremental Media are partnering with newsletter marketplaces and report growing advertiser interest as newsletters provide high-trust, engaged audiences and potentially better post‑ATT performance than some social channels. Despite opportunity, many advertisers and publishers are still unfamiliar with newsletter sponsorships and onboarding remains manual for novice publishers.
Read original sourceOrigin Adds Demographic Filtering and Incremental Reach Reporting
Origin, the cross-media measurement initiative led by ISBA, announced two new features during its beta trial: demographic filtering and incremental reach reporting. Demographic filtering enables advertisers to measure campaign reach and frequency for specific demographic groups defined by sex and/or age. Incremental reach reporting lets buyers select an anchor channel and view the incremental reach delivered by other channels within a campaign. Both features are immediately available to the 32 brands and 14 agencies participating in the beta. Origin has been in development since 2019 as the UK’s implementation of the World Federation of Advertisers' cross-media measurement principles. The beta trials have already put live campaign data, measuring deduplicated reach and frequency across YouTube, Meta, and linear TV, with a full market rollout anticipated after the second quarter. Lloyds Banking Group’s Sam Hunt described the features as increasing audience granularity and enabling deeper interrogation of campaign components.
Read original sourceIncremental: Frequently Asked Questions
What is Incremental?
Incremental is a B2B software platform for retail media measurement, commerce data unification, and causal incrementality analysis.
Who uses Incremental?
Its users are brands, agencies, retail media buyers, e-commerce teams, and analytics teams managing commerce and retail media spend.
How does Incremental make money?
It appears to make money through enterprise SaaS subscriptions and related platform licensing tied to analytics, integrations, and measurement scope.
Company Facts
- Founded
- 2019
- Core Segment
- AdTech Vendor
- Company Size
- <10
- Official Link
- incremental.com