Incremental
Retail media measurement software built around causal incrementality.
Available information varies by company and source.
Profile record updated:
Company facts
- Entity type
- COMPANY
- Founded
- 2019
- Company size
- <10
- Market role
- AdTech Vendor
- Official website
- incremental.com
What Incremental does
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.
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.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
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 is 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 driven by recurring software subscriptions with custom enterprise pricing based on scale, integrations, retailers, data volume, or spend measured.
Company news briefing
Briefing updated:
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.
Business model & monetisation
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 is 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.
- Enterprise platform subscriptions
- Software Subscription
- Advanced analytics and forecasting modules
- Software Subscription
- Data integrations and implementation support
- Service Fee
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
No sufficiently sourced and dated signals are available for this view.
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Questions about Incremental
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.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
13 publicly documented primary sources and citations linked across the market graph.
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