INCRMNTAL vs InMarket

INCRMNTAL Announces Paramount Ads Manager Measurement Partnership

INCRMNTAL has added a new blog post titled 'Paramount Ads Manager Measurement Partner', highlighting that running ads across premium streaming programming is more accessible than ever. The post was updated on Sep 10, 2026.

tvScientific Launches Certified Measurement Partner Program

tvScientific by Pinterest announced the launch of a Certified Measurement Partner Program on July 9, 2026 to recognize measurement providers that meet its standards for accuracy, transparency and performance across Performance TV campaigns. Launch partners INCRMNTAL, Measured, Singular and WorkMagic will power the initial rollout, enabling advertisers to access attribution, incrementality testing, media mix modeling, mobile measurement and causal solutions tied to Connected TV (CTV) exposure. The program is positioned to provide measurement interoperability with tvScientific’s proprietary deterministic ID technology and to integrate partner analytics into AI-powered optimization and outcome-based buying. Singular is named as the first MMP program partner. Pinterest’s predictive intent signals and tvScientific’s deterministic measurement are described as core capabilities behind the initiative.

• tvScientific by Pinterest launched a Certified Measurement Partner Program on 2026-07-09.
• Launch partners for the program are INCRMNTAL, Measured, Singular, and WorkMagic.
• The program aims to validate measurement providers for accuracy, transparency, and performance across Performance TV campaigns.

Why SChain Validation Deserves More Attention in Programmatic

This article from IAB Tech Lab discusses the importance of the SupplyChain object (schain) in programmatic advertising for ensuring supply path transparency. It explains how schain records every entity that handled a bid request, but emphasizes that declaring a chain is not the same as validating it. Validation involves cross-checking each node against the public ads.txt and sellers.json files. The article highlights common issues like fabricated hops, duplicate seller IDs, and obfuscated bundle IDs. It urges exchanges, SSPs, and DSPs to implement and continuously validate schain to combat ad fraud, build trust, and protect revenue. The piece also mentions IAB Tech Lab's automated validation service and a proposed 1.1 update to the spec.

• The SupplyChain object (schain) records every entity that handled a bid request, starting from the original publisher.
• Validation of schain involves checking each node against public ads.txt and sellers.json files.
• A reseller must insert their own node into the chain when taking custody of a bid request, or the object becomes invalid.

Attentive VP Jema Birkmeyer Discusses AI's Role in Lifecycle Marketing

In a MarTech Series interview, Jema Birkmeyer, VP of Strategic Accounts at Attentive, discusses the evolving landscape of lifecycle marketing as AI and agentic AI take on more campaign decisions. She highlights a shift from rule-based marketing to direction-setting, where AI handles millions of real-time decisions about audience, messaging, timing, and channel, allowing marketers to focus on strategy and creativity. Birkmeyer emphasizes the need to balance short-term conversions with long-term customer value, noting that 65% of shoppers are open to more relevant messages, while 80% ignore irrelevant ones. She discusses the changing role of segmentation, the importance of deliberate testing for creative and strategy, and the risk of brands losing relevance through over-automation. The interview underscores that AI enhances but does not replace the need for human insight and creativity in building lasting customer relationships.

• Jema Birkmeyer is VP of Strategic Accounts at Attentive.
• Attentive is an omnichannel marketing platform for SMS, email, RCS, and push.
• 65% of shoppers are open to more messages if relevant; 80% ignore irrelevant messages.

InMarket Blog: New Posts on Pinterest, TikTok, Madhive Partnership, and Measurement Insights

InMarket published new blog posts covering Pinterest campaign analysis, interviews with CPG Guys and TikTok's Ann Nguyen, a Madhive partnership announcement, foot traffic measurement 101, and Cannes insights.