Observed Signal · Apr 7, 2026 · Product Launch · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
Northbeam Adds Incrementality Testing to Attribution Suite
Northbeam announced a new incrementality testing feature to complement multitouch attribution (MTA) and marketing mix modeling (MMM), aiming to complete a three-part attribution approach. VP of Product Stas Goldobin said incrementality acts as a calibration layer between MTA and MMM and that Northbeam worked actively in early 2026 to "complete the trifecta of digital attribution." The product currently supports testbeds on Meta and Google (which Northbeam treats as six properties: Google Search, Google Shopping, Performance Max, Demand Gen, YouTube and Google Ads). Northbeam plans to expand platform coverage and intends to cover roughly 80% of an average client's budget with incrementality tests within a few months. Goldobin noted platform AI retraining cycles complicate tactical experimentation.
Adds an incrementality capability that bridges MTA and MMM, supports major platforms (Meta and multiple Google properties), and could change how omnichannel advertisers calibrate measurement and budget decisions.
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Key Takeaways & Evidence Grounding
- Northbeam released a new incrementality testing feature on April 7, 2026.
- Stas Goldobin, VP of Product at Northbeam, described incrementality as a "calibration layer" between MTA and MMM.
- Northbeam's incrementality product currently includes Meta and Google as testbed options.
- Northbeam treats Google as six separate properties for incrementality testing: Google Search, Google Shopping, Performance Max, Demand Gen, YouTube and Google Ads.
- Northbeam plans to add more platforms and to cover about 80% of average client budgets with incrementality testing within a few months.
Connected Companies & Entities
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