WHY INCREMENTAL
Commerce media has outgrown its tools.
Incremental is what comes next.
Commerce media is now a $100B+ channel. The brands and agencies winning in it aren't using last-touch attribution and once-a-quarter reports. They're running on causal intelligence: a continuous, automated read on what media is actually driving sales, and what to do about it. That's what Incremental is built to deliver.
$100B+
All 6
Annual commerce media spend
Major holding companies
7 of 10
Largest global brands depend on Incremental
ACT 01 · THE MATH PROBLEM
ROAS is a broken signal.
The metric the industry runs on doesn't correlate with sales growth. That math doesn’t work.
WHY CAUSALITY MATTERS
Performance numbers should reflect economic impact, not a flattering story.
Last-touch attribution assigns credit to the last ad a shopper saw before buying. But how many of those shoppers were going to buy anyway? Incremental’s causal inference frameworks reflect observed economic impact on the business, aligned to IAB and MRC guidelines.
THE GAP THAT ROAS HIDES
Reported ROAS counts every transaction touched by an ad. Incrementality measures only the sales the ad actually caused. The difference is your real return.
Reported ROAS
Incremental Sales (iROI)
WHY COMMERCE CONTEXT MATTERS
Commerce media doesn't exist in a vacuum.
Search rank, competitive pricing, buy box ownership, inventory availability: all of it affects whether your ad drives a sale. Most measurement platforms ignore this. Incremental is built on top of a commerce data engine that accounts for it, because measurement that doesn't understand commerce isn't measuring commerce media.
Act 02 · INDEPENDENCE
A neutral foundation is a requirement.
Separate the church and the state. The company selling your media can’t also measure it. That’s like grading their own homework.
THE COMMERCE-MEDIA SUPPLY CHAIN
Retailers sell the media & get to grade their own homework.
Bidding Platforms are incentivized to optimize the spend they get paid on.
Walled-Garden Ad Servers report on the ads they serve.
Incremental is the independent causal intelligence layer for unbiased measurement, optimization, planning, and forecasting.
Incremental operates completely independently from retailer, media sellers, and bidding platforms. We don't buy or sell advertising. We don't have a stake in whether you spend more with one RMN or another, on search or display.
That independence is what makes the intelligence trustworthy, and why 7 of the 10 largest brands and every major agency holding company run on Incremental.
ACT 03 · ACTIVATION
Intelligence that drives decisions.
Incremental is built to close the gap between knowing and doing.
01 · MEASURE
Daily, campaign-level, SKU-level iROI.
Causal models retune nightly across every RMN you run. No quarterly summaries. No static dashboards.
02 · RECOMMEND
Optimization recommendations.
Every output connects to a specific, attributable next move, so you know exactly how to spend your next dollar.
03 · EXECUTE
One click into your bid platform.
Recommendations push back into the platforms you already buy on, such as Skai, Pacvue, WPP Open, and Flywheel.