Last updated 07-25-2026
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Incremental
Incremental is a retail and commerce media measurement platform that replaces last-touch ROAS with daily causal measurement. It connects to retailer, media, and ecommerce data sources, then uses an ensemble causal model to separate advertising impact from pricing, promotions, shelf placement, and seasonality.
The platform is built specifically for retail media buyers who need neutral, third-party measurement. Incremental does not buy or sell media, so reporting stays focused on incremental sales growth rather than platform-reported attribution.
Core capabilities include measurement and reporting, campaign optimization, planning and forecasting, and a Commerce Graph that maps products, campaigns, promos, and digital shelf signals. Insights feed back into media buying platforms via API or daily exports.
Daily causal measurement that isolates advertising impact from promotions, pricing, and shelf changes
Commerce Graph links campaigns to product promos and digital shelf context across retailers
Neutral third-party platform that does not buy or sell media
Campaign-level reporting down to the line item with cross-retailer standardization
API integrations push incrementality signals into existing media buying workflows
Purpose-built for retail media with SKU-level context that general attribution tools miss.
Neutral third-party model avoids conflicts from platforms that also sell ad inventory.
Daily retraining keeps measurement current as promotions and shelf conditions change.
No public pricing; teams must book a demo to get started.
Focused on retail and commerce media, not a fit for non-retail advertising use cases.
What does incrementality mean for retail media?
Incrementality is the additional sales value your advertising creates beyond what would have happened without it. Incremental measures this across retail media campaigns to show true advertising impact.
Why does neutrality matter for media measurement?
A neutral measurement platform is not tied to buying or selling media, so its analysis is not influenced by conflicting business incentives. Incremental is independent from media transactions.
How is Incremental different from platform-reported ROAS?
Most retail platforms use last-touch attribution. Incremental uses causal inference and experiments to account for promotions, pricing, competition, and seasonality when estimating ROI.
How long does it take to connect ecommerce platforms?
Incremental has out-of-the-box connectors to many retailer and media platforms. New ecommerce integrations typically take 2 to 4 weeks to set up.
Can Incremental handle custom integrations?
Yes. Incremental supports custom integrations for specific retailers or media platforms that are not in the standard connector library.