Incremental

Incremental provides a causal intelligence platform designed specifically for commerce media, enabling brands to move beyond traditional attribution metrics like ROAS. The system uses causal measurement techniques to identify what actually drives sales, distinguishing between correlation and causation in complex advertising ecosystems. By automatically creating and continuously learning from models at both the campaign and individual SKU levels, Incremental delivers insights that reflect real business outcomes rather than black-box approximations. The platform tracks over $3.5 billion in sales per month across more than 500 of the world's largest brands, covering over 550,000 unique products. It calculates incremental sales lift against baseline performance, with clients observing an average 15% increase in incremental sales. Incremental's intelligence layer integrates directly into a brand's profit and loss statements, offering enterprise-grade causal analysis without requiring manual model tuning. The solution addresses the challenge of modern commerce media fragmentation, where simple attribution fails to account for multiple touchpoints, varying customer journeys, and competitive dynamics. Instead, Incremental applies statistical methods such as randomized controlled trials, Bayesian structural time series, and difference-in-differences to estimate the true marginal effect of each advertising dollar. Brands use the platform to optimize media spend allocation across retailers, publishers, and channels, identifying which campaigns generate genuine new sales versus those that merely capture demand that would have occurred anyway. The system also provides SKU-level granularity, allowing marketers to see how specific products respond to different media treatments, and to