Incremental is positioned as the "intelligence layer" for retail and commerce media, with the core goal of replacing traditional ROAS with causal measurement, answering "which ads actually drove sales" and "where the next dollar should go."
In terms of use, Incremental is used to measure the sales increment actually caused by commerce media, covering granularity from campaigns down to SKUs, and outputs causal measurement results on a daily frequency. It emphasizes that it does not sell media and is independent of retailers, media sellers, and bidding platforms, so its measurement is positioned as neutral and trustworthy rather than a sales pitch.
Main capabilities include: daily causal measurement, which can be refined to the campaign and SKU level; automated model creation and continuous learning; converting daily causal readings into optimization recommendations and pushing them to platforms such as Skai, Pacvue, Flywheel, or WPP Open, without leaving the workflow. Officially, it is said that brands using iROI can see a 15% to 25% incremental sales lift. The platform also claims that its output can be accountable to observed economic impact and can enter the P&L.
In terms of how to use it, the materials do not provide specific registration, installation, or operating steps. It only mentions that daily causal readings are converted into optimization recommendations and pushed to the relevant tools.
In terms of applicable scenarios, it mainly targets enterprise-level commerce media and retail media advertisers, especially brands that need to measure sales increment at the sponsored placement, campaign, and SKU levels. Officially, it is said to be adopted by major global brands, including every major advertising agency holding company and 7 of the top 10 CPG companies, and is described as "core commerce infrastructure."
In terms of limitations, the materials do not provide pricing method, price, free trial, platform-supported languages, or specific technical restrictions. In addition, the mentioned 15% to 25% incremental sales lift, the number of adopting brands, and similar items are all official promotional content, with no third-party verification information provided.
