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INCRMNTAL Secures $4.1 Million Seed Funding As It Enters Next Phase Of Hyper-growth

The cross-channel incrementality measurement platform has secured capital from Play Ventures and Heracles Capital to double its operations, as it gears up for go-to-market. 

INCRMNTAL, a leading incrementality measurement platform, which allows advertisers to measure the value of marketing activities without the use of user-level data, has secured $4.1 million in seed funding led by Play Ventures VC and participated by Eric Seufert’s Heracles Capital. Launched less than a year ago, INCRMNTAL’s platform has experienced radical growth over the last 10 months, growing from zero to over $1bn ad spend measured. It is already being used by major brands including Hopper, Outer.com, and Gamehouse to measure the value of their campaigns across mobile app, web, OOH, and linear and connected TV.

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Momentum of INCRMNTAL’s product has been accelerated by the privacy-first movement and Apple’s deprecation of IDFA, as it doesn’t require any user-level data. It is the only solution on the market that allows customers to measure campaigns utilizing causal data science while they are running, with no need to pause activity to compare results or perform any user level experiments. It is adaptable to campaigns of any size and 70% of its customers use the platform across multiple channels, allowing them to find activities that cannibalize on their organic userbase to unlock the full value of their marketing budget.

The funding will propel INCRMNTAL into the next stage of hyper-growth as it gears up for its go-to-market. Specifically the investment will enable the tech company to double its engineering team and establish sales and marketing departments to accelerate growth.

Harri Manninen, Founding Partner at Play Ventures, said: “We have been following INCRMNTAL’s growth for the past 18 months due to the platform’s popularity among mobile game developers, including our portfolio companies. INCRMNTAL has experienced impressive and consistent success since its inception and we only see this continuing as the industry moves away from measuring clicks to incremental value.”

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Eric Seufert, the owner of Mobile Dev Memo and the General Partner at Heracles Capital, said: “INCRMNTAL solves a problem for mobile advertisers that has become painfully acute with the privacy changes that have upended the mobile advertising ecosystem: trustworthy measurement. INCRMNTAL is the only solution on the market that prevents wasted ad spend across Apple, Android and all other digital advertising channels through robust probabilistic methods. INCRMNTAL is at the very forefront of the changing digital advertising landscape and I am excited to see how INCRMNTAL accelerates its platform with this investment.”

Maor Sadra, CEO and Co-Founder at INCRMNTAL, said: “INCRMNTAL has been growing at an extraordinary speed and this funding will helps us further accelerate our operations. Key to our success is that we truly listen to our customers and have built a product that meets their current needs. We see INCRMNTAL creating enormous value in a world where the paradigm of marketing measurement needs to rapidly evolve from user-level tracking to value measurement.”

Makoto Rheault-Kihara, Head of User Acquisition at Hopper, said: “Measuring incrementality has always been important for us, as incrementality measures the true value of our marketing activities. INCRMNTAL got it right. The INCRMNTAL platform allows us to measure the actual value of our campaigns, while taking seasonality into consideration in every measurement. INCRMNTAL also allows us to measure and understand cross channel influence across all of our activities, including TV, influencers, and more.”

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