# Incremental

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/incremental

- Industry: Software
- Headquarters: Baltimore, US
- Website: www.incremental.com/
- Total disclosed funding: $19M
- Latest round: Series A (Dec 15, 2020)
- Investors on record: 5

## About

Incremental is a US-based company specializing in a measurement platform tailored for retail media buyers, enhancing advertising effectiveness and driving incremental sales growth through advanced analytics.Founded in 2019 in Baltimore, Maryland, Incremental focuses on providing a measurement platform for retail media buyers. The company was co-founded by Haley Ulloa, Marta M, and Ron Puggi. The latest funding round occurred in December 2020, where Incremental raised USD 15.5 mn in Series A funding led by SignalFire, with participation from Allen & Company, Construct Capital, The Emerson Group, and others. Since its inception, Incremental has successfully completed 2 deals and has a current company valuation of USD 76.30 mn.Incremental specializes in providing a measurement platform specifically designed for retail media buyers, focusing on optimizing advertising effectiveness and maximizing incremental sales growth. The platform offers advanced analytical capabilities that allow businesses to measure the impact of their retail media campaigns with precision. It addresses key challenges such as the fragmentation of reporting methodologies across various retail media networks and the misinterpretation of Return on Ad Spend (ROAS) metrics. Incremental's core services enable clients to make informed decisions by applying consistent measurement standards across different media environments, ensuring that businesses can accurately assess performance and optimize campaign strategies. The company primarily serves retail brands and advertisers across North America and Europe, providing valuable insights that drive sales performance in real-time.Incremental generates revenue through a subscription-based model, offering clients access to its measurement platform and related services. The transactions typically involve partnerships with retail brands and advertisers who seek to enhance their media strategies through data-driven insights. Clients subscribe to varying tiers of service, which may include features such as campaign optimization and scenario planning analytics. The structure of these partnerships allows for scalable engagement, where clients can tailor their subscription to the level of analytical support they require. Incremental's flagship services, which focus on improving incremental return on investment (iROI), form the core of their revenue-generating offerings, facilitating ongoing relationships with businesses seeking to optimize their advertising expenditures.Incremental plans to utilize its recent funding of USD 15.5 mn from the Series A round to hire new employees and invest in algorithmic trading technology. This investment supports ongoing product development and innovation. The company is focused on expanding its market reach, aiming to enter new geographic regions in North America and Europe by the end of 2023. Additionally, Incremental is preparing to launch new features on its measurement platform designed to further enhance campaign analytics and effectiveness.

## Funding rounds

- Series A, Dec 15, 2020, $16M — Allen & Company, SignalFire, The Emerson Group, Construct Capital
- Seed, May 29, 2020, $3.3M — SignalFire, Grit Capital Partners, Construct Capital

## Investors

- SignalFire (https://capitalatlas.ai/funds/signalfire) — Seed, Series A
- Grit Capital Partners (https://capitalatlas.ai/funds/grit-capital-partners) — Seed
- Construct Capital (https://capitalatlas.ai/funds/construct-capital) — Seed, Series A
- Allen & Company — Series A
- The Emerson Group — Series A