Testing and measurement startup INCRMNTAL raises $1.4 million in pre-seed
The company was created after Apple made significant changes to its advertising model, with Google expected to follow
James Spiro | 14:10 29.10.2020
Israel-based INCRMNTAL has received $1.4 million in pre-seed funding to help develop its incremental testing and measurement tool for online advertisers. The round included participation from early-stage venture firms toDay Venture and the Mobile Dev Memo Investment Syndicate. The platform, which is completely hands-free and autonomous, gives marketers control over their recommended tests and provides better actionable insights to help with the marketing budgets. Due to new changes in Apple’s operating system, the entire digital advertising market has been directed away from The ‘Identifier for Advertisers’ (IDFA). There is no longer the ability to directly measure ad campaign results at the single user iOS level. The INCRMNTAL solution measures value, not just traffic, based on individual users - a trend that they anticipate will be followed by other tech giants like Google in the future.