Incremental is the causal intelligence layer for commerce media. Brands put billions into retail media every year, and most still judge it by ROAS, a number that can't tell you whether an ad caused a sale or just took credit for one the shopper was going to make anyway. Incremental answers that question by measuring the true incremental return on investment (iROI) across retail media networks and turning the results into decisions about where the next dollar should go. Used by seven of the ten largest CPG brands and every major agency holding company, Incremental is how they decide what commerce media is actually worth.