Incrmntal, a marketing technology company, has launched 'Explorer', a new marketing attribution platform that utilises Causal AI. The platform is designed to fill the measurement gap left by the depreciation of user-level data such as IDFA, Cookie, and GAID. Explorer uses proprietary causal AI models to measure each marketing tactic, eliminating the need for experiments or A/B testing. The platform provides always-on measurement of marketing contribution and marginal performance.

Explorer's approach has caught the attention of academic researchers at several leading universities across the United States and Israel. The platform enables marketers to understand which channels are meeting their KPIs, and which have reached a point of saturation. Incrmntal's platform allows marketers to make informed budget decisions that drive optimal ROI.

"The platform just became a lot simpler for marketers to use, as it looks just like standard marketing reports, while the underlying technology offers the heavily lifting to provide incrementality and marginal results for any channel," said Maor Sadra, CEO of Incrmntal.

The company's methodology employs time series interruptions and causal discovery to identify and predict potential outcomes in the absence of any interventions in the data. "In contrast to conventional A/B testing, randomized controlled trials, or observational studies such as GeoLift experiments, Incrmntal's methodology employs time series interruptions and causal discovery to identify and predict potential outcomes in the absence of any interventions in the data," explained Moti Tal, CTO and Co-Founder of Incrmntal.

Large scale marketing organisations including Hopper, Binance, Self Financial, SEGA, AutoScout24, and Gameloft are already using the new platform. The platform aims to increase efficiency by understanding the true contribution of each advertising channel, eliminate the dependency on last-click attribution, analyse the incremental contribution of each channel, platform, and country, measure performance across all channels, allow marketers to explore the prediction models, and measure the impact of external effects on marketing efforts.

"When we started Incrmntal we had a clear vision - to evolve marketing from counting clicks to measuring value. We wanted to provide advertisers with privacy-safe, accurate measurement across all channels, online and offline, without the need for experiments or user-level data. With this new innovation, I believe that we are achieving this. The feedback from our customers, some of the world's most sophisticated Advertisers, has been terrific. We are happy to continue being in the forefront of innovation exactly when the market needs it," concluded Sadra.