Play Ventures leads $4.1 Mn series seed round for INCRMNTAL

Israel-based incrementality measurement platform, INCRMNTAL has raised $4.1 million in series seed round funding led by Play Ventures, in participation from Eric Seufert’s Heracles Capital.

Founded by Maor Sadra and Moti Tal, INCRMNTAL’s platform has experienced radical growth over the last 10 months, growing from zero to over $1bn in ad spend.

“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,” the company said.

Speaking on the investment round, 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.”

“INCRMNTAL solves a problem for mobile advertisers that have 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 spending 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,” Eric Seufert, the owner of Mobile Dev Memo & General Partner at Heracles Capital added.

Commenting on the fundraise, Maor Sadra, CEO & Co-Founder at INCRMNTAL, said: “INCRMNTAL has been growing at an extraordinary speed and this funding will help us further accelerate our operations. The 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.”