Separating Truth from Noise.
Maor Sadra is CEO and Co-Founder of INCRMNTAL, the marketing measurement platform built to answer one question without tracking individual users: is my campaign actually working? He has spent 20 years in ad tech and believes incrementality will eventually replace attribution as the standard currency of marketing performance.
“We are in the marketing space, so we also market to one another. Separating truth from BS has been my mission from day one.”
Maor Sadra has spent more than two decades in ad tech, building and scaling businesses across mobile advertising, programmatic media, and marketing measurement. As CEO and Co-Founder of INCRMNTAL, he leads the company’s mission to give marketers honest answers about whether their campaigns are creating real value or just counting clicks.
Sadra’s measurement conviction formed early. He spent years watching attribution models claim credit for outcomes that would have happened anyway, and watching marketing budgets get allocated based on self-reported data from the channels being evaluated. INCRMNTAL was built to break that cycle by measuring incrementality at the campaign level without requiring user-level data.
His approach to privacy is not compliance-driven. It is rooted in a simpler argument: he does not need to know everything about an individual user to answer whether a campaign is working. The question of incrementality is a population-level question and it can be answered at population level. That simplicity is both an ethical position and a competitive advantage in a privacy-constrained world.
“Attribution, like it or hate it, is the USD of our industry. It is a currency built on consensus, not truth.”
“Attribution is a currency. It is built on consensus, not on truth.”
Last-click, multi-touch, and data-driven attribution all share a fundamental problem: they answer who touched the conversion, not whether the marketing caused it. Incrementality asks the more honest question. Would this sale have happened without the campaign? The answer is often uncomfortable and always more useful.
“Why do I need to know everything about you as an individual to just answer: is my campaign working?”
The surveillance imperative in ad tech, the drive to track individual behaviour across every touchpoint, was never necessary for answering the fundamental marketing question. INCRMNTAL measures at population level, using holdout groups and causal inference rather than user graphs. Privacy compliance becomes a natural output rather than a constraint.
“If marketers could measure real value, there is at least a 50% efficiency unlock sitting there.”
The gap between the spend that creates genuine incremental value and the spend that creates measurement noise is enormous and largely invisible under attribution models. Sadra’s estimate of a 50% unlock is not a marketing claim. It is what he observes when clients move from attribution to incrementality and see which channels actually move the needle.
Stay close to the conversation.
New leaders and insights. No noise.