Incrementality testing cost & accessibility barriers

Incrementality testing (geo-lift, holdout tests, matched-market experiments) is expensive, requires significant statistical expertise, and is inaccessible to small and mid-sized brands. Even large brands struggle to run tests frequently enough to keep up with changing conditions.

Analysis:

Democratizing incrementality testing is a major opportunity. Platforms that can automate test design, execution, and analysis at lower cost could capture significant share of the marketing measurement market as cookie deprecation reduces attribution accuracy.