Attribution Measurement & Incrementality

Attribution is shifting from last-click and platform-reported ROAS toward incrementality-based measurement, with brands adopting geo-holdout tests, contribution-margin targets, and creative demand models.

Analysis:

Marketing measurement is broken and everyone knows it. Startups building incrementality-first attribution (Measured, Rockerbox) are gaining traction but the market is far from settled. A startup that nails cross-channel incrementality measurement for mid-market brands could be category-defining.