Guest · Measurement and effectiveness
Maor Sadra
CEO and Co-Founder, INCRMNTAL
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.
About
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.
Career23 years
- 2020 to now INCRMNTAL CEO & Co-Founder
- 2018 to 2020 Applift (acq. MGI) CEO
- 2015 to 2018 Applift Managing Director & CRO
- 2011 to 2015 Inneractive VP Advertiser Relations & Monetization
Show earlier roles: Matomy Media Group, NeoGames / CheckM8 / Cydoor
- 2009 to 2011 Matomy Media Group Director of Sales & Business Development
- 2003 to 2009 NeoGames / CheckM8 / Cydoor Progressive roles in media buying, ad operations and account management
How Maor thinks3 convictions
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Attribution measures credit allocation, not actual marketing value
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.
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You do not need to know everything about the user to answer whether your campaign works
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.
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There is a 50% efficiency unlock waiting for marketers who measure real value
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.
