incrementality
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InMarket Wants to Measure What Happens After the Ad
The Austin marketing platform follows advertising beyond the click - into stores, shopping baskets and sales reports. Its bet is that marketers will pay for evidence of outcomes, not another dashboard of impressions.
PebblePost Put the Pixel in the Mailbox - Now It Wants the Living Room
The New York ad-tech company made direct mail behave like digital retargeting. Its next act is applying the same transaction-powered engine to connected TV - with the household, not the cookie, at the center.
Prescient AI
Prescient AI is a marketing measurement and optimization platform that uses machine learning and Bayesian statistics to show brands how much revenue each advertising channel actually drives. Its marketing mix model (MMM) captures full-funnel impact - including the indirect halo effects campaigns have on organic lift and downstream revenue - then forecasts future performance and recommends budget allocation across DTC ecommerce, Amazon, and retail. Founded in 2019 and headquartered in Miami, the company serves 100+ omnichannel and DTC brands and positions itself as an independent, privacy-safe alternative to last-click attribution.
Will Holtz
Will Holtz runs strategy and operations at Prescient AI, the marketing mix modeling platform that tells omnichannel brands where the next dollar should go. He listed as Interim CEO on the company page and VP of Strategy & Operations across recent profiles - a range of hats at a fast-moving Series A startup. A Cornell economics-and-psychology grad with a Wharton MBA, he started in finance at Morgan Stanley and Soros Fund Management before spending a decade in the trenches of DTC operations at Recess, Grove Collaborative, SourceMedium and his own ventures. On the side he co-founded and hosts Don't V*LOOKUP, a podcast about how the best operators actually use their data.
Northbeam
Northbeam is a San Francisco-based, machine-learning marketing measurement platform built for direct-to-consumer and ecommerce brands. It stitches together multi-touch attribution, media mix modeling, and incrementality testing so marketers can see what their ad spend actually drives in revenue - across Meta, TikTok, Snap, Google, and beyond - in a privacy-changed, cookie-thin world. Founded in 2019 by Austin Harrison and Dan Huang, the company helps growth teams move budget with confidence instead of guessing.
Austin Harrison
Austin Harrison is the co-founder and CEO of Northbeam, a San Francisco-based marketing intelligence platform that uses first-party data and machine learning to give e-commerce and D2C brands an accurate picture of which ads are actually driving revenue. Before pivoting to martech, Harrison built a parallel career in digital entertainment — co-founding an animation company that worked with Hasbro, Disney, and NBC Universal, and earlier running MediaTrip, an online animation channel that earned an Entertainment Weekly Top 10 Internet Phenomenon ranking. At Northbeam, he has led the company to track over $130 billion in ad-attributed revenue across 800+ brands, raised $40 million in total funding, and launched industry-first attribution models developed in partnership with Meta, TikTok, and Snapchat.