Paramount Ads Manager Partners with INCRMNTAL to Bring Always-On Incrementality to CTV

You shouldn't have to stop marketing to measure your marketing.

That's the catch built into traditional incrementality testing: to measure if your campaign is working, you usually have to turn part of it off. The standard playbook requires you to run experiments, set up geo-lift tests, and carve out holdout groups, meaning a slice of your audience can go weeks seeing nothing from you. And that blackout period can come at a real revenue cost.

That's why Paramount Ads Manager is partnering with INCRMNTAL, a privacy-first, always-on incrementality marketing measurement platform.

Press Play: How Always-On Incrementality Works

INCRMNTAL automatically logs operational marketing changes and uses them as micro-experiments to continuously measure the incremental value of your campaigns while everything stays live. There are no experiments to design, no holdouts to manage, and no waiting for a test window to close. The platform automatically detects the activity across your entire media mix and evaluates what each piece is actually causing, and it accounts for the outside forces and external events that may be skewing results, like seasonality, promotions, and market trends.

Which means you can finally answer questions like:

1. Is my CTV campaign driving new customers? Or is it picking up demand that would've converted anyway?
2. Are my channels playing nicely? INCRMNTAL flags when one channel is cannibalizing your paid or organic results.
3. Where should the next dollar go? Find your point of diminishing returns and reallocate before the budget's gone.

Because the measurement never stops, you can act on what you learn instantly, instead of waiting for a test to wrap. And INCRMNTAL measures across every channel, platform, and campaign without cookies or device IDs.

Leverage INCRMNTAL For Your Next Paramount Ads Manager Campaign

If you're already running campaigns with Paramount Ads Manager, you know you have access to the most premium streaming content, transparent pricing, and reporting built right into the dashboard. Leverage INCRMNTAL's always-on incrementality to add an independent layer on top of those insights. While your dashboard shows you what your campaigns are delivering, INCRMNTAL can show you what they're causing, in real time, across your whole media mix.

Stay Tuned: More Ways to Measure What Matters

Every advertiser defines success a little differently, which is why this partnership joins a growing ecosystem of trusted measurement partners available through Paramount Ads Manager. Whether you want controlled experimentation, unified omnichannel analytics, or always-on incrementality, there's a partner that fits how you work.

Ready to press play? Learn more about INCRMNTAL here.