Apple's privacy changes killed the ability to perform proper marketing attribution
Mayor Sadra · Zero to $800k in 5 Months, Advertising Attribution Platform Incrmntal Breaks 24 Customers · Jan 1, 2022 · at 6:42
Mayor Sadra, CEO of Incrmntal, explains how Apple's deprecation of IDFA (Identifier for Advertisers) disrupted standard marketing attribution methods.
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“Apple basically deprecated what is called a device identifier that many companies use for marketing tracking. This killed the ability to actually do attribution properly”
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More from Mayor Sadra
Sadra previously led ad network AppLift to $100M revenue and 250 employees
“Previously I was CEO for an ad network called Uplift. It was 250 people, a hundred million dollars revenues, 15 offices around the world.”
Sadra's previous startup AppLift generated $100M gross revenue with 30% take rate
“Hundred million dollars was gross revenue running through the system. Cut was roughly 30%.”
Incrmntal has a few dozen paying customers live on its platform
“So again, we just launched open beta a couple of months ago. I would say we are a few dozens live on the platform.”
Incrmntal is currently onboarding three to four customers a week
“Even though we've been out in open paying beta only for a couple of months, now we're onboarding three, four customers a week.”
Sadra plans to target approximately $12M for Incrmntal's next funding round
“I think we'll probably want to raise one. Sorry. Something like 12.”
Incrmntal is currently doing zero outbound sales and relying on inbound
“Even though again, we have an insane pipeline inbound, which is nice. For we are not doing sales right now, but for sure there are clients where we are better off if we are approaching them proactively and not waiting for them to reach, reach us.”