Skip to content
ATDbbeta
MT

Moti Tal

Thought Leader

Moti Tal is co-founder of INCRMNTAL, a marketing measurement company that provides always-on incrementality measurement as an alternative to traditional multi-touch attribution. INCRMNTAL was built on the premise that as mobile and digital advertising lose deterministic signals — through privacy regulation, ATT, and cookie deprecation — marketers need a fundamentally different approach to understanding the true causal impact of their spend. Tal has been a vocal critic of last-click and MTA methodologies, arguing that incrementality measurement should be continuous rather than episodic. He has contributed extensively to industry discourse on measurement, attribution, and the future of marketing analytics in a privacy-constrained environment through blog posts, podcasts, and conference appearances. Before co-founding INCRMNTAL, Tal held roles in mobile marketing and growth, giving him hands-on experience with the measurement challenges that INCRMNTAL was designed to solve.

Last updated Oct 25, 2026 by ATDb automated enrichment

Role
Co-founder
Company
INCRMNTAL
Based
Tel Aviv, Israel

AI-drafted from public sources1 source cited

Years in industry
15 years

Bio

Moti Tal is co-founder of INCRMNTAL, a marketing measurement company that provides always-on incrementality measurement as an alternative to traditional multi-touch attribution. INCRMNTAL was built on the premise that as mobile and digital advertising lose deterministic signals — through privacy regulation, ATT, and cookie deprecation — marketers need a fundamentally different approach to understanding the true causal impact of their spend. Tal has been a vocal critic of last-click and MTA methodologies, arguing that incrementality measurement should be continuous rather than episodic. He has contributed extensively to industry discourse on measurement, attribution, and the future of marketing analytics in a privacy-constrained environment through blog posts, podcasts, and conference appearances. Before co-founding INCRMNTAL, Tal held roles in mobile marketing and growth, giving him hands-on experience with the measurement challenges that INCRMNTAL was designed to solve.

Expertise & education

Expertise

Incrementality MeasurementMarketing AttributionMobile Marketing AnalyticsPrivacy-First MeasurementMarketing Mix ModelingMobile User AcquisitionAdTech

Speaking topics

Incrementality measurementThe death of last-click attributionPrivacy-first marketing analyticsMobile measurement in a signal-loss era

Recognition

Notable achievements

  • Co-founded INCRMNTAL, a platform redefining marketing measurement around always-on incrementality rather than last-click attribution
  • Established INCRMNTAL as a recognized voice in the post-ATT measurement landscape