Incremental vs Lapis
Reviewed by MarTechRadar Research Desk. Pricing & entity snapshots verified Oct 12, 2026.
Incremental (Web SaaS) and Lapis (Web SaaS) both compete in Dynamic Creative Optimization / DCO. On pricing, Incremental lists Custom / enterprise pricing (no free plan disclosed), whereas Lapis lists From $99/mo (no free plan disclosed). Technically, Incremental is rated L3 · Conditional automation with a 3.7/5.0 (Proprietary moat) moat, while Lapis is rated L3 · Conditional automation with a 3.1/5.0 (Workflow-embedded (strong)) moat. Corporate profile: Incremental (founded 2019, HQ Baltimore, Maryland, $18.8M funding) vs. Lapis (founded 2025, HQ San Francisco, California, $500K funding). Both profiles are verified by the MarTechRadar Research Desk (Oct 12, 2026). At a 5-seat team baseline, Incremental starts at Custom quote vs Lapis at ~$99/mo (base).
Incremental
Causal intelligence platform for retail media networks that measures incremental revenue lift and optimizes campaign allocation down to individual SKUs.
5-User Team Cost: Custom quote (Custom / enterprise pricing) · Autonomy: L3 · Conditional automation · Moat: 3.7/5.0 (Proprietary moat)
Target fit: Performance Marketing Directors, Ad Agencies, Retail Media Advertisers (Web SaaS)
Lapis
Autonomous ad creative engine that generates, deploys, and optimizes multi-platform paid campaigns using closed-loop performance feedback.
5-User Team Cost: ~$99/mo (base) (From $99/mo) · Autonomy: L3 · Conditional automation · Moat: 3.1/5.0 (Workflow-embedded (strong))
Target fit: Performance Marketing Directors, Ad Agencies, Retail Media Advertisers (Web SaaS)
How Incremental and Lapis differ
- Pricing model: Incremental is enterprise / quote, Lapis is subscription.
- Lapis publishes an entry price (From $99/mo); Incremental does not (Custom / enterprise pricing).
- Moat tier: Incremental is rated Proprietary moat, Lapis Workflow-embedded (strong).
- Incremental was founded earlier (2019) than Lapis (2025).
- Headquarters: Incremental in Baltimore, Maryland, Lapis in San Francisco, California.
- Verified backing: Incremental records $18.8M (Construct Capital); Lapis records $500K (Y Combinator).
- Company headcount: Incremental is 11-50 employees; Lapis is 2-10 employees.
- Ecosystem stack: Incremental connects with Twilio Segment, Amazon Ads; Lapis connects with Slack, LinkedIn, Twilio Segment.
Computed from the fields below. Only editor-verified ratings and vendor-sourced prices are compared.
When to choose Incremental vs Lapis (and when to walk away)
Choose Incremental if
- Target ICP & Stack Fit: You operate as Performance Marketing Directors, Ad Agencies and Retail Media Advertisers requiring a Web SaaS deployment for DCO, with verified ecosystem connectivity for Twilio Segment, Amazon Ads.
- L3 Architecture & Defensibility: Defensibility stems from econometric causal inference models tuned to multi-retailer inventory and sales data, replacing correlative last-click attribution with SKU-level incrementality testing.
- Commercial Model Fit: Your procurement budget aligns with Custom / enterprise pricing.
Walk away from Incremental if
- Walk away if you require transparent self-serve monthly billing or your budget ceiling is under $1,000/mo (Incremental requires sales-gated custom quoting).
- Walk away if your workflow cannot tolerate data ingestion latency: Retailer-side API reporting windows frequently exhibit twenty-four to seventy-two hour reconciliation delays, constraining intra-day bidding adjustments.
- Walk away if inventory feed dependency is a deal-breaker for your team: Causal models degrade in predictive precision if brand enterprise resource planning systems fail to deliver real-time out-of-stock and distribution signals.
Choose Lapis if
- Target ICP & Stack Fit: You operate as Performance Marketing Directors, Ad Agencies and Retail Media Advertisers requiring a Web SaaS deployment for DCO, with verified ecosystem connectivity for Slack, LinkedIn, Twilio Segment.
- L3 Architecture & Defensibility: Lapis couples multimodal asset generation with cross-platform campaign deployment and telemetry feedback, orchestrating automated creative iteration across Meta, Google, and LinkedIn ad networks.
- Commercial Model Fit: Your procurement budget aligns with From $99/mo.
Walk away from Lapis if
- Walk away if your workflow requires uncapped enterprise volume on the From $99/mo entry plan without upgrading tiers.
- Walk away if your workflow cannot tolerate API rate limits and ad network governance: Automated campaign generation and frequent variant updates are bound by external network API rate limits and downstream creative review latencies across Meta and Google, which can delay real-time flighting.
- Walk away if credit consumption caps is a deal-breaker for your team: Creative generation workflows are strictly governed by monthly credit allowances, meaning high-velocity multivariate experiments can stall mid-cycle without incremental credit allocation.
Side-by-side facts
| Field | Incremental | Lapis |
|---|---|---|
| Subtrack | Dynamic Creative Optimization / DCO | Dynamic Creative Optimization / DCO |
| Pricing | Custom / enterprise pricing | From $99/mo |
| Pricing model | Enterprise / quote | Subscription |
| Published pricing tiers | Enterprise / Custom (Custom quote) | Basic ($99/mo) |
| Free access | No free plan disclosed | No free plan disclosed |
| Enterprise plan | Yes | Not recorded |
| AI autonomy level | L3 · Conditional automation | L3 · Conditional automation |
| Moat tier & score | 3.7 / 5.0 · Proprietary moat | 3.1 / 5.0 · Workflow-embedded (strong) |
| Delivery | Web SaaS | Web SaaS |
| Audience | Performance Marketing Directors, Ad Agencies, Retail Media Advertisers | Performance Marketing Directors, Ad Agencies, Retail Media Advertisers |
| Ecosystem integrations | Twilio Segment, Amazon Ads | Slack, LinkedIn, Twilio Segment |
| Funding & backing | $18.8M · Backed by Construct Capital | $500K · Backed by Y Combinator |
| Founders | Geoff Kenawell, Haley Ulloa, Jesse Leikin, Paul Palmieri | — |
| Company size | 11-50 employees | 2-10 employees |
| Founded | 2019 | 2025 |
| Headquarters | Baltimore, Maryland | San Francisco, California |
| Fact-checked | MarTechRadar Research Desk, Oct 12, 2026 | MarTechRadar Research Desk, Oct 12, 2026 |
| Governance & docs | API & Docs ↗ · Privacy ↗ | System Status ↗ · API & Docs ↗ · Terms ↗ · Privacy ↗ |
Incremental vs Lapis: TCO & constraint stress test
Test how both tools behave under your team size, monthly budget ceiling, CRM ecosystem, and governance guardrails.
Incremental
High Deal-Risk · Constraint Mismatch- Opaque Enterprise Quoting vs. SMB/Mid-Market Budget: Incremental does not disclose a public self-serve floor (Custom / enterprise pricing). Buyers with a $800/mo cap face high sales-qualification friction.
- Sales-Gated Contract Terms: Incremental delivers its software through custom enterprise pricing available on request via sales engagements. Commercial quotes are tailored directly to organizational scale, aggregate retail media spend under management, and active data connector volume.
- Primary Operational Bottleneck: Data Ingestion Latency: Retailer-side API reporting windows frequently exhibit twenty-four to seventy-two hour reconciliation delays, constraining intra-day bidding adjustments.
Walk-Away Rule: Walk away if you require transparent self-serve monthly billing or your budget ceiling is under $1,000/mo (Incremental requires sales-gated custom quoting).
Negotiation Lever: Demand a 30- to 60-day paid pilot opt-out clause in the Incremental order form before signing a 12-month enterprise commitment.
Lapis
Low Procurement Risk · Strong Fit- Published Self-Serve Entry Floor: Lapis publishes a transparent entry point (From $99/mo) for initial validation before committing.
- Primary Operational Bottleneck: Credit Consumption Caps: Creative generation workflows are strictly governed by monthly credit allowances, meaning high-velocity multivariate experiments can stall mid-cycle without incremental credit allocation.
Walk-Away Rule: Walk away if your workflow requires uncapped enterprise volume on the From $99/mo entry plan without upgrading tiers.
Negotiation Lever: Validate exact quota thresholds (seats, credits, or API calls) included in Lapis's From $99/mo tier before converting from monthly to annual billing.
Limitations
Incremental
Operational considerations and platform boundaries include: Data Ingestion Latency: Retailer-side API reporting windows frequently exhibit twenty-four to seventy-two hour reconciliation delays, constraining intra-day bidding adjustments.Full limitations in the Incremental review
Lapis
Operational considerations and platform boundaries include: API Rate Limits and Ad Network Governance: Automated campaign generation and frequent variant updates are bound by external network API rate limits and downstream creative review latencies across Meta and Google, which can delay real-time flighting.Full limitations in the Lapis review
Official vendor architectural differentiators & migration proof
To help buyers evaluate real-world switching costs, verified founders, solutions architects, and PMMs at both Incremental and Lapis can submit up to 3 evidence-backed architectural differentiators or verified customer migration case studies.
Why teams choose Incremental over Lapis
Work at Incremental? Verify your official domain email to publish 3 technical differentiators, migration benchmarks, or a head-to-head buyer sandbox offer on this comparison page:
+ Submit Incremental Official Differentiators & Case Study →Why teams choose Lapis over Incremental
Work at Lapis? Verify your official domain email to publish 3 technical differentiators, migration benchmarks, or a head-to-head buyer sandbox offer on this comparison page:
+ Submit Lapis Official Differentiators & Case Study →Pricing notes & tier schedules
Incremental: Custom / enterprise pricing
Incremental delivers its software through custom enterprise pricing available on request via sales engagements. Commercial quotes are tailored directly to organizational scale, aggregate retail media spend under management, and active data connector volume.
- Enterprise / Custom (Custom quote, 15–50+ seats (Enterprise SLA)): Sales-negotiated annual contract for custom volume, SSO/RBAC governance, and dedicated SLA.
- Data Ingestion Latency: Retailer-side API reporting windows frequently exhibit twenty-four to seventy-two hour reconciliation delays, constraining intra-day bidding adjustments.
- Inventory Feed Dependency: Causal models degrade in predictive precision if brand enterprise resource planning systems fail to deliver real-time out-of-stock and distribution signals.
Lapis: From $99/mo
Commercial access to Lapis follows a hybrid SaaS and managed subscription model. The self-serve Basic tier begins at $99 per month and provides 25 monthly generation credits, access to multi-network publishing across Google, Meta, and LinkedIn, competitor tracking via Brand Radar, and performance forecasting.
- Basic ($99/mo, 1–2 seats): Google, Meta, and LinkedIn
- Credit & Usage Burn Multiplier: Workflows on Lapis consume metered credits or usage quotas; high-volume AI generation, batch queries, or recurring automation runs can exhaust base allocations and trigger mid-cycle top-up packs.
- API Rate Limits and Ad Network Governance: Automated campaign generation and frequent variant updates are bound by external network API rate limits and downstream creative review latencies across Meta and Google, which can delay real-time flighting.
Frequently asked questions: Incremental vs Lapis
How does Incremental pricing compare to Lapis in 2026?
Incremental is listed at Custom / enterprise pricing (enterprise / quote, no free plan disclosed), whereas Lapis is listed at From $99/mo (subscription, no free plan disclosed).
How do Incremental and Lapis compare on AI autonomy and moat depth?
On the MarTechRadar L1–L5 scale, Incremental is rated L3 · Conditional automation with a Proprietary moat moat (3.7/5.0), while Lapis is rated L3 · Conditional automation with a Workflow-embedded (strong) moat (3.1/5.0).
Which teams are Incremental and Lapis built for?
Incremental is a Web SaaS product in Dynamic Creative Optimization / DCO designed for Performance Marketing Directors, Ad Agencies, Retail Media Advertisers. Lapis is a Web SaaS product in Dynamic Creative Optimization / DCO designed for Performance Marketing Directors, Ad Agencies, Retail Media Advertisers.
What are the main limitations of Incremental vs Lapis?
For Incremental: Operational considerations and platform boundaries include: Data Ingestion Latency: Retailer-side API reporting windows frequently exhibit twenty-four to seventy-two hour reconciliation delays, constraining intra-day bidding adjustments. For Lapis: Operational considerations and platform boundaries include: API Rate Limits and Ad Network Governance: Automated campaign generation and frequent variant updates are bound by external network API rate limits and downstream creative review latencies across Meta and Google, which can delay real-time flighting.
What are the hidden TCO drivers and contract negotiation levers for Incremental vs Lapis?
For Incremental: Data Ingestion Latency (Retailer-side API reporting windows frequently exhibit twenty-four to seventy-two hour reconciliation delays, constraining intra-day bidding adjustments.) Negotiation lever: Demand a 30- to 60-day paid pilot opt-out clause in the Incremental order form before signing a 12-month enterprise commitment. For Lapis: Credit & Usage Burn Multiplier (Workflows on Lapis consume metered credits or usage quotas; high-volume AI generation, batch queries, or recurring automation runs can exhaust base allocations and trigger mid-cycle top-up packs.) Negotiation lever: Validate exact quota thresholds (seats, credits, or API calls) included in Lapis's From $99/mo tier before converting from monthly to annual billing.
Excerpts are quoted verbatim from each fact-checked review. Last updated Oct 12, 2026.