Smartly Buys Incremental Impact Measurement Specialist

In New York, ad tech company Smartly has agreed to acquire INCRMNTAL, an AI-powered platform providing real-time insights into the incremental impact of cross-channel marketing investments, without reliance on tracking, user-level data or formal experiments. Financial terms were not disclosed.

Smartly's platform allows users to produce optimized image and video assets, activate and manage them at scale across channels. The firm partners with the major tech and social media companies. INCRMNTAL's solution provides always-on insights based on reinforcement learning and causal AI, promising to reveal 'the true impact of marketing' across Mobile, Web, TV & CTV, Influencers, OOH & DOOH, Audio and Podcasts; and is positioned as a complement to marketing mix modeling and multi-touch attribution.

The deal brings these two offerings together, allowing advertisers to continuously direct investment to what drives business outcomes.

'Marketing leaders today are demanding better measurement for performance and accountability,' says Laura Desmond (pictured), CEO of Smartly. 'Incrementality is becoming increasingly important in a world where traditional approaches are challenged to move at the speed of AI and the changing consumer journey. With INCRMNTAL, Smartly enables marketers to connect what's happening in their business outcomes in real time with how they optimize media, creative, and campaigns, so they can see performance as it happens and take immediate action.'

Web sites are at www.smartly.io and www.incrmntal.com .