Smartly Adds Forecasting and Incrementality Tool

Ad tech company Smartly has launched a marketing intelligence and planning tool called Intelligence Pro, which uses causal inference models to help users understand incrementality and business impact.

Smartly's platform brings together creative and media / analytics capabilities to help clients produce, optimize and activate image and video assets across channels, partnering with the likes of Amazon, Google, Meta, Pinterest and Spotify. The new Intelligence Pro combines four capabilities: Reach Planner, to compare media scenarios and forecast cross-channel reach and frequency; Headroom Analysis, to gauge the scope for additional investment and identify where returns may begin to diminish; Benchmarks, putting campaign performance in context using aggregated and anonymized data; and INCRMNTAL Connect, which adds an incrementality-based view of media contribution alongside platform-reported performance.

'Marketing teams are inundated with data,' says CPO Maxwell Tang (pictured), 'but the challenge is identifying what signals are useful and turning them into a decision they can act on. Intelligence Pro brings forecasting, market context and state-of-the-art incrementality signals together to help marketers assess where to invest and what their media is contributing. As AI accelerates campaign execution, the quality of each decision matters more.'

The firm is online at www.smartly.io .