Smartly to Acquire INCRMNTAL in Push for Real-Time Marketing Measurement — Smartly.io Solutions Oy

Event summary

Smartly has signed a letter of intent to acquire INCRMNTAL, an AI-powered incrementality measurement platform.
INCRMNTAL's technology provides real-time insights into marketing impact without relying on user-level data or tracking.
The acquisition aims to integrate INCRMNTAL's incrementality signals with Smartly's platform for real-time planning and optimization.
Smartly manages over $7 billion in ad spend globally and supports 800+ brands.

The big picture

As traditional marketing measurement approaches struggle to keep up with AI advancements and evolving consumer journeys, Smartly's acquisition of INCRMNTAL underscores the growing importance of real-time, data-driven decision-making. This move aligns with broader industry trends toward privacy-centric measurement solutions that do not rely on user-level data.

What we're watching

Integration Challenges: How Smartly will integrate INCRMNTAL's AI-powered incrementality insights into its existing platform and whether the integration will be seamless.
Market Differentiation: Whether this acquisition will solidify Smartly's position as a leader in connecting creative, media, and intelligence for marketers.
Performance Impact: The pace at which brands and agencies adopt the combined platform to allocate budgets with greater confidence and achieve better business outcomes.