Smartly announced that it has entered into a letter of intent to acquire INCRMNTAL, an incrementality measurement platform powered by AI delivering live insights on the true impact of marketing investments. This purchase, if executed, will be a significant strategic step to help marketers comprehend performance through complex, multi-channel environments without relying on user-level tracking or data signals.
As brands continue to build their presence across social media, commerce sites, and premium connected TV (CTV), the ability to measure incremental growth has proven to be an extremely challenging task. As a matter of fact, traditional attribution models are not effective enough in revealing the true contribution of campaigns, most especially in the privacy-first environment. By combining Smartlys cross-channel activation knowledge with INCRMNTALs real-time measurement functionalities, they aim to make their combined product a great tool to link insights with action.
This initiative should give the possibility to marketers to convert incrementality insights into operational strategies effectively. As a result, advertising teams can react in real time to media spending, creative concepts, and campaign changes thus making sure that budgets are always geared towards the channels and methods that produce tangible business results. This is not only a change for brands but also for agencies as it the move to a more flexible and data-driven way of making decisions.
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“Marketing leaders today are demanding better measurement for performance and accountability,” said Laura Desmond, 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.”
INCRMNTAL’s central value proposition is its measurement methodology, which is powered by AI and running all the time. The platform uses natural variations in campaign activity to identify incremental impact instead of depending on disruptive testing methods such as audience exclusion, campaign pauses, or strict experimental frameworks. This way, it gives you insights all the time without affecting the campaign performance, so it is very useful in the digitally fast-moving environments.
On top of that, INCRMNTAL works with different measurement frameworks that marketers use today, including marketing mix modeling (MMM) and multi-touch attribution (MTA). Marketers who combine incrementality insights with these established methods will have a more complete and accurate picture of performance across the whole funnel.
The planned acquisition highlights Smartly’s intention to step up its AI-enabled marketing functionalities as well as address the challenge of the industry which is proving the actual business impact of advertising in a privacy-centric world. With measurement becoming more complicated and disjointed, solutions that combine insights with activation will likely be a critical part of the future of digital marketing.
Through this decision, Smartly not only keeps up with the industry pace but also strengthens their profile as a company that can provide a comprehensive and near real-time method to evaluate marketing performance. This will also assist businesses in dealing with changes in consumer behavior while getting the most out of their investments.