Smartly.io has signed a letter of intent to acquire INCRMNTAL, an AI-powered platform for incrementality measurement of marketing investments across various channels, including CTV. The acquisition aims to integrate INCRMNTAL's real-time insights into Smartly's platform, allowing marketers to optimize media, creative, and campaigns by connecting business outcomes with ad performance.
If completed, the acquisition would add always-on incrementality measurement directly into Smartly’s activation stack, giving marketers a way to turn measurement into budget and campaign decisions inside one system. That matters in social, commerce, and premium CTV, where Smartly says understanding incremental growth has become more complex. INCRMNTAL is meant to complement MMM and MTA rather than replace them, which suggests Smartly is filling a measurement gap rather than betting on a single attribution model. Watch for how Smartly packages the combined product across those channels once the acquisition closes.
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