Smartly has acquired INCRMNTAL, an AI incrementality measurement platform, for an undisclosed amount. This acquisition marks a strategic move to integrate advanced, privacy-centric measurement capabilities into Smartly's offerings. INCRMNTAL, founded in 2020 by industry veterans Maor Sadra and Moti Tal, has been dedicated to evolving marketing measurement by providing advertisers with tools to understand the true incremental value of their marketing activities.
INCRMNTAL's platform utilizes causality and artificial intelligence to measure the effectiveness of advertising budgets across both online and offline campaigns, without relying on user-level data. This privacy-centric approach allows for continuous measurement, eliminating the need to pause campaigns or run experiments. The platform serves a diverse customer base, including companies such as Hopper, eToro, Binance, Autoscout24, Huuuge Games, and SEGA, helping them to accurately assess the impact of their marketing KPIs.
The acquisition is strategically significant as it addresses the growing demand for robust, privacy-compliant marketing measurement solutions. By integrating INCRMNTAL's unique technology, Smartly aims to enhance its ability to provide marketers with deeper insights into their advertising performance and return on investment. The synergy between Smartly's existing capabilities and INCRMNTAL's AI-driven incrementality measurement is expected to empower advertisers to optimize their spend more effectively in an evolving digital landscape, particularly as privacy regulations continue to tighten.
The combined entity is poised to offer a more comprehensive solution that enables marketers to navigate complex measurement challenges with greater confidence. This integration is anticipated to provide customers with enhanced tools for understanding campaign effectiveness and making data-driven decisions, ultimately driving more efficient and impactful marketing strategies without compromising user privacy.