Smartly to acquire INCRMNTAL in performance marketing move

Smartly has signed a letter of intent to acquire INCRMNTAL, an AI-powered incrementality measurement platform designed to deliver real-time insights into the impact of marketing investments across channels.

The planned acquisition aims to strengthen Smartly’s ability to connect measurement with activation, enabling marketers to optimize campaigns based on real-time performance signals without relying on user-level tracking.

Real-time incrementality to guide investment decisions

INCRMNTAL’s technology measures the incremental impact of campaigns by analyzing natural variations in activity, removing the need for audience exclusions or controlled experiments. The platform works alongside existing tools such as marketing mix modelling and multi-touch attribution.

By integrating these capabilities into Smartly’s platform, marketers will be able to translate measurement insights directly into media planning and optimization decisions across social, commerce and connected TV environments.

Laura Desmond, CEO, Smartly: "Marketing leaders today are demanding better measurement for performance and accountability. 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."

Strengthening platform integration across channels

The integration is expected to allow continuous budget allocation adjustments based on performance, helping brands and agencies focus investment on activities that drive measurable business outcomes.

As marketers expand across multiple channels, including social platforms, commerce media and premium connected TV, the need for unified and responsive measurement tools has increased. The combined offering is positioned to address this complexity by linking data, insights and execution within a single platform.

Expanding role in performance marketing

With the addition of INCRMNTAL’s capabilities, Smartly aims to further develop its platform as a system that connects creative, media and intelligence. The move reflects broader demand for solutions that provide actionable insights at scale while aligning with evolving privacy standards.

www.smartly.io

www.incrmntal.com

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