• by Fern Siegel , March 18, 2026

Ad tech company Smartly has announced its intention to acquire Incrmntal, an AI-generated marketing measurement platform that offers real-time metrics for ad campaigns across mobile, web. TV, CTV, influences, OOH, audio and podcasts.  

Financial terms were not disclosed.

Combining Smartly’s optimization with Incrmntal helps brands and agencies better allocate media planning and budgets to enhance campaign outcomes.

“Marketers have been telling us for the past year: measurement is still disconnected from true performance. Traditional approaches lack real-time, causal insight and often sit in separate tools, arrive too late, or require manual translation into action. That’s the gap we’re solving,” Laura Desmond, CEO of Smartly, told Agency Daily.

“The shift to incrementality is becoming more urgent as consumer behavior evolves. With AI reshaping how people discover and decide using ChatGPT, Claude and Gemini, traditional measurement simply can’t keep pace. Marketers need solutions that move at the speed of the consumer. By bringing Incrmntal's always-on incrementality measurement into Smartly’s platform, we’re moving marketers beyond correlation to causation in a way that reflects how campaigns actually run today, across channels, continuously, and at scale,” she added.

Incrmntal’s methodology analyzes fluctuations in campaign activity, complimenting marketing mix modeling and multitouch attribution, rather than relying on user-level data or tracking.

Smartly reports it supports 800+ brands and manages more than $7 billion ad spend worldwide. Strategic partners include Amazon, Google, Meta, Pinterest, Spotify and TikTok.