A leading Facebook partner acquires a company to boost cross-channel expansion and encompass the Google ecosystem.

Smartly.io, the world’s leading social media advertising SaaS platform for creative and performance-based marketers, announced that it had acquired Ad-Lib.io, the next-generation platform for creative optimization. In line with its rapid growth and advancing Smartly.io’s multi-channel reach, which extends that extends beyond social and now includes the ability to optimize creative content dynamically across the programmatic, CTV, and the entire Google ecosystem.

Through the acquisition, Smartly.io’s SaaS solution for social advertising will be enhanced by Ad-Lib.io’s business suite of creative devices that can be used for YouTube, DV360, and Google Ads campaigns. The industry is witnessing the need for solutions that connect creative and digital media closer together across every channel.

“The recent two years have shown that technology for creative has evolved into the primary factor improving digital advertising’s performance,” said Kristo Ovaska, CEO and co-founder of Smartly.io. “Ad-Lib.io is an undisputed market leader in the area of creativity through its innovative approach to the essential aspects of workflow, automation personalization, brand governance, and analysis. Their expertise in Google’s stack of Google stack is unparalleled in the mark, et and when combined with Smartly.io’s profound understanding of Facebook and the social stack that spans data, media, and creativity, lets us now provide customers with all the major media channels.”

Ad-Lib.io is an official Google Certified Creative partner and currently has 10 of the top 30 worldwide advertisers. Smartly.io collaborates with the critical social platforms comprising Facebook, Instagram, Pinterest, Snapchat, and TikTok and has a relationship with more than 700 top brands worldwide.

“Smartly.io is the leader in providing media and creative efficiency for social media,” said Oli Marlow-Thomas, the founder and president of Ad-Lib.io. “With agencies and brand marketers increasing integrating their programmatic and social teams to create combined digital creative and media investment teams and this is an ideal next move for the two businesses.”

Ad-Lib.io CEO Adit Abhyankar said, “These teams are currently using various software or technologies with partners, but moving forward, they will not have to. Smartly.io and Ad-Lib.io will be the only ones to do Smartly.io as well, as the Ad-Lib.io solution will offer the necessary connective tissue for maximizing the effectiveness of creative as well as media buying and creativity.”

Smartly.io and Ad-Lib.io customers are thrilled by the advantages of this partnership:

Dean Weaving, head of the display video and paid social of Deliveroo, is a steadfast supporter of the two entities. “Both Ad-Lib.io and Smartly.io have helped us develop collaborations between our media and creative teams. This has greatly reduced the time our teams work. With this merger, it’s only going to get better as we strive to unite our relevance to advertising across channels.”

“Ad-Lib.io has been an excellent partner for us over the last four years as we’ve been focusing on branding activities,” said Steve Pollack, the Director of Media Communication, Nestle. “This collaboration will allow Nestle to expand to more ‘always-on and eCommerce-related activities. We think it’s an obvious fit, and we are excited about how it will mean for the Ad-Lib.io and Smartly.io journey can be for companies seeking to establish meaningful and long-lasting relations with their clients in the world of digital advertising.”

In the months ahead in the coming months, over the next few months, Smartly.io, along with the Ad-Lib.io groups, will be working to create an extensive set of innovative digital optimization tools that can assist advertisers in gaining a wider reach and impact in the ever-evolving online advertising market.

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