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Social advertising SaaS platform Smartly.io acquires Ad-Lib.io

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London, United Kingdom – Smartly.io, a global social advertising software-as-a-service (SaaS) platform, has announced the acquisition of creative optimization platform Ad-Lib.io. Said acquisition advances Smartly.io’s cross-channel reach from social to now include dynamic creative optimization across programmatic, CTV and the entire Google ecosystem.

In addition, Smartly.io’s SaaS solution for social advertising will now be augmented by Ad-Lib.io’s enterprise suite of creative tools for YouTube, DV360 and Google Ads campaigns. The industry is seeing a growing demand for solutions that bring creative and media closer together across all channels.

Kristo Ovaska, CEO and co-founder at Smartly.io, said that the past two years have proven that creative technology has become the most important lever for driving digital advertising performance.

“Ad-Lib.io is a clear leader in the creative space by innovating on the mission-critical dimensions of workflow, automation, brand governance, personalization and insight. Their knowledge of the Google stack is unmatched in the industry and combining that with Smartly.io’s deep understanding of Facebook and the social stack across creative, media and data allows us to now serve customers across all major digital channels,” Kristo said.

Meanwhile, Oli Marlow-Thomas, founder and president at Ad-Lib.io, commented, “Smartly.io is the preeminent leader in delivering creative and media effectiveness for social. With brand marketers and agencies increasingly uniting their social and programmatic teams into integrated digital creative and media investment teams, this is a natural next step for both companies.”

In addition, Adit Abhyankar, CEO at Ad-Lib.io, added, “These teams are currently using multiple technologies or software partners, but going forward they won’t have to. The Smartly.io and Ad-Lib.io solution will provide the connective tissue to maximize creative effectiveness, media buying and creative intelligence.”

Smartly.io has its Asia-Pacific headquarters located in Singapore, while Ad-Lib.io has a presence in Hong Kong.

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