Smartly.io buys next-generation creative optimisation platform Ad-Lib.io

KUALA LUMPUR, Jan 6 -- Smartly.io, the leading social advertising SaaS platform for creative and performance marketers, has announced the acquisition of Ad-Lib.io, the next-generation creative optimisation platform.

Continuing its strong growth trajectory, the acquisition advances Smartly.io’s cross-channel reach from social to now include dynamic creative optimisation across programmatic, CTV and the entire Google ecosystem.

With the acquisition, 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, with the industry seeing a growing demand for solutions that bring creative and media closer together across all channels.

“The past two years have proven that creative technology has become the most important lever for driving digital advertising performance,” said Kristo Ovaska, CEO and co-founder, Smartly.io based on a statement.

“Ad-Lib.io is a clear leader in the creative space by innovating on the mission-critical dimensions of workflow, automation, brand governance, personalisation 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.” "Smartly.io is the pre-eminent leader in delivering creative and media effectiveness for social,” said Oli Marlow-Thomas, founder and president, Ad-Lib.io.

“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.”

Over the coming months, the Smartly.io and Ad-Lib.io teams will continue to build a robust stack of creative digital optimisation tools to help advertisers gain unparalleled relevance and reach in the constantly changing digital advertising landscape.

-- BERNAMA