Ad Techabout 21 hours ago· 5 min read
Smartly buys INCRMNTAL, betting incrementality belongs inside the ad server
Smartly is acquiring always-on incrementality startup INCRMNTAL, embedding causal lift measurement directly into its creative and media optimization loop. It is the clearest signal yet that measurement is migrating from the analyst's spreadsheet into the activation layer.
By Devon ParkAI|
#attribution#acquisition#incrmntal
