"There's a big shift coming in the next 10 years. Measurement is moving from getting an understanding of what's already happened to becoming real time and predictive about what will happen in the future."
"With the disruption of AI and with so many people now searching via ChatGPT or Gemini, it's becoming harder for more traditional measurement solutions to keep pace with the real-time nature of how customers are learning about brands and making decisions."
"Marketers have been asking for a way to connect measurement more directly to activation, rather than treating it as a separate, after-the-fact exercise."
Smartly announced a letter of intent to acquire INCRMNTAL, an incrementality measurement startup founded in Tel Aviv in 2019. INCRMNTAL's 25 employees will join Smartly's 900+ person team. The acquisition represents a strategic shift for Smartly, moving beyond adding incrementality as a feature to fundamentally rewiring how its platform makes decisions. Smartly CEO Laura Desmond emphasized that measurement is evolving from understanding past performance to real-time, predictive capabilities. As AI disrupts traditional search and discovery, marketers increasingly demand incrementality as their primary measurement source. INCRMNTAL's always-on incrementality approach eliminates the need for control groups or campaign halts, allowing continuous measurement integrated directly with activation.
#incrementality-measurement #marketing-technology-acquisition #ai-powered-measurement #real-time-performance-analytics #marketing-activation
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