Smartly

Smartly Introduces Smartly Synapse AI Orchestration Layer

Smartly announced Smartly Synapse, an AI orchestration and memory layer that powers its Smartly AI Agents to unify campaign data, business context and user input into coordinated actions. The product is intended to synthesize company context, user behaviour, market trends, pre-launch intelligence and performance data to create a continuous performance loop that informs planning, execution and optimisation across channels. Smartly positions Synapse as a way for brands and agencies managing complex media budgets to reduce manual handoffs, speed decisions and improve campaign outcomes. The release reiterates Smartly’s scale claims—supporting 800+ brands and managing over $7 billion in ad spend—and lists strategic partnerships with major media platforms including Amazon, Google, Meta, Pinterest, Reddit, Snap, Spotify and TikTok.

Horizon Media and Smartly Integrate Blu Audiences for Performance

Horizon Media Holdings and Smartly announced an expanded partnership that integrates HorizonOS’ Blu audience segments directly into Smartly’s creative and campaign workflows via the Blu Audience API. Smartly is described as the first SaaS activation partner to bring Blu audiences into social, commerce, and connected TV (CTV) campaign workflows and Google. The integration connects audience intelligence to Smartly’s campaign optimization and creative capabilities, creating a feedback loop between audience signals, creative performance, and outcomes. Early campaigns reportedly showed nearly double the creative engagement versus standard audience approaches and a 35% reduction in cost per order. The announcement emphasizes cross-channel activation and tighter alignment between audience insight, creative, and media buying.

Horizon Media Adds Agentic Ad Buying to Horizon OS Blu

Horizon Media has extended its intelligence platform, Horizon OS Blu, with an agentic software layer that enables ad-buying AI agents to interact with agents from adtech partners and media companies. The integration supports partner agents from Innovid, Magnite, Vidmob, Smartly and others, as well as media-company agents from Fox, Disney, TikTok and NBCUniversal. Horizon says clients such as SharkNinja are already using the agentic layer to connect with retailers. The agents are designed to combine publisher audience insights, campaign performance data and measurement signals to accelerate and automate parts of the media-buying workflow, aiming to make buys faster and smarter through agent-to-agent coordination.