Kovva vs Smartly

Kovva COO Talks AI Agents for Media Buying

In a podcast interview with AdExchanger, Tanja Mimica, COO and co-founder of agentic AI startup Kovva, discusses how AI agents can automate the manual, cross-platform workflows of media buyers. Kovva's agents integrate with around 50 tools including DSPs, social platforms, and verification partners, allowing buyers to receive automated briefings and gradually delegate tasks. Mimica emphasizes that while platforms like Meta and The Trade Desk optimize their own systems, the majority of a buyer's work happens between platforms, an area Kovva targets. The company maintains human oversight by requiring approval for all write actions and setting guardrails outside the agents. Kovva was founded to tackle the reconciliation, QA, and troubleshooting tasks that remain unautomated. Mimica also shares her career journey from veterinary practice to ad tech.

• Kovva is an agentic AI startup focused on automating media buying workflows.
• Kovva's AI agents integrate with around 50 tools including DSPs, social platforms, and verification partners.
• All write actions by Kovva agents require human approval.

Smartly Launches Intelligence Pro to Connect Campaign Planning, Performance and Incrementality

Smartly has announced the launch of Intelligence Pro, a new product that connects campaign planning, performance, and incrementality.

UK's The Times Tests Macro Payments for Standalone Content

The Times of London is preparing to test 'macro payments,' a new model allowing readers to purchase specific high-value content packages, such as annual guides, without a full subscription. Director of subscriptions Abs Ahmed outlined the strategy at a Digiday event, emphasizing that this approach targets occasional readers who are not ready to commit to a subscription. The initiative is expected to launch in the next few months, initially in the UK. The Times has identified a significant audience interested in flexible access, with over three-quarters of occasional readers showing appeal. The publisher also reports success with AI tools, including synthetic audiences for research, AI decisioning for personalized messaging, and Smartly for performance marketing, which cut acquisition costs by over 55%. The move comes as the publisher faces declining social and search referrals and increasing bot traffic.

• The Times of London plans to test 'macro payments' for standalone content packages.
• Testing is due to start within the next few months, initially in the UK.
• Over three quarters of occasional readers found flexible access appealing.

Smartly Appoints Kelly Uphoff as Chief Technology Officer

Smartly has appointed Kelly Uphoff as Chief Technology Officer, as announced in the newsroom on October 8, 2026.