Observed Signal · Jun 22, 2026 · Product Launch · Source: Business Wire: AdTech · Impact: 3/5 · Sentiment: Positive
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.
New AI orchestration capabilities from an AdTech vendor can influence how creative, media and performance data are unified and automated; relevant to marketers and agencies but not a platform-level policy or major-platform technical release.
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Key Takeaways & Evidence Grounding
- Smartly introduced Smartly Synapse on 2026-06-22 as an intelligent AI orchestration and memory layer.
- Smartly Synapse powers Smartly AI Agents by synthesizing campaign data, business context, user input, market trends and performance data.
- Maxwell Tang, Chief Product Officer at Smartly, is quoted describing Synapse as the memory and orchestration layer behind Smartly’s AI agents.
- Smartly states it supports 800+ brands and manages over $7 billion in ad spend globally.
- Smartly lists strategic partnerships across major media platforms including Amazon, Google, Meta, Pinterest, Reddit, Snap, Spotify and TikTok.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Smartly to Acquire INCRMNTAL for Enhanced Marketing Insights
Smartly has entered into a letter of intent to acquire INCRMNTAL, an AI-powered incrementality measurement platform that provides real-time insights into the incremental impact of marketing investments across channels without relying on user-level data or tracking. Smartly says the integration will convert INCRMNTAL’s real-time incrementality signals into planning and optimization within its platform, enabling marketers to more quickly direct spend across social, commerce, and premium CTV. Smartly CEO Laura Desmond is quoted emphasizing the importance of connecting business outcomes to media and creative optimization in real time. INCRMNTAL’s methodology analyzes natural campaign fluctuations and complements MMM and MTA tools.
Smartly Integrates with Amazon DSP for Enhanced CTV Advertising
Smartly announced an integration with Amazon DSP that lets advertisers extend Smartly video campaigns to Amazon’s premium Connected TV (CTV) inventory — including Prime Video and Fire TV — as well as third‑party publisher inventory. The integration is available globally, with additional features scheduled to roll out later in 2026. It brings AI-powered creative optimization and personalization into CTV workflows, enabling advertisers to create, manage and optimize Amazon DSP campaigns within Smartly alongside social campaigns, with real‑time performance visibility and cross‑channel measurement to inform budget reallocation and incremental reach analysis. Smartly and Amazon Ads executives highlighted the efficiency, expanded reach, and measurement benefits for advertisers.
Smartly Set to Acquire INCRMNTAL for Enhanced Measurement Tools
Smartly has signed a letter of intent to acquire INCRMNTAL, an incrementality measurement startup founded in Tel Aviv in 2019 that emphasizes causal lift over user-level tracking. Smartly CEO Laura Desmond said the transaction is expected to close within a few weeks; INCRMNTAL’s roughly 25 employees, including co-founders Maor Sadra and Moti Tal, will join Smartly’s more than 900 employees. Smartly intends to integrate INCRMNTAL’s "always-on" incrementality signals into its optimization and creative orchestration tools so near-real-time lift estimates can drive decisions about creative rotation, budget allocation, channel mix and audience targeting. Smartly — which acquired creative startup Ad-Lib.io in 2022 and runs hundreds of billions of creative assets annually, with video representing over half of its creative — positions the deal as part of a shift toward real-time, predictive measurement complementary to MMM and MTA.
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