Smartly.io is an EU leader in providing technology-driven advertising and they are acquiring Ad-Lib.io for over $100 million to improve their visibility. Previously Smartly.io has focused on advertising on many of the Meta platforms, such as Facebook and Instagram, but have branched out into TikTok and Pinterest as well. This acquisition is mainly targeted at creative tools in the google suite of platforms. Smartly.io’s current customers are Uber, Under Armor, and eBay, and they believe synching social on Facebook and Google will help their brands. Smartly.io specializes in delivering an ad to the perfect audience with precision timing and a wider swathe of available space and technology will help that. This acquisition will help Smartly.io capitalize on the growing demand for digital advertising which is expected to be nearly 65% of total ad spending this year. Facebook, Amazon, and Google dominate the space comprising between 80-90% of digital ads outside of China.