Finnish advertising technology firm Smartly has purchased London-based digital advertising firm Ad-Lib.

The size of the deal was undisclosed, but sources reported by the Wall Street Journal said that the deal was worth “more than $100 million”.

Ad-lib, founded in 2017, provides Google-focused advertising services.

Smartly said the deal will expand its reach beyond social media to include programmatic, CTV advertising, and the entire Google ecosystem.

Smartly claims its partners include Facebook, Instagram, Pinterest, Snapchat, and TikTok.

“Ad-Lib.io is a clear leader in the creative space by innovating on the mission-critical dimensions of workflow, automation, brand governance, personalisation and insight,” said Kristo Ovaska, chief executive and co-founder at Smartly.io. “Their knowledge of the Google stack is unmatched in the industry and combining that with Smartly.io’s deep understanding of Facebook and the social stack across creative, media, and data allows us to now serve customers across all major digital channels.”

He added: “Smartly’s customers include Uber Technologies, Under Armour, and eBay and the company reportedly processes more than $3.4 billion in marketer spending each year.”

Oli Marlow-Thomas founder and president at Ad-Lib.io said: “With brand marketers and agencies increasingly uniting their social and programmatic teams into integrated digital creative and media investment teams, this is a natural next step for both companies.”

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