Debevoise & Plimpton LLP has advised Smartly.io, the leading social advertising SaaS platform for creative and performance marketers, in its acquisition of Ad-Lib.io, the next-generation creative optimization platform.

The acquisition advances Smartly.io’s cross-channel reach from social to now include dynamic creative optimization across programmatic, CTV and the entire Google ecosystem.

Ad-Lib.io is a Google Certified Creative partner and currently works with 10 of the top 30 global advertisers. Smartly.io partners with all major social media platforms, including Facebook, Instagram, Pinterest, Snapchat and TikTok and works with more than 700 major advertisers globally.

For full details, see the official release here.

The Debevoise team advising Smartly.io was led by partner David Innes and included associates Clarissa McNerney and Zachary Sosah. Tax advice was provided by partners Gary Friedman and Richard Ward and associate Paul Eastham. Employment advice was provided by partner Franklin Mitchell and international counsel Christopher Garrett. Intellectual property advice was provided by associate Tigist Kassahun. Finance advice was provided by partner Pierre Maugüé and associate Almas Daud. Competition advice was provided by partner Timothy McIver and associates Anne-Mette Heemsoth and Megan Macdonald.