Smartly.io’s Acquisition of Ad-Lib.io

In UK Bird & Bird, advised on the matter.

Bird & Bird advised Ad-Lib.io with a team including Mark Rundall (Picture – Corporate M&A).

Ad-Lib.io has been acquired by ad-tech company Smartly.io for approximately USD$100 million. Headquartered in London but with offices around the world, Ad-Lib.io offers marketers tools for Google’s advertising platforms and YouTube ads.

Helsinki-based Smartly.io focuses on paid social media advertising on the Meta Platforms Inc. including Facebook and Instagram, along with Pinterest, TikTok, and Snapchat. The acquisition was driven by an exponential increase in digital advertising due to Covid-19 and the growth of online shopping. Smartly.io is focused on building their offering for paid social on both Facebook and Google.

An international team at Bird & Bird advised on the transaction, led by Corporate partner Mark Rundall (Picture), senior associate George Mason, and associate Ed Reardon (all UK).

Involved fees earner: George Mason – Bird & Bird; Edward Reardon – Bird & Bird; Mark Rundall – Bird & Bird;

Law Firms: Bird & Bird;

Clients: Ad-Lib.io;

Author: Giulia Di Palma