Reflecting on’s Next Phase of Growth

Kristo Ovaska Dec 18 2019 2 PM | 2 min read

Over the past years we have had the pleasure to work with some of the most advanced and talented advertisers who have helped us build our product and service to where it is today. Tuomo and I founded six years ago, and today we are a team of more than 350 Smartlies across 16 global offices. I am extremely happy to announce that we have reached an agreement for  a majority investment of €200 million by Providence Equity Partners (“Providence”), a leading American private equity firm that specializes in media, communications, education and information industries.

This partnership will help accelerate our growth through acquisition and organic investment to continue building’s leading multi-platform advertising solution that combines creative production and ad buying. Angel investors and Lifeline Ventures Highland Europe have enabled us to grow with direct-to-consumer brands in Europe. Now, it is time to expand and in addition to digital natives, focus also on Fortune 500 companies and more traditional verticals like auto, retail and travel, who are only starting to automate their creative processes.

At the same time, we’ve welcomed a new strategic and experienced leader, Providence operating partner Laura Desmond, former CRO of Publicis and CEO of Starcom and Adobe and DoubleVerify board member,  as chair of the board. Laura joins our board having previously worked closely with some of the biggest and most successful marketers worldwide in addition to a host of emerging consumer brands - including Samsung, Coca-Cola, Visa, Bank of America, P&G, Airbnb, Spotify, EA Sports and Twitter. Desmond has spent  considerable time with advertising and marketing platform, technology and software companies such as Facebook, Google, LiveRamp and Tencent.

Our Vision enables advertisers to manage and optimize their creative and ad operations across Facebook, Instagram and Pinterest. With the creative suite of tools in the platform, marketers bring the brand and performance advertising teams closer as well as bridge the gap between creative and ad buying silos. 

I envision as the number one digital advertising platform for marketers. We want to help performance, brand, and creative teams to leverage enhanced creative capabilities to supercharge and optimize their campaigns. This new partnership with Providence allows us to continue innovating to better serve our clients as their social media advertising needs evolve. 

I am excited for the future of online advertising and looking forward to work together with Providence - together we will continue to unlock greater performance and creativity for our customers. You can read the press release here and more on the partnership here.


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Kristo Ovaska
CEO and Founder

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