Integration activates HorizonOS’ Blu audiences inside Smartly’s creative and campaign workflows across social, CTV, and Google
Smartly, the AI-powered advertising technology platform, and Horizon Media Holdings, parent company of the world’s largest independent media agency announced an expanded partnership that makes Smartly the first SaaS platform activation partner to bring Blu audience segments directly into social, commerce, and connected TV (CTV) campaign workflows via Blu Audience API.
“By bringing HorizonOS’ Blu audiences directly into Smartly, we’re helping brands move faster from insight to activation in real time, and turn that into stronger performance across every channel.” – Laura Desmond, CEO, Smartly
The integration enables advertisers to connect Blu audiences with Smartly’s campaign optimization and creative capabilities, helping brands reach high-value consumers more effectively while building a continuous feedback loop between audience intelligence, creative performance, and campaign outcomes.
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The partnership is already delivering measurable results. In early campaigns, Smartly delivered nearly double the creative engagement compared to standard audience approaches, while reducing cost per order by 35%.
“Audience intelligence is even more valuable when you have the ability to quickly act on it. By bringing Blu audiences directly into Smartly, we’re helping brands move faster from insight to activation in real time, and turn that into stronger performance across every channel,” said Laura Desmond, CEO, Smartly.
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“The Blu Platform represents years of investment in understanding how people actually make decisions,” said Bob Lord, President, Horizon Media. “Partnering with Smartly means that intelligence no longer stops at the insight stage, it travels all the way through to the creative and the buy. For our clients, that’s the difference between knowing your audience and actually winning them.”
The announcement reinforces the position of both Horizon Media and Smartly at the forefront of a fundamental shift in how advertising works, one where audience intelligence, creative, and media execution no longer operate in isolation, but as a single, connected system driving measurable business outcomes.
