Viralspace uses artificial intelligence (AI) to help make data-driven decisions about advertising and make predictions about advertising performance. Terms of the acquisition have not been disclosed.

The acquisition will bolster Smartly’s range of data products for the advertising industry. Smartly helps customers publish ads across formats and social channels and uses predictive algorithms to boost conversion rates.

Kristo Ovaska, chief executive and founder of Smartly, said: “When the algorithms brands have long relied on are failing them, creative becomes an increasingly valuable lever to pull.

“It’s the silver bullet needed to drive performance, but powerful performance improvement requires superior technology.”