Spora et. al. (2011) stated that business organizations must have objectives based on SMART criteria to be successful. In other words, SMART goals increased the likelihood of success and effectiveness of the business organization (James, 2013). SMART objectives are those that meet the SMART criteria which aim to evaluate the organization's objectives based on five different parameters: Specific, Measurable, Attainable, Realistic and Time-bound. The objectives are evaluated on these five parameters to identify and evaluate their effectiveness. AdTaily goals are evaluated based on the SMART criteria in the table below. Company Goals: SMART Criteria: Develop a current, effective and universal tool that combines the power of the advertising network, could be used to collaborate with external clients. Specificity: the objective lacks specific criteria, for example the target audience is not specified; tools that combine the power of ad networks are not