When we set out to rebuild our ad server, we wanted to try to build a more perfect selection process. As advertising budgets move to more programmatic buying, we felt the need to make that a primary way for ads to be delivered inside the ad server, while giving the publisher every control over the exchange like they would their own direct line items.
Much of this idea is what we describe as Dynamic Demand, which is essentially our way of allowing every demand source to compete for every ad request. In the early days of Ad Exchanges almost every company split their RTB and mediation layers. If the auction didn’t clear at a certain price, it was given to the Ad Networks. But this model was inefficient when dealing with ad networks that were not guaranteed to fill.
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It’s certainly great to be recognized for being a leader in your field, and we at Smaato are proud and humbled to once again be selected by AlwaysOn as an AlwaysOn Global 250 Private Companies winner. It’s the fifth straight year that we’ve been recognized by AlwaysOn for being at the center of mobile advertising and monetization. Read more »
Smaato is a San Francisco-based company that happens to have deep German roots – not to mention a shiny new office in Hamburg. For ten years, we’ve been combining German engineering with Silicon Valley innovation to create a mobile-first, globally-oriented mobile advertising platform. Our founders, Ragnar Kruse and Petra Vorsteher, have been extremely active in bridging the two countries’ cultures for those ten years as well, through deep connections with German and American educational, governmental and private enterprise organizations of many stripes. Read more »
Internet Week took over New York City last month from May 18-22, and Smaato was on the ground and ready to show the world what an innovative, next-gen mobile advertising platform looks like. To kick off this week-long celebration of technology, Smaato hosted a Mobile Programmatic event with presentations from our CEO Ragnar Kruse, along with Microsoft’s Global Sales Strategy Lead, Sharon Harris and Dstillery’s VP of Analytics, Lauren Moores. To commemorate our New York team’s recent move to the 42nd floor of the Empire State Building, the event was held on the ground floor of this historic building at the State Grill & Bar. Read more »