Smaato’s Global Mobile RTB Report Finds Importance of Data Growing in Mobile Advertising
Report reveals rise of mobile RTB across all regions
San Francisco – February 5, 2014 – Smaato, the leading global mobile real-time bidding (RTB) ad exchange (SMX) and Supply Side Platform, today releases its global mobile RTB Insights Report for Q4 2013. The report, compiled from exchange data, auctions, bids and impressions served globally across Smaato’s RTB ad-exchange (SMX) and Supply Side Platform, showcases the growing importance of data in mobile advertising and the rise of mobile RTB on a global scale.
Smaato is the largest independent global mobile RTB ad-exchange and SSP. Smaato’s SMX platform helps 76,000+ publishers monetize their inventory across 190+ Ad Networks and Demand Side Platforms, SMX generates more than 500 billion bid requests and 49 billion+ ad impressions per month. Some of the key learnings and highlights from the quarterly report are:
Data drives eCPM’s higher
Through the efficiencies and technological advances of RTB ad exchanges, advertisers were better able to match brands and messages with their target audiences in Q4 2013. When location and device ID data are present in a SMX bid request, eCPMs increased by up to 264%. Presence of gender and age data increased eCPMs by more than 150% as well.
Demand for mobile publishers and developers is on the rise
The growth in mobile RTB continues to produce staggering numbers, as aggregate RTB performance on SMX saw a 466% increase throughout 2013. Furthermore, fill rates also grew significantly in Q4. The largest fill increases were seen in the U.S. market: +72% for ad networks and +106% for RTB respectively in Q4 in comparison to Q3.
Mobile RTB ad spend is the fastest growth channel going into 2014
In Q4 2013 the U.S. clearly led the global mobile RTB revenue followed by United Kingdom, Germany, and France. Certain APAC and Latin America markets have seen the largest % increase in ad spend. Some of the notable countries were: Brazil (+440%), Netherlands (+142%), Australia (+107%), and Canada (+92%) all experiencing double-or-triple digit RTB growth in Q4 compared to Q3.
Entertainment and CPG were the top spending advertiser categories
Furthermore, the advertiser category with the highest percentage of mobile RTB ad spending in Q4 was entertainment and media with 20%, followed by food and retail (18%), technology and telecom (18%) and business and finance (12%). Overall Q4 2013 saw increased brand attention and budget towards mobile RTB as data and targeting continuously improved.
To download the full report, please visit: http://www.smaato.com/reports
Real-time bidding was the growth engine for mobile advertising in 2013 at Smaato and reached the next level of efficiency and relevance in the market. It is also great to see increased shift in spend from some of the largest online demand players to our platform further validating the importance of the mobile-ready ecosystem,” said Ragnar Kruse, Smaato CEO. “This global mobile RTB report will help our mobile publishers, developers and demand partners gain deep analytical insights into market behaviors so that they can further understand and align their mobile and monetization strategies.”
Factual And Smaato Partner To Improve Mobile Ad Targeting With Rich Contextual Information
Los Angeles, San Francisco – December 3, 2013 – Factual Inc., the leading location data platform, and Smaato, the leading global mobile Real-Time Bidding ad exchange (SMX) and Supply Side Platform, today announced a strategic partnership. Smaato will leverage Factual’s Geopulse Audience solution in order to enhance mobile ad inventory in its RTB exchange, enabling advertisers to better reach their desired audience.
Advertisers can now target mobile campaigns against defined audience segments similar to those used in offline and traditional online advertising. Over 40 segments will be made available at launch with more being added over time. Example demographic data offered includes household income, gender, and age, as well as geographic information like zip code, and behavioral information such as business traveler, in-market auto buyer, and quick service restaurant diner.
To develop the audience segments, Geopulse Audience applies Factual’s extensive location data along with its deep data engineering and machine learning expertise to the vast amount of location data running through Smaato’s RTB exchange (SMX). Factual’s location data includes its Global Places data, covering over 65 million local businesses and points of interest across 50 countries and additional contextual data about geographic areas. By combining Smaato’s data with Factual’s data, Geopulse Audience can better understand mobile user behavior and use this understanding to develop audience segments.
Location is inextricably intertwined with mobile, and a proper understanding of location can be incredibly powerful if used to deliver personalized content to mobile users,” said Gil Elbaz, founder and CEO of Factual. “Smaato has established itself as a mobile leader with a strong history of innovation, and we’re excited to help them use location to create more value for their publishers, DSPs, and advertisers.”
Publishers running ad inventory through Smaato will benefit both from the increase in the value of their ad inventory driven by the audience segments as well as from the increase in relevance of the ads seen by their users. Demand Side Platforms (DSPs) and Ad Networks connected to Smaato will benefit by being able to offer their advertisers enhanced targeting capabilities. Advertisers will benefit by increasing the effectiveness of their ad spend by being able to better reach their desired audience.
Mobile ad targeting has traditionally been a challenge, but by collaborating with Factual, we are giving advertisers an easier, more intuitive way to reach their target audience,” said Ragnar Kruse, Smaato CEO. “Factual’s Geopulse Audience solution, with its huge depository of data and deep understanding of user demographics, makes them ideal partner to help advertisers improve engagement and boost campaign results.”
Smaato Nominated for 2013 Effective Mobile Marketing Award
San Francisco, California – October 30 , 2013 – Smaato, the leading global mobile Real-Time Bidding ad exchange and SSP, has been nominated for an Effective Mobile Marketing Award in the category for Most Effective Mobile Advertising Platform/Network, which honors achievement in the efficiency and effectiveness of the platform or network as a mobile advertising solution. This year’s awards attracted almost 250 entries across more than 20 categories. Smaato is nominated alongside Amobee, Vserv.mobi and last year’s winner, Fiksu, among others.
As a globally recognized Ad Exchange, Smaato is at the forefront of the rapidly growing mobile Real-Time Bidding and buying category. The company processes more than 20 billion bid requests per day, and is experiencing tremendous growth worldwide. Smaato is also the largest mobile monetization player with global presence outside North America in EMEA and APAC , which enables programmatic buyers access to more than 250M unique users. Smaato’s mobile technology is built on RTB specs with a flexible platform for more than 76,000 publishers on the supply side and over 200 demand side partners. Smaato was recently nominated for a Meffy’s Award in the technology category.
The 2013 Effective Mobile Marketing Awards Ceremony will take place at the London Film Museum on November 28.
We are thrilled to receive this nomination, and definitely excited to be in the middle of Mobile RTB and monetization growth phase.” says Smaato Senior Vice President Product Strategy, Ajitpal Pannu.
Smaato Nominated for 2013 Meffys Award for Technology Innovation
San Francisco, California – October 22, 2013 – Smaato, the leading global mobile Real-Time Bidding ad exchange and SSP, has been nominated in the technology category for a Meffys award, the global awards for mobile content and commerce.
Judged by an international panel of more than 40 journalists, academics, analysts, and VCs, the Meffys awards are acknowledged as the global benchmark for measuring success and rewarding innovation in mobile content and commerce.
As a globally recognized Ad Exchange, Smaato is at the forefront of the rapidly growing mobile Real-Time Bidding and buying category. The company processes more than 20 billion bid requests per day experiencing tremendous growth. Smaato is also the largest mobile monetization player with global presence outside America’s in EMEA and APAC allowing our programmatic buyers access to 250MM+ Uniques.
The 2013 Meffys are part of a two-day event connecting global mobile leaders in Silicon Valley. Day one’s Innovation Day at nestGSV in Redwood City is supported by Silicon Valley Bank and day two’s agenda focuses on global growth and monetization. Speakers from over 20 countries include CEOs from Shazam and Evernote as well as guest speakers from VISA Mobile, Mozilla, Facebook, Telefonica Digital, Singtel Innov8 and many more.
The Meffys award winners will be announced at a Gala Dinner on November 14, 2013 at the Intercontinental Hotel San Francisco, supported by Kaspersky Lab, Real Networks and Vserv.mobi. The awards will be hosted by Emmy-nominated and award-winning author and broadcaster, and Google’s Head of Media Outreach, Partnerships Lead and official spokesperson Daniel Sieberg. For more information about the Meffys Awards, please visit: www.meffys.com.
Being shortlisted in the mobile tech category amongst other nominees such as Layar, Mozilla and Qualcomm is an honor,” says Smaato CEO, Ragnar Kruse. “Smaato mobile technology is built on RTB specs with a flexible platform for our 76,000+ publishers on supply side and 200+ demand partners. We are the only player in mobile RTB category with DSP on-boarding technology automating the process down to days vs. weeks or months and getting recognized by Meffys in technology innovation validates our position.”
Smaato Selected by AlwaysOn as OnMobile Top 100 Winner
San Francisco, CA, October 01, 2013 – Smaato, the leading global mobile Real Time Bidding (RTB) ad exchange and mobile Supply Side Platform (SSP), today announced that it has been chosen by AlwaysOn as one of the OnMobile Top 100 winners. Inclusion in the OnMobile 100 signifies leadership amongst its peers and game-changing approaches and technologies that are likely to disrupt existing markets and entrenched players. Smaato was specially selected by the AlwaysOn editorial team and industry experts spanning the globe based on a set of five criteria: innovation, market potential, commercialization, stakeholder value, and media buzz.
This exclusive event gathers the Global Silicon Valley’s brightest minds at the historic Fox Theatre in the heart of Silicon Valley for a lively exchange on the top trends and most lucrative entrepreneurial opportunities in mobile.
“The number of connected devices numbers in the billions, bringing the long-cherished vision of the Internet of Things into today’s reality. The synergistic relationship between mobile application deployment and cloud infrastructure is becoming the mainstay of the computing world—and opens up a new venue for innovation,” says Tony Perkins, founder and editor of AlwaysOn. “This year’s OnMobile 100 winners represent the companies that are connecting devices, running vital consumer and enterprise applications, and propelling technology into the future. The Global Silicon Valley will continue to nurture the companies developing the products and services that bring users together wherever and whenever they are.”
We’re pleased to be recognized as one of the world’s most innovative and enterprising mobile companies. We have been a pioneer in the mobile advertising market and pushed the envelope in RTB and even more recently in programmatic trading. We’re proud to be the leading global mobile ad exchange and will continue to keep developing the most advanced mobile advertising solutions for today’s market” said Ragnar Kruse, CEO of Smaato.
Carsten Ludowig heads EMEA Sales Team at leading global mobile RTB ad exchange Smaato
Hamburg, Germany – August 1st, 2013 – Smaato, the leading global mobile Real Time Bidding (RTB) ad exchange and mobile Supply Side Platform (SSP), has hired Carsten Ludowig as Vice President Sales EMEA to support the company’s rapid growth. Recognized as one of mobile advertising’s pioneers in Germany, Ludowig will bring his strong sales and business development background to Smaato to expand the company’s business in the region.
Based at Smaato’s EMEA office in Hamburg, Ludowig is responsible for all sales activity in the region. He leads Smaato’s publisher and demand team.
“Mobile and real time advertising have become media industries’ biggest growth stories in recent years and Smaato is combining both of them in one intriguing offer,” said Ludowig. “Mobile ad spends are set to double until 2014 in Western Europe alone. That makes it a really exciting time to drive a sales team in a company as ambitious and well-positioned in the mobile and RTB space such as Smaato.”
Ludowig has 17 years of experience in digital media sales with companies including Deutsche Telekom’s Interactive Media and Gruner + Jahr EMS where he generated digital advertising revenues with premium publishers and successfully built the company’s mobile advertising business from scratch. He was one of Mobile Advertisings Circle’s founding members. Ludowig joins Smaato from his previous position as Director Advertising and Partnerships at XING.
Carsten’s ability to build and steer successful revenue-driven teams that serve customers’ needs will help us to further strengthen Smaato’s position as the leading global mobile RTB Exchange. He is a trusted expert in digital and mobile sales and brings knowledge and expertise that Smaato and our partners will benefit from. There is a trend of centralizing global advertising spend on mobile devices and Carsten and his team will drive that spend to our RTB platform to solidify Smaato’s position as the leading global mobile RTB ad exchange” said Ragnar Kruse, CEO of Smaato.
Smaato Bolsters Sales Team with appointment of Andy Vogel as New SVP Premium Advertising
San Francisco, California – July 30, 2013 – Smaato, the leading global mobile RTB ad exchange, has hired Andy Vogel as the Senior Vice President of Premium Advertising in the Americas to support the company’s continuing global growth. Recognized as a leader in the development of revenue strategies for new and emerging businesses, Vogel has a strong experience in the digital and mobile sales.
Vogel is responsible for developing a premium brand sales team in the U.S. to drive high value advertising for Smaato’s publishers. He and his team are focused on growing premium ad units with Smaato’s publishers and raising high quality inventory for brands and agencies to house their premium advertising.
“Programmatic is becoming an essential part of the direct media buying channel for agencies and brands, and with mobile RTB growing at a much faster pace than online, it is even more important for leading mobile RTB exchanges to build a high-touch demand team,” said Vogel. “Brands and agencies are eager to learn and buy mobile media at scale while ramping their mobile advertising spend.”
Andy has a wealth of experience in the digital sector and this will help Smaato to capture those direct advertising dollars and deliver high returns for its app publishers and developers. His proven track record coupled with the fact that he has been on the boards of the Mobile Marketing Association, the IAB’s Mobile Center of Excellence, and Google’s Publisher Advisory Board means he will be a real asset to Smaato as we focus on growing our premium ad units and premium advertiser base further” said Ragnar Kruse, CEO of Smaato.
Smaato is integrating mobile demand platform Adsmobi to drive global mobile real-time bidding revenue
San Francisco, New York – July 25, 2013 – Smaato, the leading global mobile Real Time Bidding (RTB) ad exchange and mobile Supply Side Platform (SSP), announced today that it is integrating mobile direct demand platform Adsmobi into the Smaato programmatic demand team to drive global mobile real-time bidding revenue under one unified Smaato Media Demand team.
Since Adsmobi launched in February 2010, the company has seen three consecutive years of revenue growth with Headquarters in New York and offices in Hamburg, London and Singapore.
“Adsmobi is now fully integrated into the mobile RTB ad exchange Smaato as we see a shift to programmatic buying in the mobile advertising industry and more brand advertisers moving their
marketing budgets into RTB every day.” said Ramy Yared, Founder & MD of Adsmobi. The experienced new Smaato Media Demand Team will help to further strengthen partnerships with DSPs connected to the RTB platform.” Yared added.
By integrating the Adsmobi team into Smaato, our demand and supply partners will greatly benefit from synergies on both sides of the mobile RTB ecosystem. This will further strengthen our leadership role in the mobile advertising industry as brands shift their focus on mobile advertising spend. Our unified demand and supply sales teams will work on building and supporting preferred partnerships with publishers and DSPs to rapidly drive mobile RTB revenue on a global scale” said Ragnar Kruse, CEO of Smaato.
Smaato selected as AlwaysOn Global 250 Winner
San Francisco, CA – July 18, 2013 – Smaato, the leading global mobile RTB ad exchange today announced that it has been selected as AlwaysOn Global 250 winner, being one of the most promising private companies in the global Internet-based sectors. Inclusion in the AlwaysOn Global 250 signifies leadership amongst its peers and game-changing approaches and technologies that are likely to disrupt existing markets and entrenched players in the Global Silicon Valley.
Smaato was specially selected by the AlwaysOn editorial team and industry experts spanning the globe based on a set of five criteria: innovation, market potential, commercialization, stakeholder value, and media buzz. Smaato will be honored at AlwaysOn’s 11th annual Innovation Summit at the Computer History Museum on July 23th, 2013.
“This year’s AlwaysOn Global 250 is seeing an unprecedented shift from desktop to mobile” says Tony Perkins, founder and editor of AlwaysOn, “and Smaato is recognized as an industry leader in programmatic buying within the mobile advertising ecosystem. “ says Perkins.
It is an honor to be validated by industry experts as a global leader in mobile advertising and as one of the most promising private companies in the global Internet-based sectors. With the launch of our RTB ad exchange platform last year, we have seen tremendous revenue growth rates and dramatically increased our businesses with advertisers and publishers on a global scale. Programmatic trading will become a key driver for mobile advertising revenue in 2013 and we are proud to be driving this growth.” said Ragnar Kruse, CEO of Smaato.
Leading Global Mobile Real Time Bidding Exchange Smaato Hits $110M Annual Revenue Run Rate
San Francisco, CA – July 16, 2013 – Smaato, the leading global mobile Real Time Bidding (RTB) ad exchange, announced today that the mobile ad spend transacted through its global RTB platform has hit a $110M annual run rate this month. This milestone underscores the massive impact of real-time bidding on the revenue growth in the mobile advertising industry. Since the second quarter of this year, Smaato’s monthly revenue transacted by RTB has doubled.
The huge growth rates of Smaato’s RTB ad exchange is not only a local, but a global phenomenon. Today, India is the largest RTB revenue generator behind the US with the entire Asia-Pacific region increasing their real-time auctions by more than 50 percent within one single month. Mobile programmatic trading has become even more successful for publishers using Smaato’s publisher platform because it helps both publishers and app developers obtain competitive CPM’s and fill. Within the last six months, Smaato’s supply partners across the top EMEA markets (Germany, France, Italy, UK, Russia) experienced eCPM uplifts of up to 110 percent since integrating into the Smaato RTB Platform.
Mobile RTB has finally arrived. We could not have imagined that we would reach a $110M revenue business within this short of a timeframe. We expect that programmatic media buying will become even more important on a global scale for large brand advertisers and drive the whole mobile advertising ecosystem to the next revenue level,” said Ragnar Kruse, CEO of Smaato.
Smaato adds Product Visionary Ajitpal Pannu as new Senior Vice President of Product Strategy
San Francisco, CA – May 14, 2013 – In a move to ensure continued growth and leadership in the mobile advertising world, leading mobile RTB Ad Exchange, Smaato Inc., has recently hired Ajitpal Pannu as its new Senior Vice President of Product Strategy. In his new role, Pannu will take charge of the product roadmap for the organization, leading Smaato’s different offerings among itspublisher and demand partners.
Pannu brings to Smaato more than 12 years’ experience in digital advertising and ad monetization technology. Previously he was the VP of Business Development for OpenX, and before that a key stakeholder at OpenX, Adify and DoubleClick.
Pannu looks forward to diving deeper into the mobile industry and grow with the booming segment. His new leadership position will help Smaato further realize its goal of continuing to be the leading and most effective mobile RTB Ad Exchange.
Mr. Pannu’s extensive knowledge and experience in RTB and Display monetization products for both Supply and Demand will be an enormous asset to Smaato. Both our publisher base as well as demand partners will benefit dramatically from the leadership and guidance he will bring to the team. We are looking forward to the great things he will bring to our organization,” said Ragnar Kruse, CEO of Smaato.
Smaato announced as a 2013 OnMedia 100 Top Private Company
San Francisco, Singapore, Hamburg, Germany, March 15th, 2013 – Smaato, the leading global mobile ad exchange for developers, has been announced as a 2013 OnMedia 100 Top Private Company. Smaato was selected in the B2B, Advertising Networks category.
The OnMedia award is highly regarded, for privately held companies that are looking to the future of their industry by disrupting digital media, social commerce and the advertising world with their product and service offerings, as well as creating a high growth business, offering huge upside for potential investors. This year’s award was chosen after deep analysis into each of the candidates businesses by the AlwaysOn editorial team, as well as a number of investment partners and industry experts from across the globe.
Smaato takes this recognition with great pride in response to the hard work and collaborative effort the team has put in, not only over the past year, but the life of the organization. Being a leader and innovator in Real-Time Bidding (RTB) for mobile, Smaato has positioned itself as the mediation platform of choice for over 70,000 app developers and publishers, with 50+ Demand Site Platforms (DSPs) and 90 ad networks.
Smaato and the other Top 100 private companies will be honored on March 18th at OnMedia’s 2013 “Where Silicon Valley meets Madison Avenue” event in New York City. The event will host executives from disruptive companies in the marketing, branding, advertising and PR industries. Smaato CEO Ragnar Kruse will be a panelist at 11:30am on Tuesday, March 19th at “The State of the Advertising Game” panel.
This honor really shows that Smaato is the leading mobile advertising technology company. Mobile RTB is on the fast track and Smaato is leading it. At the end of 2013, advertisers will be able to reach more than half of the US population via mobile thru RTB exchanges within a given month. Mobile is becoming an alternative to TV,” stated Ragnar Kruse, CEO and founder of Smaato
Smaato’s New SDK for Windows Phone 8 with MRAID Compliance Opens the Door for Higher Paying Rich Media Ads
Mobile World Congress, Barcelona, Spain – February 25, 2012 – Smaato, the leading global mobile ad exchange, announced the release of the Smaato Advertising SDK for Windows Phone 8 with MRAID support, providing Windows Phone 8 Developers the opportunity to monetize with Rich Media Ads.
The build out of the Windows Phone SDK with MRAID support now enables Mobile Application Developers the opportunity to deliver rich media advertisements to their consumers. Rich Media ads, coupled with Smaato’s state of the art RTB program means much higher eCPM’s and revenue for publishers. Just in RTB alone, without the delivery of Rich Media Ads, Smaato has seen an eCPM uplift of about 125% (non RTB to RTB) on the Windows Phone Platform. Inclusion of rich media format availability for Windows Phone 8 will offer a unique and vast opportunity for WP8 application developer’s to monetize their traffic better than they ever have before.
Through Smaato’s dedication to the Windows Phone Brand developer’s community, the new SDK is now ready and available for download at http://www.smaato.com/sdks/
Windows Phone gives developers a wide range of options to monetize their applications,” stated Todd Brix, General Manager, Windows Phone Apps, Microsoft Corp. “Smaato delivers even more monetization options through the rich media ad support in its SDK for Windows Phone 8.”
The efficiencies created by RTB will further contribute to the growth of rich media and mobile video advertisements because of their high level of consumer engagement and interaction. These ad formats, combined with geo targeting and behavioral data will drive the relevance of mobile advertising for local, mobile commerce,” stated Ragnar Kruse, CEO Founder of Smaato in regards to his thoughts on where the future of mobile advertising lies.
Smaato Partners with IQzone To Generate Incremental Revenue for Android App Developers and Publishers
Mobile World Congress, Barcelona, Spain – February 25, 2012 – Smaato, the leading global mobile ad exchange, today announced a partnership with IQzone, a technology company specializing in post app mobile advertising solutions. IQzone’s PostitialTM mobile advertising solution generates incremental revenue for Android app developers and publishers.
This unique advertising technology creates a new ad slot for performance or branding campaigns that enables display of MPUs, full screen interstitial, rich media, and video ads without interrupting the user experience. The Postitial ad slot delivers increased engagement and high value eCPMs to publishers, maximizing mobile app monetization potential.
We are excited to be partnering with Smaato in launching IQzone’s Postitial advertising unit. Smaato is the industry’s leading Supply Side Platform and combines mobile advertising leadership with innovation in the space. This enables IQzone to instantly scale its Postitial advertising unit, giving Smaato publishers higher eCPMs and giving Ad Networks and DSPs access to incremental in-demand inventory”, stated IQzone President and CEO Jim Wolfinger.
The mobile advertising industry is a very dynamic industry with high paced technological innovation. You need the latest in technology and features in order to play a leading role in RTB-enabled mobile advertising, therefore we are always looking for partners with innovative, state-of-the-art solutions. Partnering with IQzone enables Smaato to offer a plug-and-play post app mobile advertising solution for Android smartphones and tablets. Through this technology, user experience will be enhanced which will lead to higher monetization and significantly higher eCPMs for our publishers,” stated Smaato’s COO Georg Fiegen.
Smaato Takes 2013 Mobility Award
San Francisco, Singapore, Hamburg, Germany, January 16, 2013 – Smaato, the leading mobile RTB ad exchange and ad optimization platform for fast-growing application developers, has been awarded a 2013 Mobility Award for Mobile Advertising as Best Mobile Ad Network by MobileTrax, a leading mobile and wireless industry analyst firm, at CES in Las Vegas.
The 2013 Mobility Awards were selected by 61 industry-leading press and analysts who cover the mobile and wireless market. They recognize the mobile computing and wireless data communications products and services that have had the greatest impact on the industry in the last year. With the launch of its real-time bidding (RTB) platform in June 2012, Smaato has demonstrated the benefit of its 7 years of experience in the sector, and with this, guaranteed easy demand side platform (DSP) integration through its connections to 40 DSPs and more than 90 ad networks.
The Mobility awards have honored the brightest innovators in mobile computing and wireless data communications products and services for the past 17 years, stated J. Gerry Purdy, Ph.D., principal analyst with MobileTrax LLC. “Again, this year there was stiff competition for the Mobile Ad Networks category and we congratulate Smaato for standing out in the market with its RTB exchange offering.”
Winning this award is a real achievement in such a crowded mobile advertising market. Smaato’s recognition of its global leadership and Real Time Bidding (RTB) expertise is a validation for our strong technology investment and global focus,” stated Ragnar Kruse, Co-Founder and CEO of Smaato.
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