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Smaato Announces SPX: The Smaato Publisher Platform

Mobile-First Free Publisher Ad Server Featuring First Ever Dynamic Demand Technology

San Francisco, Calif. – January 21, 2015 – Smaato, the leading global mobile Real-Time Bidding (RTB) Ad Exchange (SMX) and Sell Side Platform, announced the worldwide release of The Smaato Publisher Platform (SPX). SPX is a free, full-featured publisher ad server built from the ground up for a mobile-first world. The new platform enables app developers and digital publishers to immediately monetize their properties by delivering target consumers to advertisers, based on real-time data. SPX puts full monetization controls directly in the hands of the publisher and connects them to Smaato’s RTB ad exchange (SMX) and complete ad network mediation stack.

SPX manages all types of direct and indirect buying models and features groundbreaking Dynamic Demand delivery logic. With Dynamic Demand, SPX creates a ‘super auction’ where the best available demand source is evaluated in real time for every impression. Dynamic Demand considers all publisher direct sold/guaranteed campaigns, RTB demand, and ad network demand in order to maximize yield in real time on an impression-by-impression basis.

Ease of Use for Maximum Monetization

SPX features advanced targeting options, easy to use reporting, and a flexible, easy to understand user interface. The new platform is a complete solution for global mobile monetization, connecting publishers to almost 400 global demand sources. SPX gives publishers full pricing and targeting controls, a simple three-step set up process, and built-in optimization automation. And in a bold step for the industry, SPX charges no ad serving fees.

“Advertisers are thirsty for more relevant ways to engage with their consumers who are spending more than 50% of their Internet usage time on mobile devices,” said Ragnar Kruse, Chief Executive Officer, Smaato. “Mobile Application Developers and publishers seek to monetize their applications based on content, context and formats (video, rich-media, native etc.) while keeping control of user experience and content that made them successful in the first place. Smaato’s SPX platform allows for both, providing developers and publishers with the ability to automate advertising revenue and deliver targeted information about products and services that are relevant to their consumers and users.”

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“Advertisers are thirsty for more relevant ways to engage with their consumers who are spending more than 50% of their Internet usage time on mobile devices,” said Ragnar Kruse, Chief Executive Officer, Smaato.


Press Releases


Smaato Experiences 140% Growth in Mobile Programmatic Advertising With a Global Reach of 540 Million Unique Visitors Per Month in 2014

Diverse Publisher Inventory and Campaigns Optimized for Mobile Enable Audience Hyper-Targeting for Global Brands and Advertisers

San Francisco, (BUSINESS WIRE). – December 23, 2014 – Smaato, the leading global mobile Real-Time Bidding (RTB) ad exchange (SMX) and Sell Side Platform (SSP), announced significant growth in 2014. Smaato more than doubled its demand side partners (DSPs) to 340+ from 120 in 2013. Smaato’s SMX now connects more than 80,000 publisher partners, 110 Ad Networks, and 230 DSPs.

Across the US, EMEA and APAC regions, Smaato boasts 540 million monthly unique visitors and an average of 120 billion monthly ad impressions — up from 40+ billion monthly ad impressions in 2013. Furthermore, 91 of the top 100 Ad Age brands appear on SMX with Consumer Product Goods as the largest buyer category. As a result, Smaato is the largest global mobile RTB ad exchange.

Smaato’s growth was fueled by increased demand from big brands and advertisers leveraging Smaato’s independent mobile-first platform and SSP for a wide array of inventory. This diverse inventory allowed optimization of their campaigns by leveraging new technology in the mobile programmatic marketplace.

“Big brand advertisers are starting to see beyond the black hole of self-fulfilling, user-generated platforms like Facebook and Twitter (MoPub),” said Ragnar Kruse, Chief Executive Officer of Smaato. “Brands are finding ways to optimize their mobile campaigns with a broader and more diverse supply of inventory that Smaato can offer. Our growing number of publisher partners deliver the most relevant content and audiences. With this data advertisers can better hyper-target in the global mobile market.”

SMAATO KEY GROWTH DRIVERS – 2014:

Diverse Platforms Offer Broader Audience Inventory

Smaato’s owned and operated advertising technology was built for mobile first publishers and application developers. This year, Smaato invested heavily in a supply side-focused platform, branded SPX, which provides supply partners a free mobile ad server with access and controls to Smaato’s Real-Time Bidding exchange (SMX) and its entire mediation network. 2014 heralded the importance of this platform for publishers who needed an independent mobile ad-tech partner not focused on serving their own inventory.

According to Smaato’s Chief Business Officer, Ajitpal Pannu, “SPX allows publishers to manage all direct and indirect campaigns including RTB and mediation, leveraging Smaato’s own Dynamic Demand logic. Globally, larger audiences across 80,000 publishers and a wide selection of applications now provide brands and advertisers more options beyond Facebook and Twitter.”

Anonymous User Data Yielded Higher eCPM on Smaato Exchange (SMX)

Smaato’s accelerated growth was also a result of higher advertising rates commanded from anonymous user data (e.g. location, age and gender data). When this data was made available in a privacy-safe manner to bidding advertisers, it yielded significantly higher eCPMs and fill rates for publishers. Publishers on Smaato’s platform can build, control and offer first-party data segments, similar to what Facebook does. However, unlike Facebook, Smaato does not tap into the same, user-generated content.

Mobile Advertising Spending Follows Exponential Growth in Smartphones

Smaato’s growth continues to be fueled by the install base of smartphones in the global market where 1 billion devices are projected to be added each year for the next three to four years. Recent eMarketer and Gartner studies predict that global mobile ad spending is on pace to rise another 75% to $31.5 billion this year. Consumers now spend 32% more time on mobile than on desktop. Aligned with that growth, the Smaato RTB exchange has experienced 466% growth YOY in RTB and 140% growth in RTB spending, excluding Q4 numbers. Marketers and advertisers are taking heed of the capacity of mobile programmatic advertising’s impact. Big brands, particularly those in the CPG buyer category, have paid attention to this trend. From Q2 2014 onward, CPG has been the largest spend category of RTB advertisers on the SMX exchange, according to data from Smaato’s RTB Insights Report.

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“Brands are finding ways to optimize their mobile campaigns with a broader and more diverse supply of inventory that Smaato can offer. Our growing number of publisher partners deliver the most relevant content and audiences. With this data advertisers can better hyper-target in the global mobile market.”


Mobile is the New Desktop in Programmatic Advertising with Brands Driving the Spend, According to Smaato RTB Insights Report

Q3 2014 Ad Spend Accelerates in CPG and Automotive

San Francisco, Calif. – November 6, 2014 – Smaato, the leading global mobile Real-Time Bidding (RTB) ad exchange (SMX) and Supply Side Platform (SSP), today released its global mobile RTB Insights Report for Q3 2014. The report is an in-depth analysis of worldwide exchange data, auctions, bids and impressions across Smaato’s SMX platform, which is globally connected to 337+ Demand Partners (138+ Ad Networks and 199+ Demand Side Platforms and Trading Desks) and boasts 91 of the Top 100 Ad Age Brands bidding on Smaato’s ad exchange. Smaato’s Q3 Insights highlight the top global advertising regions and industry sectors, with indicators on the growing deployment of data in mobile advertising worldwide and the growth of mobile RTB spending, compared to this same time last year.

Smaato owns and operates the leading global mobile RTB ad exchange and SSP, which serves 100 billion+ ad impressions per month to 450M+ unique visitors in US, EMEA and APAC regions.

According to Smaato SMX data, mobile programmatic spending has seen phenomenal growth over the last year, with programmatic spend on SMX growing by over 140% from Q3 2013. Based on this growth and according to projections from eMarketer, mobile programmatic spending is projected to surpass desktop programmatic advertising spend next year.

Additional findings from Smaato’s quarterly RTB Insights Report include:

The Consumer Products and Goods (CPG) category continued to dominate with 22% of the advertising spend in Q3 2014 – this is in line with last quarter’s trend with CPG hitting 25% in Q2 2014.

However, Automotive –which previously didn’t make a blip on the SMX map– contributed to 6% of the advertising spend in Q3 2014, making it the upcoming publisher category to watch in the year to come with the highest jump in number of impressions this time around.

“Whether it’s CPG or Automotive, this many categories vying for the top spot serves as proof that brand spending on mobile RTB advertising is here to stay,” said Smaato CEO Ragnar Kruse.

Real-Time Bidding is Making Inroads in Emerging Markets

While the mature advertising markets of the US, Canada, and UK contribute to 72% of the total RTB advertising spend in Smaato’s SMX platform, the data in Smaato’s report shows that Real-Time Bidding adoption in mobile advertising is picking up pace in emerging markets. There has been a massive growth in both the number of RTB impressions and RTB advertising spend in countries including Argentina, Brazil, China, India, Indonesia, Mexico, Russia, Thailand and Malaysia. In the Americas, Argentina at 991% saw the biggest increase in RTB impressions, as well as RTB spend at 4000%. In EMEA, Russia had the highest growth in RTB impressions at 1305%, while South Africa saw the biggest increase in spend at 472%. In APAC, Thailand saw the biggest increase in the number of RTB impressions at 313%, while Indonesia had the biggest increase in RTB spend at 1809%, further validating the advertiser’s need for first-party data in emerging mobile advertising markets.

Advertisers Value Anonymized User Data, not just 3rd-party Data

Most importantly, Smaato’s platform is a combination of an ad server, an RTB and exchange and an SSP. When app developers and mobile publishers provide user data like location, age, gender in a privacy-safe manner to bidding advertisers in SMX, the advertisers are willing to buy more impressions and pay more per impression, resulting in higher eCPMs and fill rates. The RTB Insights report reveals up to a 100% increase in eCPMs and fill rates when app developers pass first-party data and take control of building their own first-party segments of data in Smaato’s publisher platform, similar to what has been successful for Facebook as a publisher.

“Our Q3 data quantifies the trend in mobile ad spend soaring worldwide,” said Kruse. “The most successful advertisers are proving to be those who can harness and deploy ad spending data, whether it’s targeting certain categories or regions.”

During the 2014 ad:tech New York conference on November 6, 2014, Smaato will be presenting an analysis of RTB trends including those in this latest Insights report.

To download the full Smaato Q3 2014 RTB Insights Report, please visit: www.smaato.com/reports

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“Our Q3 data quantifies the trend in mobile ad spend soaring worldwide,” said Ragnar Kruse. “The most successful advertisers are proving to be those who can harness and deploy ad spending data, whether it’s targeting certain categories or regions.”


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Gutenberg Communications

Contact Person: JoAnn Yamani
Telephone: +1 408-781-5719
Email: joann@gutenbergpr.com

Contact Person: Liana Hawes
Telephone: +1 212-239-8477
Email: liana@gutenbergpr.com

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Smaato Inc.

Contact Person: Petra Rulsch (Director Communications Germany)
Telephone: +49 (160) 9449-4423
Mobile: +49 (40) 3480-9490
Email: petra.rulsch@smaato.com

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