Company News and Events

What We Saw at MWC 2019: Topics, Trends, and More

2 Minute Read | March 6th, 2019

Anthony Karge

Anthony Karge
Content Marketing Manager

MWC 2019 in Barcelona is at an end, but the hottest topics from the show will be talked about for a long time to come. Our team was on the ground in Barcelona to meet with partners, as well as discuss the future of mobile advertising with visitors to our booth. The conversations we had varied, but there were a few common topics that we heard repeated throughout the four-day event. Here’s what some of our team members had to say:

Foldable Phones

“There were lots of cool phones and smart watches revealed at MWC, but the foldable phones got the most attention. I didn’t have the chance to try out the foldable phones from Huawei and Samsung, but I’m looking forward to seeing if they will catch on. These foldable phones are definitely expensive at the moment, but they have the potential to change up the industry. Time will tell if they’re just a gimmick or not.”

Vanessa Fleischer

Global Events Lead

In-App Header Bidding

“While you couldn’t see much about header bidding on the show floor at MWC, it was still a big topic amongst the mobile advertising people in attendance. Although the desktop and mobile web versions of header bidding are clear enough, in-app header bidding is causing some confusion. There’s a lot of interest in flattening the waterfall of programmatic advertising, but mediated auctions being incorrectly labeled as in-app header bidding is misleading. Fortunately, this year will see real header bidding brought to apps, which should clear up some of the confusion.”

Aymen Hermi,

Senior Product Manager

5G and Video

“5G was one of the big themes in Barcelona and it’s something that both we and our partners are very excited about. Video has been growing dramatically on the Smaato platform, and having faster mobile Internet speeds means that video can grow even quicker. All the big US carriers released their plans to roll out 5G, so it looks like quite a few markets will have the technology by this summer.”

Ola Karczmarczyk

Account Manager, Supply EMEA

Augmented Reality

“Judging by what we saw at MWC, it looks like augmented reality is going to be taken seriously from now on. Remember the enormous hype from Google Glass earlier this decade? That hype might finally be realized thanks to Microsoft. While there have been fun applications of AR in the past, like Snapchat filters and Pokemon Go, most people didn’t see how AR could be used practically. Microsoft’s new HoloLens 2 is getting rave reviews and looks like it can really push AR further. The AR market is growing fast and Smaato sees the potiential of monetizing AR apps of all different types.”

Nabil Chouaieb

Senior Product Manager

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