An Interview with Jakob Christerson

About Smaato

The State of Mobile In-App Advertising and its Relevance Today

3 Minute Read |



Today we are joined by fellow Smaatie Jakob Christerson. Jakob is an Account Director here at Smaato, managing Publisher Sales. He’s sharing his insights on the state of mobile in-app advertising, as it continues to evolve.


Hi Jakob! Thanks for joining us. We’ll dive right in. Can you tell our audience why you think mobile is such a powerful medium?

The promise of mobile as a medium for reaching consumers has always been there; the core differentiator with an interactive device that one carries and uses all hours of the day offers a unique edge. The wide adoption and usage of mobile is at an all-time high, and continues to grow.

Mobile will continue to play an essential part in the coming era of digital advertising, as more and more time is spent on mobile devices.


Can you tell us a little bit about the challenges faced with mobile-in app advertising?

Despite the many advantages, there has been hesitancy among marketers in the past. Those of us who work in this industry segment can relate to the challenges we’ve had to face in building trust in the market. In the past, high instances of ad fraud seeded distrust in the marketplace.

Luckily, the industry has since made big strides. We’re proud of the work we’re doing at Smaato to prevent mobile ad fraud, and to ensure brand safety and ad viewability.Buyer education and industry collaboration has been paramount to the evolution and successes with in-app advertising.


With that in mind, what does the market look like today?

Today, marketers can find comfort in the wide adoption of the IAB certified OM SDK for viewability, app-ads.txt and sellers. json implementation supporting the transparent marketplace and a rapidly growing industry adoption of in-app header bidding to improve scale with campaigns.

As the in-app segment reached a level of maturity, recent industry changes concerning limitations with targeting using GAID and IDFA will provide new opportunities for market collaboration. Publishers and SSPs will need to partner with advanced buying technology to address users in the right context at the right time.


Speaking of the future of mobile in-app advertising…what do you think it looks like?

Brands and advertisers will need to confront the changes in consumer paths spurred by the pandemic, and work more closely with the sell side on new, creative ways to unlock the full potential of mobile in-app advertising.

The future of in-app advertising is set to guarantee more control for publisher’s own data, and provide users with more immersive, relevant, and highly interactive experiences on their devices.


How can Smaato help publishers and advertisers reach their in-app advertising potential?

Smaato has seasoned expertise in mobile advertising and we have continuously stayed relevant for our customers. Last year, we became an omnichannel platform with a free-to-use ad server. This offering is coupled with our exchange demand, plus we give publishers the ability to bring their own demand.

We also offer a header-bidding solution powered by Prebid. Our powerful, modular SDK has many new exciting features launching in 2022. At Smaato, our focus is on performance, future proofing and giving controls back to the publisher. As we continue to grow and expand our offerings, we’re excited to equip publishers with the tools they need to develop a strong in-app monetization strategy (and more).


Thanks, Jakob! It was a pleasure chatting with you. Publishers, are you interested in monetizing your in-app content? Learn about our complete omnichannel monetization platform here.

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