Press Releases 2014

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.

“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

“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.”


Smaato Launches Worldwide In-App Advertising SDK for Windows Phone 8.1

First Ad Exchange to Offer SDK of This Kind; Benefits Seen in Leading Companies Including Sprakelsoft

San Francisco, Calif. – September 4, 2014 – Smaato, the leading global mobile Real-Time Bidding (RTB) ad exchange (SMX) and Supply Side Platform (SSP), today announced its new SDK for Windows Phone 8.1. As the only partner at present to offer an SDK compatible with Windows Phone 8.1 and packaged as one download that supports both phone and tablet versions, Smaato provides app developers the opportunity to monetize their Windows Phone traffic the most effective way possible. The new SDK and Windows Phone 8.1’s offerings to app developers will be further discussed at tonight’s German American Business Association (GABA) event, “The Future of Advertising – What’s fueling the global mobile RTB growth,” being hosted by Microsoft and Smaato. The event, taking place at the Grand Hyatt San Francisco tonight from 6-9pm, will include hors d’oeuvres, drinks, and a panel discussion on the evolution of the smartphone and app market.

Smaato’s SDK for Windows Phone 8.1 delivers full-screen interstitials as well as improved ad size handling and several performance improvements. The new SDK is light, easy to integrate and ensures access to a larger variety of ad types and options than any other one. Moreover, Smaato’s global mobile Real-Time Bidding (RTB) ad exchange (SMX) provides the highest eCPM, combined with a high fill rate, thanks to Smaato’s extensive 260+ demand sources worldwide.

“We are thrilled to expand our offerings of SDKs with the new SDK for Windows Phone 8.1,” said Ragnar Kruse, CEO and co-founder of Smaato. “Windows Phone developers can now easily monetize their applications globally at a time when platform adoption is increasing worldwide.”

As Smaato’s Q2 2014 RTB report shows, auctions for Windows Phone increased by 12% in Q2 this year, compared to Q1 2014.

“Our challenge was to get a decent eCPM for our 20+ Windows Phone apps’ traffic,” said Benjamin Sprakel, founder of Berlin-based gaming and app developer Sprakelsoft. “Smaato has the highest eCPM we’ve found for Windows Phone OS. They offer a lightweight and easy-to-implement SDK, and it’s really easy! On top of this, it’s nice to communicate with the Smaato folks, who provide great support.”

The new SDK is now ready and available for download at: www.smaato.com/sdks

“Our challenge was to get a decent eCPM for our 20+ Windows Phone apps’ traffic,” said Benjamin Sprakel, founder of Berlin-based gaming and app developer Sprakelsoft. “Smaato has the highest eCPM we’ve found for Windows Phone OS. They offer a lightweight and easy-to-implement SDK, and it’s really easy! On top of this, it’s nice to communicate with the Smaato folks, who provide great support.”



Global RTB Spend Continues Dramatic Growth, According to Smaato Mobile RTB Report

Quarterly Report Reveals Top Spending Advertiser Categories and Regions

San Francisco, Calif. – August 26, 2014 – Smaato, the leading global mobile Real-Time Bidding (RTB) ad exchange (SMX) and Supply Side Platform (SSP), today releases its global mobile RTB Insights Report for Q2 2014. The report is an in-depth analysis of worldwide exchange data, auctions, bids and impressions across Smaato’s SMX platform. It highlights the continued growth of mobile RTB in 2014 and the growing importance of data in mobile advertising across all regions.

Smaato owns and operates the leading global mobile RTB ad exchange and SSP. Smaato’s SMX platform serves 90 billion+ ad impressions per month to 450M+ unique visitors in US, EMEA and APAC regions.

In its new report, based on worldwide data sampled from SMX activity in Q2 2014, Smaato found that RTB spend grew 69% in Q2 2014, compared to Q1 2014. This quarter also saw a 456% increase in mobile RTB spending over the same quarter last year.

Additional findings from the quarterly report include:

The top publisher content category most in demand by advertisers

While entertainment and media remain one of the top advertising categories, with 24% of the overall revenue share, the food and retail category grew from 8% in Q1 2014 to 25% in Q2, overtaking entertainment and media as the top category with the highest spend from advertisers. A similar up-andcomer was found in…

China, where RTB spend grew more than any other individual region

“Brands are embracing RTB as a source for premium inventory,” said Smaato CEO Ragnar Kruse. “With programmatic advertising spend from new sectors like CPG and regions like China rapidly increasing, mobile ad spend is seeing a phenomenal growth, and that growth trend will continue in the foreseeable future.”

To download the full report, please visit: http://www.smaato.com/reports

“Brands are embracing RTB as a source for premium inventory,” said Smaato CEO Ragnar Kruse. “With programmatic advertising spend from new sectors like CPG and regions like China rapidly increasing, mobile ad spend is seeing a phenomenal growth, and that growth trend will continue in the foreseeable future.”



Smaato Selected by AlwaysOn as an OnMedia Top 100 Winner

Winners to Be Honored at OnMedia NYC on September 15

San Francisco, Calif. – August 21, 2014 – Smaato, the leading global mobile Real-Time Bidding (RTB) ad exchange (SMX) and Supply Side Platform (SSP), today announced that it has been chosen by AlwaysOn as one of the OnMedia Top 100 winners in the B2B: Advertising Networks category.

Inclusion in the OnMedia 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.

The winners will be honored at AlwaysOn’s OnMedia NYC event on September 15 at NASDAQ OMX in Times Square, New York City. The two-day executive event features CEO presentations and high-level debates on which forces are disrupting user behavior and creating new opportunities in the marketing, branding, advertising, and public relations industries.

“This year’s OnMedia 100 winners are building on successes in digital media and branching out into new territory, taking advantage of today’s advances in cloud computing and other on-demand services. Social commerce is flourishing, bringing prosperity to a wide variety of retail markets. Payment options are becoming even more user-friendly and secure. And advertising, marketing, and PR companies are using the recent data explosion to break down established practices and bring people what they want—exactly when they want it,” says Tony Perkins, founder and editor of AlwaysOn. “OnMedia 100 winners continue to open up new ways for consumers to connect with goods and services. Innovation in the digital media sector shows no sign of slowing down, and we predict even more growth and positive disruption coming during the next few years.”

The OnMedia 100 winners were selected from among hundreds of other technology companies nominated by investors, bankers, journalists, and industry insiders. The AlwaysOn editorial team
conducted a rigorous three-month selection process to finalize the 2014 list.

Details about the OnMedia 100 program and the full list of winners are available at: http://aonetwork.com/blogs/Announcing-the-2014-OnMedia-100-Top-Private-Companies

“We are extremely proud that Smaato is a 2014 OnMedia 100 winner,” said Smaato CEO Ragnar Kruse. “We believe this award represents Smaato’s dedication to transforming advertising into an exciting, new ecosystem with innovative technology.”



Smaato Raises US$ 25 Million to continue investment in its Global Mobile RTB ad-exchange and SSP Platform

Singapore Press Holdings to Fund Smaato´s Platform Development as part of a Series E round

Hamburg, Germany – August 5, 2014 – – Smaato, the leading global mobile Real-Time Bidding (RTB) ad exchange (SMX) and Supply Side Platform (SSP), today announced US$ 25 million in Series E funding. Asia’s leading media organization, Singapore Press Holdings Ltd (SPH), participated in the round along with Aeris CAPITAL, EDBI and other existing shareholders. Smaato will use the new funds to fuel growth, operations and development of its next-generation platform focused on self-serve automation.

Smaato owns and operates the leading global mobile RTB ad exchange and SSP. Smaato’s Publisher platform (SPP) and SMX Real-time bidding ad-exchange has rapidly grown its global footprint since January 2011 (Smaato’s last funding period), with 11,686 publishers at the time, to now 78,000 publishers who are able to monetize their inventory across 270+ Ad Networks and Demand Side Platforms. SMX serves 90 billion+ ad impressions per month to 450M+ unique visitors in US, EMEA and APAC regions.

“Approximately 65 percent of our publishers want to monetize mobile apps and the rest is mobile web sites,” said Ragnar Kruse, CEO and co-founder of Smaato. “With roughly 466% year-to-year growth in programmatic in-app advertising spend, mobile app developers want to have full control of their inventory and data in a self-serve model. As such, we will use this new funding to build out our next-generation SPP platform that will allow for these controls and automation of monetization on scale across more than 270+ demand sources.”

Singapore Press Holdings is the largest media company in Singapore listed on the Singapore Stock Exchange with revenues of US$ 991m (S$ 1,239m) in 2013. SPH publishes 19 newspaper titles and over 100 magazine titles. Beyond print, SPH’s suite of digital products includes online editions of newspapers and magazines, as well as mobile applications, online classifieds, financial portals, and other digital investments. The new funds from the investors come at a time when there is large demand from global brands for access to regional publisher inventory through programmatic (RTB), which involves online or mobile advertising inventory being bought and sold programmatically through instantaneous auctions. This aligns with Smaato’s plan of launching private exchanges controlled by top publishers in APAC looking for automated methods to run premium advertising campaigns.

Smaato currently has 117 employees and is rapidly growing, with 20 open jobs in its offices in San Francisco, New York, Hamburg, Singapore and Jakarta.

“Approximately 65 percent of our publishers want to monetize mobile apps and the rest is mobile web sites,” said Ragnar Kruse, CEO and co-founder of Smaato. “With roughly 466% year-to-year growth in programmatic in-app advertising spend, mobile app developers want to have full control of their inventory and data in a self-serve model.”


Smaato Delves into Premium Media Buying in Real-Time

Second in Series of White Papers Aimed at Mobile Publishers and App Developers to Help Create Successful Monetization Strategies

San Francisco, Calif. – July 24, 2014 – Smaato, the leading global mobile Real-Time Bidding (RTB) ad exchange (SMX) and Supply Side Platform (SSP), today releases its second in a series of white papers designed to aid mobile publishers and app developers in the monetization of their apps or mobile websites on a global scale. The new white paper commissioned by Smaato follows the first piece in this series, Successful Global Monetization Strategies for Mobile Apps and Websites, which addressed mobile monetization from square one: what to think about when trying to develop a monetization plan. In this next installment, Smaato delves deeper into the different buying models, how they work, and the motivations behind them.

Smaato owns and operates the leading global mobile RTB ad exchange and SSP. Smaato’s SMX platform helps 78,000+ publishers monetize their inventory across 270+ Ad Networks and Demand Side Platforms. SMX has access to 90 billion+ ad impressions per month from ad-serving platforms across 450M unique visitors. The key findings from the new white paper include:

Premium inventory in digital advertising

“Premium inventory” is the publisher’s most valuable commodity; high in the funnel, its value and performance allow publishers to charge higher CPMs and insist on upfront advertiser agreements. Remaining inventory is usually then sold through indirect/non-guaranteed channels such as ad networks and open auction RTB, something discussed at length in the first paper in this series.

The benefits of Programmatic Direct buying

Programmatic Direct is an attempt to bridge the issues between access and control, and between publisher value and advertiser commitment. Smaato notes that, when a publisher reaches a scale where these types of decisions need to be addressed, using a monetization platform that allows for Programmatic Direct buying is an effective way to offer a more premium inventory to RTB buyers. It allows publishers to move the bar between Direct and Indirect more toward the center of the equation.

“As mobile monetization continues its explosive trajectory and more and more brand dollars are focused on mobile properties, mobile monetization solutions must allow for the control needed by publishers and the reach and flexibility needed by advertisers,” said Smaato Chief Strategy Officer Ajitpal Pannu. “This white paper –and series as a whole from Smaato– will help publishers directly interact with larger budgets and brands while still maintaining the control they need over their mobile advertising inventory.”

“As mobile monetization continues its explosive trajectory and more and more brand dollars are focused on mobile properties, mobile monetization solutions must allow for the control needed by publishers and the reach and flexibility needed by advertisers,” said Smaato Chief Strategy Officer Ajitpal Pannu. “This white paper –and series as a whole from Smaato– will help publishers directly interact with larger budgets and brands while still maintaining the control they need over their mobile advertising inventory.”


Smaato and Indosat Join Forces for Mobile Advertising to Combine Hyper-Local Targeting and Private Exchange

San Francisco, Business Wire. – July 9, 2014 – Smaato, the leading global mobile Real-Time Bidding (RTB) ad exchange (SMX) and Supply Side Platform (SSP), today announced a strategic agreement with Indosat, one of Indonesia’s largest telecommunication networks and services providers, to jointly promote and sell their mobile advertising inventories to Indonesian brands and agencies. The benefits of this partnership on Indonesia and the APAC region will be in line with the focus of ad:tech asean, Asia’s leading digital marketing event, taking place in Singapore from July 8-9, where Smaato will be speaking and exhibiting at booth SP 6.

Smaato owns and operates the leading global mobile RTB ad exchange and SSP. It has a strong global presence in both developed and emerging markets with 90 billion+ ad impressions per month in over 200 countries. Indosat is the second largest mobile operator in Indonesia with close to 60 million subscribers. It also has one of the strongest digital programs in Indonesia with an in-house digital unit focused on mobile advertising, ecommerce and mobile financial services.

With Smaato and Indosat both establishing mobile advertising teams in Indonesia, this agreement allows the two companies to complement each other’s mobile advertising capabilities in Indonesia. Under the agreement, Smaato and Indosat will jointly develop and sell affordable and innovative hyper-local mobile advertising solutions to Indonesian brands via programmatic, automation and self-serve features on their platform that then brings meaningful benefits to Indonesian consumers, app developers and mobile publishers.

“Indosat is committed to leveraging its capabilities and reach to offer meaningful digital solutions to Indonesian consumers, which will help them simplify and enhance their lifestyles,” said Alexander Rusli, CEO of Indosat. “Partnering with Smaato, who has one of the most advanced and effective global mobile advertising platforms and capabilities in the world, will help us bring targeted and relevant advertising solutions to Indonesian customers, so they can make the right purchasing decisions. We hope to broaden our strategic relationship with Smaato in the future to bring more innovative and meaningful advertising solutions to Indonesia in order to stay ahead of global and programmatic demand.”

“Indonesia is one of the most attractive markets for global brands and advertisers, from its large population, to high mobile phone and Internet penetration, to strong and growing middle class with high consumption levels,” said Ragnar Kruse, CEO and co-founder of Smaato. “We see a strong growth potential in digital advertising, as Indonesians are adopting mobile at a very fast pace and using it to research, discuss and make purchasing decisions for goods and services. By partnering with Indosat, which has a strong entrepreneurial spirit and commitment to grow the digital ecosystem in Indonesia, we hope that we can create a strong mobile advertising team, which will then bring innovative mobile advertising solutions to both consumers and brands.”

“Indonesia is one of the most attractive markets for global brands and advertisers, from its large population, to high mobile phone and Internet penetration, to strong and growing middle class with high consumption levels,” said Ragnar Kruse, CEO and co-founder of Smaato. “We see a strong growth potential in digital advertising, as Indonesians are adopting mobile at a very fast pace and using it to research, discuss and make purchasing decisions for goods and services. By partnering with Indosat, which has a strong entrepreneurial spirit and commitment to grow the digital ecosystem in Indonesia, we hope that we can create a strong mobile advertising team, which will then bring innovative mobile advertising solutions to both consumers and brands.”


Smaato Reveals Successful Monetization Strategies for Global Mobile Advertising Market

First in Series of White Papers Designed to Give Mobile Publishers and App Developers Insights into Global Mobile Inventory Monetization

San Francisco, Calif. – May 19, 2014 – Smaato, the leading global mobile Real-Time Bidding (RTB) ad exchange (SMX) and Supply Side Platform (SSP), today releases its first in a series of white papers intended to help mobile publishers create a successful monetization strategy for their apps or mobile websites on a global scale. The new white paper commissioned by Smaato addresses key monetization challenges and the benefits of RTB in overcoming these obstacles. The whitepaper’s focus on these challenges will be in line with the panel, “Mobile: The Great Enabler, from Advertising to Voting,” being held at the Future in Review (FiRe) conference on Wednesday, May 21, from 3:00pm – 3:30pm in Laguna Beach, CA and being led by Smaato’s co-founder and CEO, Ragnar Kruse; Everyone Counts’ founder and CEO, Lori Steele Contorer; and Crosscut.com editor and panel host Berit Anderson. Smaato will also be at APPNATION in New York City from May 20-21 to further discuss the new white paper.

Smaato owns and operates the leading global mobile RTB ad exchange and SSP. Smaato’s SMX platform helps 76,000+ publishers monetize their inventory across 240+ Ad Networks and Demand Side Platforms. SMX has access to 75 billion+ ad impressions per month from ad-serving platforms across 450MM uniques. The key findings from the new white paper include:

The roots of the mobile inventory monetization challenge
The core competency of most mobile publishers is generally content or development rather than monetization and yield management, which leaves a successful monetization plan as a frustrating and time-consuming project. Additionally, the app economy works on a large, worldwide scale, with the major app stores operating globally and offering publishers a truly unique way to reach users almost anywhere. At the same time, this presents the challenge of finding a monetization partner that can efficiently service a planet-sized footprint.

The benefits of using a mobile RTB-enabled ad exchange
RTB at its core provides a way for advertisers to determine the value of the user, as well as the audience they are attempting to reach, on an impression-by-impression basis. The ability to make this valuation in real time, in a competitive environment, means that publishers are able to maximize the value of each of those impressions.

The criteria for selecting a programmatic monetization partner
When researching an SSP and RTB exchange, the following are key items to consider:

  • Ability to target audiences globally and by specific geographies
  • A self-service portal for access to the market
  • Real-time reporting tools
  • Dedicated account management services
  • SDKs for all major (and minor, considering geographic reach) operating systems

The white paper is available to download for free at: www.smaato.com/whitepaper

While the world of Real-Time Bidding is relatively new to mobile monetization, the answer to most of the mobile monetization challenges lies in the self-serve platform allowing publishers and app developers to take full control of their data,” said Smaato Chief Strategy Officer Ajitpal Pannu. “Our white paper series will provide mobile publishers and app developers with the monetization strategies needed to solve ad network inefficiencies and get the most benefit from a robust, global mobile ad exchange.”


Smaato says the sharp rise of mobile RTB in Asia is helping to solve the monetization problem – China led by entertainment and gaming

With high smartphone penetration rates and receptive populations in Asia Pacific markets like China, the age of mobile advertising is NOW

California, U.S. / Singapore / Shanghai, China – May 7, 2014 – Global mobile RTB (Real-Time Bidding) spend increased by 459% in Q1 2014 compared to Q1 2013, according to the 2014 Q1 insights report by leading global mobile RTB ad exchange and Supply Side Platform Smaato. This remarkable performance has been linked to its ability to address monetization issues faced by publishers.

Smaato owns and operates the leading global mobile RTB ad exchange and Supply Side Platform (SSP). Smaato’s SMX platform helps 76,000+ publishers monetize their inventory across 240+ Ad Networks and Demand Side Platforms. SMX has access to 70 billion+ ad impressions per month from ad-serving platforms across 450MM unique users.

Smaato, who participated in the recently concluded Global Mobile Internet Conference (GMIC) this May in Beijing, found that in China, ad categories of shopping, e-commerce, communication and technology had the highest eCPM of $0.30 in Q1. In terms of mobile RTB ad spend, entertainment (30%) and games (22%) emerged as the top two categories in the country for the first quarter.

The key to mobile RTB performance, according to Smaato CSO Ajitpal Pannu, has been the combination of self-serve controls and data.

In fact, eCPMs increased by up to 321% when location and Device ID are present in a bid request and increased more than 150% when gender and age range data were included.

According to Gartner, global mobile advertising spending is forecast to reach $18.0 billion in 2014, up from the estimated $13.1 billion in 2013. At Smaato the above growth rate is much higher because Smaato’s global mobile RTB ad-exchange has seen global brand spend increase significantly for APAC inventory. In Smaato’s Q1 2014 Mobile RTB report 89 of top 100 Adage brands had bought media through our demand partners on the SMX exchange. Most importantly Gartner expects the high-growth economies of China and India to contribute increasingly to mobile advertising growth as their expanding middle classes present attractive markets for global and local brands.

It is something to note for advertisers looking into increasingly smartphone-savvy markets such as those in the Asia Pacific, where markets like Hong Kong (87%), Singapore (87%), and China (71%) have high smartphone penetration rates. Asia Pacific markets in fact, have been generally receptive to mobile advertising – nine in 10 of smartphone users in China and 87% of smartphone owners in India have clicked on mobile advertisements back in December 2013¹.

Mobile monetization is a challenge for publishers, as it requires them to implement and manage multiple SDKs (Software Developments Kits) version controls as well as a general the lack of knowledge and expertise in mobile monetization. Mobile RTB has therefore become an important source in filling the monetization gap by providing one connection that grants instant access to a big pool of global ad inventory.

Other findings from Smaato’s recent report reveal that India and Indonesia are leading in APAC in terms of auction share, with both countries contributing a combined 80% across APAC and had the highest uplift in mobile RTB auctions in Q1 of 2014.

Publisher controls combined with support from Smaato’s publisher partner managers, educating our application developers on value of each impression and marrying that impression from ad-request to bid-request across 240+ demand sources in SMX platform increased fill-rates and spend,” says Smaato CSO Ajitpal Pannu. “We also found that monetization and brand spend was driven higher when key parameters (location, Device ID, gender and age range) were passed globally to advertising partners.”


Mobile Advertising Global Trends Revealed in Smaato Mobile RTB Report

New Data in Quarterly Report Suggests Worldwide Growth in Role of Data in Mobile Advertising and Spread of Mobile Real-Time Bidding

San Francisco, Calif. – April 24, 2014 – Smaato, the leading global mobile Real-Time Bidding (RTB) ad exchange (SMX) and Supply Side Platform (SSP), today releases its global mobile RTB Insights Report for Q1 2014. The report is an in-depth analysis of worldwide exchange data, auctions, bids and impressions across Smaato’s SMX platform. It highlights the continued growth of mobile RTB in 2014 and the growing importance of data in mobile advertising across all regions.

Smaato owns and operates the leading global mobile RTB ad exchange and SSP. Smaato’s SMX platform helps 76,000+ publishers monetize their inventory across 240+ Ad Networks and Demand Side Platforms. SMX has access to 70 billion+ ad impressions per month from ad-serving platforms across 450MM uniques. Some of the key findings from the quarterly report are:

More advertisers and publishers are leveraging programmatic buying

RTB ad spend continues to grow in 2014 and shows an increased advertiser interest in mobile programmatic buying. The aggregated RTB performance on SMX experienced a significant growth in Q1 2014 with uplift of 459% compared to Q1 2013.

Mobile RTB will remain the growth engine for digital advertising spend in 2014

The US continued to lead RTB ad spend across SMX, followed by the United Kingdom and Italy. Certain countries worldwide have seen the largest percentage increase in ad spend; some of the notable countries were: Turkey (225%), South Africa (190%), Brazil (104%), Mexico (88%) and Spain (77%) in Q1 2014.

Windows Phone OS supply inventory is ramping up in Q1 2014

Windows Phone OS RTB market share experienced a worldwide increase of 75% compared to Q4 2013. It now accounts for 15% of the global RTB market share, behind the top OS Android (34%) and iOS (23%).

Entertainment and Technology were the top spending advertiser categories

Entertainment and media still generate the highest RTB ad spend with 37%, followed by technology and telecom (24%) and business and finance (11%). From the recent Ad Age Trend report, 85 of the top 100 global advertising brands are serving ads on SMX.

To download the full report, please visit: http://www.smaato.com/reports

As we unveil the results of our newest report, it is great to see the continued growth of RTB ad spend in particular, as we have asserted that RTB has played a significant role in growing mobile advertising on the whole,” said Smaato CEO Ragnar Kruse. “Our unique global mobile RTB report will provide mobile publishers, app developers and advertisers with deep analytical insights into the mobile advertising market, allowing them to streamline their mobile monetization strategies in 2014.”


Smaato CEO Ragnar Kruse Appointed to Application Developers Alliance European Board

Newly Created Board to Better Serve App Industry and Alliance Membership

San Francisco, Calif. – April 8, 2014 – Smaato, the leading global mobile Real-Time Bidding (RTB) ad exchange (SMX) and Supply Side Platform (SSP), today announced that its chief executive officer & co-founder, Ragnar Kruse, has been nominated a board member of the Application Developer Alliance European Board, an industry association dedicated to meeting the unique needs of developers as creators, innovators, and entrepreneurs. This nomination resonates with Smaato’s dedication to support app developers and mobile website publishers in their global monetization strategy.

The Application Developers Alliance announced its very first European Board and Operations on April 3, 2014. The goal of this initiative is to better serve the app industry in the region and provide local support to app developers.

The Alliance will bring a European focus to its workshops, research papers, and working groups and will better serve its membership, which includes dozens of companies and nearly 8,000 developers working in Europe. Alliance membership overall includes more than 30,000 individual developers and more than 170 companies.

For additional information on the board, please visit: http://appdevelopersalliance.org/about/Europe

I am very proud to be part of the new board. To successfully monetize app inventory, developers have to operate globally,” said Kruse. “With the Alliance’s leadership and Smaato’s expertise as the leading global mobile RTB ad exchange platform, we can help app developers to create a successful monetization strategy on a global scale.”


Meet Smaato and IQzone at Mobile World Congress 2014

Mobile World Congress, Barcelona, Spain – February 24, 2014 – Smaato, the leading global mobile real-time bidding ad exchange (SMX) and Supply Side Platform, and IQzone, a technology company specializing in post app mobile advertising solutions will showcase their latest global mobile advertising solutions at Mobile World Congress (MCW) 2014. Partnering last year, IQzone and Smaato will be combining forces yet again to demonstrate their plug-and-play Postitial® mobile advertising offering for Android, which aims to enhance the user experience and improve monetization and eCPMs for publishers.

Mobile Real Time Bidding (RTB) and new ad formats are on the rise:
Smaato’s recently published H2 2013 Mobile RTB Report demonstrates the continued growth of mobile RTB. Throughout last year, SMX saw an aggregate RTB performance increase of 466%. This rapid growth encourages the development of more innovative technology and advanced ad formats. With the shift from standard banners towards more engaging ad formats, IQzone’s Postitial® is helping publishers adapt by providing them with full-page interstitials, rich media and video.

In order to increase revenue app, developers need higher eCPMs, and to achieve higher eCPMs, they need increased CTRs. However, with higher CTRs comes a higher level of users leaving their app session when they may have naturally continued to use it,” said John Kuolt, co-founder of IQzone Inc. “We launched Postitial to solve this problem for publishers without impacting user experience. In fact, the adoption rate of Postitial has been phenomenal, with a 760% growth in Q4 alone.”

Located in the App Planet, Hall 8.1, #8.1E61 at MWC, Smaato and IQzone will exhibit their latest global mobile advertising solutions.

Partnering with IQzone allows us to offer our Android publishers and developers an advanced, successful technology that enables them to more effectively monetize apps,” said Georg Fiegen, Smaato’s COO. “We recognize a clear market demand for innovative technology solutions and are excited to be among the first to offer our publishers this inventive solution.”


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.”