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Mobile Advertising Soars in Developing Countries, According to New Report from Smaato

Company also finds mobile users are shifting from the mobile web to apps, with a 6 percent year-over-year shift in both supply and spending across the platform

SAN FRANCISCO – November 11, 2015Smaato, the leading global real-time advertising platform for mobile publishers and app developers, today released its Q3 2015 Global Trends in Mobile Programmatic Report. Smaato analyzed data from billions of mobile ad impressions served on its exchange during the third quarter of 2015 to reveal massive growth in Latin America and Asia Pacific. With Venezuela and Indonesia growing by 91 and 84 percent in the third quarter, respectively, these regions represent the next frontier of mobile advertising for publishers and advertisers alike.

While the strongest regions on the Smaato platform remain those with highly-developed mobile, advertising and commerce infrastructures (i.e., the United States, United Kingdom and Germany) and those with large populations and a mobile-first mentality (i.e., India and Russia), Latin America and Asia Pacific are new to the list of leading regions. This comes as a result of rapidly eveloping mobile networks and a proliferation of smartphones, which have combined to create a wealth of opportunities for mobile publishers and advertisers on the Smaato platform.

“As the world gets more connected, it’s never been more crucial to go global with your mobile advertising strategy,” said Ragnar Kruse, CEO and co-founder of Smaato. “India, with its massive, mobile-first population, has long been considered the ‘next big market.’ While India remains a growing powerhouse, our data also shows that countries like Indonesia and Brazil are up-and-coming markets in Latin America and Asia Pacific – and offer incredible opportunities for publishers to monetize, and for advertisers to connect with consumers.”

Meanwhile, Smaato found that a subtle year-over-year shift in Q3 away from the mobile web in favor of apps. This shift could come as a result of publishers directing users to apps to avoid ad-blocking software, which is primarily a mobile web issue. Smaato’s exchange saw a 6 percent positive shift in favor of apps in both supply (publisher inventory) and spend (advertisers’ spending on the Smaato exchange) during the third quarter of 2015, relative to the mobile web.

    Additional findings in the report include:

  • The operating system with strongest growth continues to be Android, with supply and spending soaring by a whopping 67 percent during the third quarter of 2015 from the year before.
  • Larger ad formats result in higher eCPM. While traditional banners (320×50) are still growing, their rate of growth is dropping in favor of larger sizes like the medium rectangle (300×250) – up 85 percent – and the interstitial ad (320×480) – which grew 77 percent.
  • Rich media continues to generate higher and higher revenues for publishers and app developers – now generating 116 percent higher revenues than image-based ads.

Smaato serves up to 6 billion ads each day, across 800 million unique monthly mobile users around the world, and works with 90,000 mobile app developers and publishers.

The Global Trends in Mobile Programmatic Report reflects the detailed activity and trends that have developed over the third quarter of 2015 across Smaato’s broad, global base of publishers, advertisers and users.

To view the complete findings, download the full report on mobile advertising for the third quarter of 2015 here: https://www.smaato.com/reports/

To learn more about Smaato’s solutions for mobile app developers and publishers, please visit: www.smaato.com.



Press Release Image: https://www.smaato.com/wp-content/uploads/2015/11/PR_Smaato_Global_Trends_Q3.jpg

“As the world gets more connected, it’s never been more crucial to go global with your mobile advertising strategy,” said Ragnar Kruse, CEO and co-founder of Smaato.


Press Releases


Power to the Publishers: Smaato Integrates Competitors’ Ad Servers Into Its Platform, Giving App Developers The Biggest Bang For Their Buck

New tool, called SDK Mediation, allows publishers to leverage third-party ad servers along with the Smaato server in one centralized platform

SAN FRANCISCO – November 4, 2015 – today Smaato, the leading global real-time advertising platform for mobile publishers and app developers, announced a major enhancement to its SPX publisher platform. In order to yield the highest possible revenue for publishers – and at the risk of giving business to competitors – Smaato is integrating other well-known ad servers into its platform. Large publishers around the world want to work with large ad networks and exchanges. Now, Smaato is a one-stop shop to connect publishers with all the biggest, and most reputable, names in mobile ad serving.

The Smaato SPX platform now features simple, drag-and-drop integration capabilities for leading third party ad servers, as well as a custom network option for additional networks. All the SDK-connected demand happens on the client-side, which reduces latency and ensures that the publisher’s experience remains top-notch. What’s more, these integrations make Smaato’s “Dynamic Demand” – its real-time programmatic competition within the platform – even more intelligent by adding more demand sources. With more demand comes higher eCPMs for mobile publishers.

“Competition is key in any marketplace, and with this integration, we’re really taking that concept to a whole new level,” said Ragnar Kruse, CEO and co-founder of Smaato. “We’ve been focused on doing everything in our power to allow mobile publishers to make more revenue since day one. By integrating our competitors’ platforms into our platform, we’ve added another layer of Dynamic Demand so our publishers can make more educated decisions, and bring in more profit than ever before.”

Smaato’s mobile-first platform offers a free publisher ad server (SPX), global RTB demand and integrated network mediation, support for direct-sold and private exchange deals, and dynamic demand technology to ensure that every impression competes equally across all forms of demand. Smaato supports built-in native and video support, plus all types of rich media, interstitial, and standard banner ads.

Smaato serves up to 6 billion ads each day, across 800 million unique monthly mobile users around the world, and works with 90,000 mobile app developers and publishers. To learn more about Smaato’s solutions for mobile publishers and app developers, please visit: www.smaato.com



Press Release Image: https://www.smaato.com/wp-content/uploads/2015/11/Smaato-SDK-Mediation.jpg

“Competition is key in any marketplace, and with this integration, we’re really taking that concept to a whole new level,” said Ragnar Kruse, CEO and co-founder of Smaato.


Smaato Supercharges SPX Platform to Simplify Native Mobile Ad Building and Maximize Ad Revenue for Publishers

New native advertising and private marketplace functionalities make Smaato the first platform to unite native advertising with a mobile-first, full-featured monetization platform

SAN FRANCISCO – September 15, 2015Smaato, the leading global real-time advertising platform for mobile publishers and app developers, today expanded its industry-leading publisher platform, SPX, to include a super-simple native advertising builder and private marketplace functionality. These two features are on the forefront of mobile advertising technology, and now will be integrated into Smaato’s platform, which is already the largest independent, globally-focused mobile exchange. Smaato is beefing up its real-time advertising platform to give more control to its 90,000+ mobile publisher and app developer partners, helping them boost monetization in the busy Q4 season.

Obtrusive advertising is a death sentence for nascent mobile publishers looking to monetize: bad creatives can kill mobile advertising. Meanwhile, native advertising on mobile is seen as the most effective way to unobtrusively connect with viewers. These ads drive four times higher click through rates than mobile banner ads and are viewed 53 percent more frequently by consumers. With Apple allowing ad-blocking extensions for Safari in iOS 9, launching this week, creating mobile ads that offer a seamless, pleasant experience for mobile users has never been more important to the mobile advertising ecosystem.

With Smaato’s “point-and-click” native mobile ad builder – the first fully functional native ad builder for mobile publishers – these ads can be created more easily than ever. Publishers are empowered to build native ad campaigns in a variety of formats and sizes that they know will look best in their apps or websites and connect with their audiences best.

“In the mobile advertising industry, the mantra is innovate or lose,” said Ragnar Kruse, CEO and co-founder of Smaato. “We’re constantly looking for ways to improve the mobile ad experience – whether that’s by improving the relevance and aesthetics of ads, eradicating mobile ad fraud or helping maximize the revenue mobile publishers make from their ad space. We want to give our 90,000 mobile publishers every tool they need to be successful – and today, we took a huge step in that direction.”

Not only can publishers choose how their mobile ads look and feel, with today’s announcement they’re also empowered to choose how these native ad campaigns are sold in the Smaato exchange – and thus strike more premium, high-revenue deals. With the private marketplace functionality, Smaato’s publishers can assign inventory to a certain number of programmatic buyers, allowing them to compete for the impressions in a private auction. Of course, they are still able to select a preferred deal buying model, in which the publisher sets up a first-look, fixed price, pre-auction deal for a particular buyer.

This news also marks an expansion of Smaato’s Dynamic Demand from three components to four. Dynamic Demand is Smaato’s real-time programmatic competition within the platform among all types of demand for the highest eCPMs for publishers. Now, it will choose the advertising source in the publisher’s stack that offers the highest eCPM based on:

  • Direct campaigns
  • Smaato’s RTB exchange and ad network mediation
  • Publisher-owned ad networks
  • Private Marketplace

Smaato is also improving how it makes video ad buying programmatic by certifying VAST-compliant video inventory, and allowing it to be monetized via private exchanges or in the open market.

Smaato serves up to 6 billion ads each day, across 600 million unique monthly mobile users around the world, and works with 90,000 mobile app developers and publishers. To learn more about Smaato’s solutions for mobile publishers and app developers, please visit: www.smaato.com



Press Release Image: https://www.smaato.com/wp-content/uploads/2015/09/Native-Marketplace.jpg

“The shift to mobile began with the mobile web – and then apps took over,” said Ragnar Kruse, CEO of Smaato. “Although we can’t say for sure whether we’re looking at a huge comeback of the medium, the fact remains that publishers and advertisers can’t afford to ignore the mobile web. Mobile ad strategies – whether it be the size of ads or the use of rich media – must be created with both app and mobile web usage in mind.


Mobile Web Usage Has Doubled Over the Past Year, According to New Report from Smaato

SAN FRANCISCO – August 28, 2015Smaato, the leading global real-time advertising platform for mobile publishers and app developers, today released its Global Trends in Mobile Programmatic Report. Smaato analyzed data from billions of mobile ad impressions served on its exchange during the first half of 2015 to reveal that mobile web usage is soaring. While apps still command the market for overall ad spending on mobile, spending on the mobile web increased by 100 percent over the past year.


Social apps like Facebook and Twitter could be the driving force behind this surge in mobile web usage. According to a recent report from IAB, 52 percent of smartphone owners say they tap links in mobile apps that take them to web articles they want to read.

“The shift to mobile began with the mobile web – and then apps took over,” said Ragnar Kruse, CEO of Smaato. “Although we can’t say for sure whether we’re looking at a huge comeback of the medium, the fact remains that publishers and advertisers can’t afford to ignore the mobile web. Mobile ad strategies – whether it be the size of ads or the use of rich media – must be created with both app and mobile web usage in mind.”

Smaato also found that advertisers are doubling down on targeting families and parents on mobile. Spending on this demographic increased by over 300 percent over the past year, while the second most lucrative vertical only rose by 87 percent. We may be reaching the last frontier of mobile, where brands and advertisers no longer exclusively see mobile users as young and tech-savvy. 72 percent of kids eight and under have used tablets or smartphones, according to a study from Common Sense Media, and brands are doubling down on mobile to tap into this lucrative market.

Additional findings from the report include:

  • App developers and publishers who provide age and gender information make four times as much in ad revenues as those who do not.
  • Larger ad sizes are surging in popularity, especially in developing markets. Spend on larger ads (300×250 and up) rose by over 250 percent – in sharp contrast with the overall spend on the original app-only banner ad size (320×50), which only increased by 30 percent.
  • Publishers and app developers who make room for rich media in their apps and on their websites are making 83 percent more money than those who don’t.
  • While the United States remains on top in terms of mobile ad spending and inventory, the Asia Pacific region is growing rapidly. Spending in China rose by 315 percent, while spending in India grew by 279 percent.
  • Android apps continue to lead the pack in terms of mobile ad impressions, commanding 32 percent of the overall market. iOS apps come in second with 20 percent, while Windows apps have 5 percent.

Smaato serves up to 6 billion ads each day, across 600 million unique monthly mobile users around the world, and works with 90,000 mobile app developers and publishers. The Global Trends in Mobile Programmatic Report reflects the detailed activity and trends that have developed over the first half of 2015 across Smaato’s broad, global base of publishers, advertisers and users.

To view the complete findings, download the full report on mobile advertising for the first half of 2015 here:https://www.smaato.com/reports/.



Press Release Image: https://www.smaato.com/wp-content/uploads/2015/08/Smaatos-Global-Trends-in-Mobile-Programmatic-1H2015.jpg

“The shift to mobile began with the mobile web – and then apps took over,” said Ragnar Kruse, CEO of Smaato. “Although we can’t say for sure whether we’re looking at a huge comeback of the medium, the fact remains that publishers and advertisers can’t afford to ignore the mobile web. Mobile ad strategies – whether it be the size of ads or the use of rich media – must be created with both app and mobile web usage in mind.


Smaato Pioneers Artificial Intelligence and Auto-Learning Mobile Ad Fraud Detection Engine, Protecting Advertisers and Publishers

Smaato’s engine blocks more than 30 percent of traffic heading to publisher apps to provide advertisers clean, brand-safe, viewable content, as well as the highest eCPMs for publishers

SAN FRANCISCO – July 21st, 2015Smaato, the largest independent, globally-focused mobile ad exchange, today announced a new fraud detection engine powered by artificial intelligence and auto-learning technology to lead the fight in cleaning up the digital advertising world. As a mobile real-time bidding (RTB) marketplace, Smaato allows publishers to integrate clean, high-quality mobile advertising to monetize apps. By preventing both click fraud and fraudulent/low-quality ads, Smaato’s engine creates a fraud-free marketplace to benefit marketers, publishers and app developers alike.

Traffic fraud and fraudulent advertising pose a huge threat to digital marketing’s overall growth. Fraudulent ads (e.g., undesirable banners for gambling or pornography, or ads that automatically redirect users to new pages upon loading) are devastating for publishers, resulting in a poor user experience and a negative reputation. Meanwhile, through click fraud, advertisers lose billions of dollars – $11 billion just last year – due to bot networks that drive fake impressions.

While other platforms use third-party partners to manage the quality of publisher inventory, Smaato has created its own industry-leading internal algorithm for fraud inspection as part of its Smaato Publisher Platform (SPX). This platform prevents against traffic fraud by ensuring that all advertisements are gaining true traffic and are viewed by real individuals by investigating the origin of the traffic, attributing patterns to the bot networks and flagging it as fraud. Smaato’s platform also rejects fraudulent ads, allowing publishers to maintain customer trust and maximize user engagement and revenue.

“Fraudulent advertising is a plague on the mobile advertising industry and as it grows at unprecedented levels, we challenge ourselves to ensure we only have genuine users and clean ads in our system,” said Ragnar Kruse, CEO of Smaato. “It’s crucial that all partners in the ecosystem continue to evolve and innovate around both ad quality and fraudulent traffic, instead of pushing it aside in the name of a short-term increase in business, which allows fraud to proliferate and affect the quality of our ecosystem overall.”

Smaato’s engine uses machine learning technology to analyze big data and extract fraud patterns. Its self-learning engine also detects new fraud patterns in real time, so it can stop new trends as they’re being created. The algorithm includes several inspections for these non-human patterns, along with an around-the-clock global team of personnel dedicated to filtering incoming publisher traffic.

To learn more about Smaato’s clean and safe solutions for publishers, please visit: www.smaato.com.



Press Release Image: https://www.smaato.com/wp-content/uploads/2015/07/image072015.jpg

“Fraudulent advertising is a plague on the mobile advertising industry and as it grows at unprecedented levels, we challenge ourselves to ensure we only have genuine users and clean ads in our system,” said Ragnar Kruse, CEO of Smaato.


The Future of Programmatic Mobile Advertising:

Smaato CEO Ragnar Kruse Hosts Fireside Chat with Leaders from Microsoft and Dstillery at Internet Week NY

SAN FRANCISCO – May 18th, 2015Smaato, the largest independent mobile ad exchange that empowers mobile developers and publishers around the world to increase ad revenue, today announced that the company’s CEO, Ragnar Kruse, will be hosting a fireside chat with Microsoft and Dstillery (the leader in marketing technology that enables brands to reach the most relevant prospects) today, in coordination with Internet Week NY. Kruse will be joined by Sharon Harris, global sales strategy lead of Microsoft, and Lauren Moores, vice president of analytics of Dstillery.

Kruse founded Smaato as the first mobile Supply-Side Platform (SSP), and later built the platform out to become a real-time bidding (RTB) ad exchange. In January 2015, Smaato further revolutionized the global mobile programmatic world by launching the Smaato Publisher Platform (SPX), the first mobile-only publisher platform that allows publishers to put all of their advertising sources – RTB, ad networks, direct campaigns and proprietary partnerships – in competition with each other for each individual ad impression. This platform empowers publishers to maximize ROI for all their mobile properties beyond any mobile-first, mobile-only advertising technology previously available.

Today Smaato runs ads from over 10,000 advertisers, including 91 of AdAge’s Top 100 brands, across 80,000 publishers. The platform connects over 150 ad networks and 240 Demand-Side Platforms (DSPs) and delivers a global reach of over 550 million unique user devices and 150 billion impressions per month.

Programmatic has quickly become the standard in mobile advertising. As a pioneer in this space, Kruse will shed light on programmatic advertising through a publisher-side and mobile-first lens. He will examine the profound effect advances in programmatic RTB has on maximizing ROI for publishers, as well as the importance of prioritizing a mobile-first strategy as the world nears 100 percent mobile penetration.

“Mobile developers and publishers work hard to create apps and mobile properties that engage users and connect them to their products,” said Kruse. “But these app developers don’t specialize in mobile advertising or monetization. That’s where we come in. Our platform allows mobile developers to focus on what they do best and rest assured that they’re maximizing revenue in the most advanced, quality-tested, clean environment without extra legwork.”

Internet Week is an annual event held in New York to discuss technology’s impact on business and culture. The presentation will take place on May 18th from 5-7pm at the State Grill and Bar on the ground floor of the Empire State building.

If you are attending Internet Week and would like to join the fireside, RSVP here. To learn more about Smaato’s solutions, please visit: www.smaato.com.

Mobile developers and publishers work hard to create apps and mobile properties that engage users and connect them to their products,” said Ragnar Kruse, CEO, Smaato.


Indosat, member of Ooredoo Group, and Smaato launch mobile advertising exchange in Indonesia

Indonesia Mobile Exchange helps businesses improve online reach and provides customers with more targeted and personal mobile ads

Barcelona, Spain, (PRNewswire). – March 2, 2015 — Mobile World Congress — Indosat, member of Ooredoo Group, announced today at Mobile World Congress the launch of Indonesia Mobile Exchange (“IMX”), a joint venture digital mobile-first Real-Time Bidding (RTB) Advertising Exchange in partnership with Smaato, a leading global mobile RTB Ad Exchange. Indosat’s existing mobile advertising offering, i-klan, which currently sits within its Digital Services unit, will become part of the joint venture.

IMX’s digital mobile advertising exchange will facilitate a portal that enables both local and global advertisers to connect with leading publishers in Indonesia and provide targeted programmatic advertising to Indonesian consumers. Indonesia is one of the leading digital advertising markets in the world in terms of number of impressions with double digit growth forecast for the foreseeable future1.

“Digital advertising represents an important avenue of new business as we look for opportunities beyond our core services to support our customers’ digital lifestyles,” said Dr Nasser Marafih, Group CEO, Ooredoo. “Currently 25% of our customers actively use mobile content services and Indosat’s partnership with a leading global player like Smaato helps us to build products and capabilities that better serve both business customers and consumers alike. As smartphone use across our footprint increases we intend to extend this approach to the other markets that we operate in.”

IMX will leverage Indosat’s reach in Indonesia through its 55 million mobile customers, Indosat’s business customers, and the global reach of Smaato’s mobile exchange technology through which it is already serving close to 5 billion impressions a month in Indonesia.

“Indonesia, with its large population and high advertising spend, is one of the most important markets for Smaato globally,” said Ragnar Kruse, Smaato’s founder and CEO. “I believe that a combination of our world-class platform and Indosat’s strong in-market reach will help us create effective digital advertising solutions for both local and international brands. It will not only help local online companies to control and maximize the value of their advertising inventories, but also significantly improve returns on investment in advertising.”

IMX will continue to be supported by Indosat’s Digital Services Unit, which also focuses, among other offerings, on mobile commerce and mobile payment solutions. Indosat’s Digital Services Unit is a key player in helping to build one of the world’s largest digital ecosystems in Indonesia. As such partnerships and investments through its start-up incubator and venture capital fund are expected to help IMX access further resources, partners and customers as it scales up in Indonesia.

“Indosat has been passionate about creating a strong digital services ecosystem in Indonesia for many years,” said Alexander Rusli, Indosat’s President Director & CEO. “Mobile advertising, mobile commerce and mobile payments are all critical components of this ecosystem as they revolutionize the way companies interact with consumers. With the Smaato partnership we can help connect smart and meaningful advertising to Indonesian consumers at a scalable size and with faster speed. This will help businesses improve their online reach and impact in a much more cost effective way while also providing customers with more targeted and personal content. We are excited about the opportunities ahead!”

1 eMarketer: Indonesia to Boast Double-Digit Ad Growth for Foreseeable Future – click here

Photo: click here

Source: Ooredoo

“Indonesia, with its large population and high advertising spend, is one of the most important markets for Smaato globally,” said Ragnar Kruse, Smaato’s founder and CEO. “I believe that a combination of our world-class platform and Indosat’s strong in-market reach will help us create effective digital advertising solutions for both local and international brands. It will not only help local online companies to control and maximize the value of their advertising inventories, but also significantly improve returns on investment in advertising.”


Smaato Honored as “Startup and Innovation Award” Winner

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

San Francisco, (BUSINESS WIRE). – January 23, 2015 – Smaato, the leading global mobile Real-Time Bidding (RTB) Ad Exchange (SMX) and Sell Side Platform, and the creator of the Smaato Publisher Platform (SPX), a free, full-featured publisher ad server, today announced its selection by the German American Business Association (GABA) as a “Startup and Innovation Award” winner. Smaato is a privately held company founded in 2005. Its global headquarters are in San Francisco, California, and its European office in Hamburg, Germany.

“We are honored to be chosen as one of the ‘Start Up and Innovation Award’ Winners”

GABA, an organization that helps connect German-American business professionals and fosters transatlantic relationships, will be presenting awards for the first time to two German startups that have had significant impact on German-American business. The winners will be honored at the GABA Gala 2015 being held today (Friday, January 23, 2015) at the City Club of San Francisco in the presence of the German Consul General Stefan Schlüter. The Lifetime Achievement Award will be presented to SAP Founder Prof. Dr. h.c.mult. Hasso Plattner.

“Smaato is an excellent example of how German companies can be successful in California with dedication, innovation and great German engineering,” said Caroline Raynaud, Executive Director of GABA.

“We are very proud of our successful combination of Silicon Valley Innovation, German Engineering and Global Vision that has made Smaato the Leading Global Mobile RTB Ad Exchange; we are honored that GABA recognized our work through this prestigious award,” said Ragnar Kruse, Co-Founder & CEO of Smaato.

“We are honored to be chosen as one of the ‘Start Up and Innovation Award’ Winners,” said Petra Vorsteher, Co-Founder and CAO of Smaato. “We value GABA’s platform and activities to promote transatlantic business for its members.”

Details about the GABA award and gala are available at: http://www.gabagala.org/awards.php

“We are very proud of our successful combination of Silicon Valley Innovation, German Engineering and Global Vision that has made Smaato the Leading Global Mobile RTB Ad Exchange; we are honored that GABA recognized our work through this prestigious award,” said Ragnar Kruse, Chief Executive Officer, Smaato.


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.”

“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.


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.”


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Press Coverage


Mit Leidenschaft alle Elemente vereinen

Posted by B. Bühnen on December 11th, 2015 – kressreport

Für Petra Vorsteher, 58, ist es vollkommen normal, auf zwei Kontinenten zuhause zu sein. Während Medien-Leitwölfe wie „Bild“-Chefredakteur Kai Diekmann das technologisch und wirtschaftlich fruchtbare Hinterland von San Francisco, das Silicon Valley, erst vor wenigen Jahren so richtig erkundeten, lebt die Smaato-Co-Chefin und Hamburg-Botschafterin Vorsteher gemeinsam mit ihrem Geschäfts- und Lebenspartner Ragnar Kruse, 53, bereits seit 34 Jahren im sonnigen Kalifornien.

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2016: The year mobile advertising graduates

Posts by Garrett McGrath on December 2nd, 2015 – VentureBeat

In the world of online advertising, 2012 could probably have been called the “year of mobile.” It had been about to happen, we’d been told, for several years. Sure, mobile advertising existed before this, but in this period something palpable changed. It could no doubt have been measured in spend and in budgets allocated to mobile, yet there was also an underlying attitude change.

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3 things we learned about mobile advertising this summer

Posted by Jay Hinman on November 12th, 2015 – VentureBeat

As the third quarter of 2015 was winding to a close this past September, you couldn’t throw a rock at a laptop without hitting a story about ad blocking, the purported scourge of modern media and the bane of publishers everywhere.

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Smaato’s SDK Mediation Tool Aims To Help Devs Spend Less Time On Ad Ops

Smaato’s SDK Mediation Tool Aims To Help Devs Spend Less Time On Ad Ops

Posted by Allison Schiff on November 4th, 2015 – AdExchanger

SDK mediation is still a major headache for developers. “We constantly hear from publishers that they want full control of their inventory – they don’t want to send their inventory into a black box,” said Ajitpal Pannu…

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Stomping out click fraud: the plague of mobile advertising

Stomping out click fraud: the plague of mobile advertising

Posted by Malcolm Wong on November 3rd, 2015 – Digital Market Asia

A not-so-new but formidable obstacle to the growth of the mobile advertising market is click fraud. Its emergence has cost marketers over USD 11 billion in 2014, with a strong focus on the video marketplace.

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Native advertising’s giant leap into mobile

Native advertising’s giant leap into mobile

Posted by Jay Hinman on October 28th, 2015 – VentureBeat

With all the hullabaloo around mobile ad blocking cresting in recent weeks, it’s been interesting to watch fingers pointing and flying in all directions. Consumers don’t understand how content stays free.

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“Women in Wireless” Carry the Torch for Olympics in Hamburg 2024

Posted on October 20th, 2015 – Hamburg 2024

10 Cities, 5 Countries, 1 Day. On September 9th, 2015, Women in Wireless organized the 5th Annual Multi-City Networking Event, which, in addition to Hamburg, took place in Seattle, Los Angeles, London, New York, San Francisco, Singapore, Chicago, Minneapolis and Tel Aviv.

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Silicon Valley innovation meets German engineering: Smaato’s trend-setting new super simple native advertising builder

Posted by Daniela La Marca on October 15th, 2015 – MediaBUZZ

According to Smaato’s newly published report “Global Trends in Mobile Programmatic”, programmatic advertising seems to finally have had its breakthrough, which is most obvious in the APAC region.

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Legacy symptoms and bad habits: The end of the mobile advertising waterfall

Legacy symptoms and bad habits: The end of the mobile advertising waterfall

Posted by Garrett McGrath on October 14th, 2015 – VentureBeat

One of the biggest problems within ad tech is our almost unconscious love of making the simple complicated. If we can make a concept (not the solution, just the concept) appear really complicated, our eventual half-solutions appear really smart…

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Local supply, global demand: Monetizing apps in emerging markets

Local supply, global demand: Monetizing apps in emerging markets

Posted by Jay Hinman on September 14th, 2015 – VentureBeat

Global connectivity has reached the point where a kid can develop a mobile game in his garage in Kansas, release that game into the various app stores of the world, and have downloads from Portugal to the Philippines by the end of his evening.

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The mobile web is enjoying a comeback — but why?

The mobile web is enjoying a comeback — but why?

Posted by Jay Hinman on September 2nd, 2015 – VentureBeat

There’s a great deal of intuitive and counter-intuitive intelligence lurking in the dark corners of data warehouses — if only you’re brave enough to look. We recently took a deep dive into the billions upon billions of mobile ad impressions that ran across our Exchange…

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The 30 most powerful women in mobile advertising

The 30 most powerful women in mobile advertising

Posted by Lara O’Reilly on October 21st, 2015 – Business Insider

26. Petra Vorsteher, chief alliances officer and co-founder of Smaato. Vorsteher is a board member at German trade organization Hamburg@work, is a member of the global leadership team at Women In Wireless, and is the co-chair for mobile at the German American Business Association in Silicon Valley.

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Wir sind wie ein Nasdaq für mobile Werbung

“Wir sind wie ein Nasdaq für mobile Werbung”

Posted by Nicole Mai on October 14th, 2015 – SAAL ZWEI

So sehen Hidden Champions aus: Petra Vorsteher hat bereits vor zehn Jahren zusammen mit ihrem Mann ein Unternehmen gegründet, dass das Smartphone zur Geschäftsgrundlage hatte – obwohl es damals noch nicht mal das I-Phone gab.

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Mobile apps: Local supply, global demand

Posted by Jay Hinman on September 25th, 2015 – Digital Market Asia

An unprecedented combination of factors has converged in recent years to drive the focus of mobile app developers away from an exclusive, naval-gazing focus on their own home countries.

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Smaato Introduces Native Mobile Ads, Private Marketplace To SPX Platform

Smaato Introduces Native Mobile Ads, Private Marketplace To SPX Platform

Posted by Gavin O’Malley on September 15th, 2015 – MediaPost

Smaato, a mobile ad exchange and supply-side platform (SSP), has introduced a native mobile ad-building function into its SPX platform, as well as a private marketplace for premium programmatic deals.

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Smaato Updates RTB Ad Platform With New App Monetization Tools

Smaato Updates RTB Ad Platform With New App Monetization Tools

Posted by Richard Harris on September 17th, 2015 – App Developer Magazine

Smaato is providing developers with new app monetization tools as the company has extended the functionality of its SPX real-time advertising publisher platform to include a native advertising builder and private marketplace functionality.

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Smaato Ad Report Shows Big Growth On The Mobile Web

Smaato Ad Report Shows Big Growth On The Mobile Web

Posted by Anthony Ha on September 1st, 2015 – TechCrunch

In recent years, mobile advertising saw its growing popularity attracting cross-industry players, including Mobile Network Operators(MNOs), as revenues in this segment continue to rise and mobile content and mediums of communications over mobile channels continue to proliferate.

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Click fraud plagues today’s mobile ad economy

Click fraud plagues today’s mobile ad economy

Posted by Ragnar Kruse on August 31st, 2015 – TechBeacon

Click fraud is the bubonic plague of today’s advertising world—a plague that cost marketers over $11 billion in 2014. Despite widespread efforts from brands, advertising platforms, and even security companies, the Interactive Advertising Bureau (IAB) says click fraud “has never been a bigger threat to the industry.”

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Geo-Data Can Raise Publishers’ eCPMs By Over 200 Percent Versus Ads Without Location

Geo-Data Can Raise Publishers’ eCPMs By Over 200 Percent Versus Ads Without Location

Posted by David Kaplan on September 8th, 2015 – GeoMarketing

Both the mobile web and apps are thriving, as opposed to canceling each other out, according to mobile ad exchange platform Smaato, whose global trends report looked into consumer usage and spending on smartphones during the first half of 2015.

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Smaato Shows How Mobile and Ad Industry Synergies Can Accelerate MNOs’ Foray into Mobile Advertising

Smaato Shows How Mobile and Ad Industry Synergies Can Accelerate MNOs’ Foray into Mobile Advertising

Posted by Tara Neal on August 3rd, 2015 – The Fast Mode

In recent years, mobile advertising saw its growing popularity attracting cross-industry players, including Mobile Network Operators(MNOs), as revenues in this segment continue to rise and mobile content and mediums of communications over mobile channels continue to proliferate.

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Adtech platform Smaato joins battle to automatically detect fake ad traffic

Adtech platform Smaato joins battle to automatically detect fake ad traffic

Posted by Barry Levine on July 21st, 2015 – VentureBeat

With traffic and ad fraud the bane of the digital ad industry, another ad platform is taking steps to fight back. Today, San Francisco-based Smaato announces the addition of an automated fraud detection engine to its publisher-oriented mobile ad platform, exchange, and server. This new automation, CEO Ragnar Kruse told me, uses machine learning and artificial intelligence to find patterns in authentic and fake traffic, so it can tell the difference.

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A Publisher-Safe Ecosystem and Transparency Assures a Brand Against Fraudulent Traffic

Interview Exposed #20: Smaato: “A Publisher-Safe Ecosystem and Transparency Assures a Brand Against Fraudulent Traffic”

Posted by Johana Leeflang on July 24th, 2015 – AppLift

Welcome back to our Industry Exposed series! In this edition, we have an interview with Ragnar Kruse, the CEO and Co-Founder of Smaato, on how they are trying to consolidate the supply ecosystem through their ‘super auction’ model, as well as how markets like China will blow the US out of the water for smartphone penetration and app usage.

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Malcolm Wong

APAC Brands Struggling to Measure Mobile ROI

Posted by Eileen Yu on July 15th, 2015 – ExchangeWire

While keen to tap mobile devices to reach their audience, marketers in Asia-Pacific are still struggling to accurately measure the actual returns from their mobile campaigns. In this industry byliner, Smaato’s Asia-Pacific managing director Malcolm Wong discusses the challenges of addressing a deeply fragmented region and explains why first-party data is necessary for mobile campaigns.

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Ragnar Kruse

Singapore eyes greater focus on ad tech firms

Posted by Staff Writer on July 10th, 2015 – Marketing Interactive

As ad tech takes increasing precedence on a global scale, Singapore’s government investment bodies are actively luring global players. The investment arm of the Economic Development Board EDBI has said that it sees digital marketing as an area with high growth potential. “Our aim is to catalyse digital innovation, market growth and value creation in the transformation of Singapore industries as well as seed new growth industries,” said CEO & president of EDBI Chu Swee Yeok.

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Ajitpal Pannu

Smaato Promises Mobile Publishers More Control, More Money

Posted by Kelly Bilodeau on January 30th, 2015 – CMSWire

Smaato, a company that offers advertising tools for mobile publishers and developers, just launched the Smaato Publisher Platform (SPX), an ad server for mobile publishers. The San Francisco-based company claims it will help publishers and developers monetize their apps and maximize their mobile advertising fill rates and the effective cost per thousand impressions (eCPMs).

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